A strategic approach to public relations planning for cultural institutions

Odnosi s javnostima društvena su znanosti koja za cilj ima uspostaviti komunikaciju između organizacije i njezine okoline. Strateško planiranje predstavlja proces koji se odvija u određenom vremenskom periodu i kojim se utvrđuju vizija, misija i strateški ciljevi. Osnovni cilj strateškog planiranja je utvrditi prirodu i karakter organizacije te kojem sektoru ta organizacija pripada. Posljednjih godina strateško planiranje postalo je izrazito važan proces u svim organizacijama jer se strateškim planiranjem utvrđuju prioriteti bitni za uspješno poslovanje. Strateško planiranje uključuje devet koraka nužnih za provedbu uspješnog strateškog plana. Izrazito je važno bilo istražiti strateški pristup planiranju odnosa s javnostima u segmentu kulture uzimajući u obzir činjenicu da je strateško planiranje u ustanovama u kulturi na izrazito niskoj razini. U radu se anketnim upitnikom utvrđuje donose li ustanove u kulturi (iz knjižnične i audiovizualne djelatnosti) strateške planove te na koji vremenski period. Rezultati istraživanja pokazali su da ustanove u kulturi iz knjižnične i audiovizualne djelatnosti najčešće izrađuju trogodišnje strateške planove što ukazuje na izostanak dugoročnog strateškog planiranja u ustanovama u kulturi.Public relations is a social science that aims to establish communication between organization and its environment. Strategic planning is a process that takes place over a period of time and defines the vision, mission and strategic goals of organization. The main objective of strategic planning is to determine the nature and character of the organization and to which sector that organization belongs. In recent years, strategic planning has become an extremely important process in all organizations as strategic planning sets out the priorities necessary for successful business. Strategic planning involves nine steps necessary to implement a successful strategic plan. It was extremely important to investigate strategic public relations planning in the cultural segment, since strategic planning in cultural institutions is at a very low level. The paper determines whether the cultural institutions (from the library and audio-visual activities) adopt strategic plans and for what period of time. The results of the research showed that cultural institutions from the library and audio-visual sector, most often make three-year strategic plans, which indicates the absence of long-term strategic planning in cultural institutions