HOLISTIC COMMUNICATION ANALYSIS OF PUBLIC RELATIONS

Autor provodi holističku analizu povijesno-komunikološke geneze odnosa s javnostima (javnošću) u cilju sustavnog uspostavljanja nove holističko-komunikološke paradigme odnosa s javnostima. U radu se analiziraju temeljni operativni pojmovi koji određuju "Public Relations", propagandu (promidžbu), javnost, javno mnijenje te nove konstitutivne elemenata za sustavno određenje odnosa s javnostima koji su nužna pretpostavka za izgradnju novih tipskih modela javnog djelovanja. Sadržajna analiza se izvodi u pojmovnom komunikološkom određenju odnosa s javnostima (javnošću) kao dijaloškog i strateškog sporazumijevanja svih građana o bitnim pitanjima za razvoj čovjeka i društva u cjelini. Teorijska rasprava se provodi analizom "teorije o javnom djelo-vanju" i "rekonceptualizirane komparativne teorije" u odnosima s javnostima kao pretpostavke za stvaranje boljeg ili lošijeg imagea (slike) u javnosti. Stvaranje imagea (slike) u javnosti je glavna zadaća odnosa s javnostima (javnošću). Zaključno razmatranje se provodi u holističkoj analizi "Public Relations-a" te redefiniranju znanstvene klasifikacije odnosa s javnostima, kao posebne discipline u okvirima znanstvene grane komunikologija, u znanstvenom polju informacijskih znanosti.The author brings about holistic analysis of historic and communica¬tion genesis in public relations with aim to establish a new holistic-com¬munication paradigm of the public relations. In this work, the basic operative notions are analysed. They determine public relations, propaganda, public, public opinion and new construc¬tive elements for the systematic determination of the public relations. They are abo necessary presumption for the creation of the new characteristic models of the public action. Substantial analysis is derived from commu¬nication determination of notions-public relations, a s strategic under¬standing of all citizens through dialogue about important questions for the development of (the human rase and the society as a whole. Theoretical discussion is derived from the analysis of the "theory of the public action" and "reconceptual-comparative theory\u27 in the public rela¬tions as a presumption for development of better or worse image in pub¬lic. The image creation in public is the main task of the public relations. The closing reflection is derived from holistic analysis of the public relations and from redefinition of the scientific classification of the public relations as a specific discipline, in the frames of the communication sci¬ence and in the scientific field of the information sciences