Ten most common media manipulation techniques - journalistic and editorial activism between PR and professional journalistic standards

Iako sastavni dio odnosa s javnošću, ili kako teoretičari kažu srž odnosa s javnošću, odnosi s medijima specifičan su dio i najčešći sinonim za ovu profesiju. Paralelno s razvojem medija, razvijali su se i odnosi s javnošću pa tako i odnosi s medijima, a praktičari struke morali su se prilagođavati novim izazovima. Svaki je novi medij sa sobom donosio svoje specifičnosti, a praktičari za odnose s javnošću vješto su se vlastitim tehnikama prilagodili načinima komuniciranja s određenim medijem. Struka za odnose s javnošću i danas je pred izazovima koje sa sobom donose novi mediji jer su uvelike promijenili odnose u komunikaciji s ciljnim javnostima. Strateško planiranje u odnosima s javnošću ima veliku ulogu, s obzirom na konačni cilj odašiljanja poruka i kreiranja pozitivnog dojma. Informacija je nešto što medijima treba za svakodnevni rad, a informacija je ono što praktičari imaju. Upravo je informacija ono što spaja ove dvije struke, a svaki će vješt praktičar nastojati, u radu i komunikaciji s medijima, dostaviti točno željenu informaciju koja u sebi sadrži unaprijed kreiranu poruku namijenjenu široj, ali i ciljnoj javnosti. Kako je mnoštvo tehnika u radu odnosa s medijima, autoricu ovoga rada zanimala je primjena tehnika i načina na koje se informacije ciljano prenose kroz tradicionalne medije za masovno komuniciranje, a čime se značajno utječe na svakidašnje informacije koje svakodnevno konzumiramo kroz medije.Although an integral part of public relations, or as theorists say the core of public relations, media relations are a specific part and the most common synonym for this profession. In parallel with various media, we developed and dealt with the public and thus with media relations, and the practical strike had to adapt to new challenges. Each new medium brought with it its own specifics, and public relations practitioners eternal with their own techniques adapted the way they communicated with certain media. The public relations profession is still facing challenges that are only brought by the new media because they have greatly changed the relations in communication with the goals of the public. Strategic planning in public relations is very likely, with the message and creating a positive impression being chosen as the ultimate goal. Information is something that the media needs for everyday work, and information is what practitioners have. It is exactly the information that connects these two streaks, and every skilled practitioner will strive, rejoice and communicate with the media, deliver exactly the desired information that contains a continuously created message indicated to the general but also the target public. As there are many techniques in working with the media, the author was interested in the application of the technique and the way in which information was transmitted through traditional mass media, which is really possible to influence everyday information consumed daily through the media