The influence of public relations releases on media contents

U ovom se završnom radu provelo istraživanje strukturiranog intervjua s ljudima utjecajnog mišljenja te se istražio utjecaj objava odnosa s javnošću na sadržaj medija. Istraživanja su donijela pregled rada stručnjaka odnosa s javnošću i medija, odnosno novinara te stvorila sliku zajedničkog odnosa dviju branši. Naime, u istraživanju se može vidjeti da su PR agencije u mogućnosti imati velik utjecaj, ne samo na medije, već i na javnost, no vidljivo je da mediji drže konce u većini slučajeva. Također se može osjetiti rast utjecaja i moći stručnjaka odnosa s javnošću te da su došli u fazu gdje ipak posjeduju dovoljno moći kako bi utjecali na sam sadržaj medija i na javnost. Ispitana je ovisnost novinara o PR objavama i koliko su im kao takve potrebne za novinarstvo te je pitanje iskorištavaju li takve objave etično. S obzirom na to da se ispitanici većinom slažu s tvrdnjom da novinari neetično koriste objave odnosa s javnošću, došlo se do zaključka da se odnos dviju branši kroz godine nije osjetno promijenio. Time je dobivena jasnija slika situacije u Hrvatskoj vezana za utjecaj objava odnosa s javnošću na sadržaj medija.In this final study a survey of structured interviews with certain opinion makers was conducted and the impact public relations releases have on media contents was looked into as well. The surveys gave us a review of works undertaken by public relations experts and the media, including journalists, and thus created an image that shows how these two lines of work interact. In this survey we can see that PR agencies can have great influence, not only on the media, but on the general public just as well, and we can see that the media pull all the strings in most cases. We can also feel the growing impact and the power public relations experts are gaining, and we can therefore determine that they have reached a stage in which they have enough power to influence media contents and the general public. We have examined how much do reporters depend on PR releases and the necessity of such releases for journalism, and the question here is do they exploit such releases in an ethical way. Since the examined parties mostly agree with the claim that journalists use public relations releases in an unethical way we came to a conclusion that the interaction of these two lines of work hasn't changed significantly over the years. This gives a much clearer perspective on the situation in Croatia when it comes to the influence of public relations releases on the media