PUBLIC RELATIONS

Svrha ovog diplomskog rada pod nazivom „Odnosi s javnošću“ bila je definirati što su to odnosi s javnošću, objasniti njihov značaj za organizaciju i društvo, te na koji način oni, koji se bave tim poslom, ostvaruju svoje ciljeve. Osim definiranja pojma odnosa s javnošću, predstavljene su mnogobrojne teorije odnosa s javnošću. One otkrivaju da ta djelatnost ima prilično širok kontekst. Da je manje ili više povezana s nekim srodnim disciplinama, poput menadžmenta, marketinga, komunikacije, informatike, etike. Uz teorije odnosa s javnošću, objašnjeno je i značenje modela tih odnosa. Predstavljena su četiri Grunig-Huntova modela (dvostruki simetrični i asimetrični, model javnog informiranja, te model tiskovne agenture i publiciteta). U ovom se radu govori i o strategijama, koje se koriste u odnosima s javnošću. Navedeni su modeli i pristupi planiranju te upravljanju u odnosima s javnošću (RACE model JohnaMarstona, četverofazni model planiranja Cutlipa, Centera i Brooma i model planiranja Anne Gregory). Razrađena je analiza unutarnjeg i vanjskog okruženja organizacije, a naposlijetku su predstavljene i društvene mreže, odnosno njihov značaj u odnosima s javnošću. Zaključak je ovog diplomskog rada da su odnosi s javnošću vrlo delikatna funkcija u organizaciji. Funkcija, koja čini bitnu kariku u njezinim uspjesima i ostvarivanju ciljeva. Odnosi s javnošću iziskuju napredna znanja pri upravljanju komuniciranjem, medijima i organizacijom, ali i učinkovitu upotrebu istraživanja, tehnika i taktika, koji pomažu u realizaciji ciljeva organizacije.The purpose of this diploma thesis titled “Public Relations” was to define what are public relations, to explain their importance in the organization and society, and how those, who are doing this job, realize their goals. Except the defining of the term public relations, there are presented many theories of public relations. They reveal that this activity has a fairly wide context. That is more or less associated with some related disciplines, such as management, marketing, communications, information technology, ethics. Beside the theories of public relations, it is explained the meaning of models in these relationships. There are four Grunig- Hunt models (double symmetrical and asymmetrical, public information model and model of news agency services and publicity). This graduate paper discusses the strategies that are used in public relations. There are models and approaches to planning and management in public relations (RACE model by John Marston, quadrature planning model by Cutlip, Center and Broom and planning model by Anne Gregory). It is elaborated analysis of internal and external environment of the organization, and finally presented social networks and their importance in public relations. The conclusion of the graduation thesis is that public relations are very delicate function in the organization. The function, which makes it essential link in its success and the achievement of goals. Public relations are requiring advanced knowledge in the management of communications, media and organization, but also the efficient use of researching, techniques and tactics, which are helping in the realization of objectives of the organization