THE ROLE OF PUBLIC RELATIONS IN MEDIA AND PRODUCT CAMPAIGNS (STUDENT ORGANIZATION OF UNIVERSITY OF MARIBOR CASE STUDY)

Področje odnosov z javnostmi je tako obširno, da ga številni strokovnjaki in analitiki ne morejo opredeliti v eni sami knjigi. Na splošno je to področje težko opredeliti, saj s svojimi aktivnostmi zajema mnogo komunikacijskih prvin ter orodij, ki jih organizacije ter podjetja dan danes uporabljajo v namene komuniciranja s svojimi ključnimi javnostmi. V diplomskem delu bomo raziskali osnovno področje delovanja odnosov z javnostmi, katere aktivnosti ga sestavljajo, kako se odnosi z javnostmi opredeljujejo proti ostalim oblikam strategij komuniciranja. Dotaknili se bomo tudi komunikacijskih kampanj, znotraj katerih bomo predstavili medijsko kampanjo in klasične ter sodobne komunikacijske kanale. Na primeru Študentske organizacije Univerze v Mariboru bomo raziskali vlogo odnosov z javnostmi v komunikaciji in naredili analizo uspešnosti njihove komunikacijske kampanje.The area of public relations is very extensive as a lot of experts and anaylists cannot define it in merely one book. In general this field is very difficult to define, since it captures with its activities a lot of communication matters and tools, which organisations and companies nowadays use for the purpose of communication with their key publics. In diploma work the basic field of activity of public relations will be researched, which activities are a part of it, how public relations is defined towards other ways of communication strategies.The communication campaigns will be slightly mentioned as well, within the media campaign and classical and modern communication canels will be introduced. In the case of The Student Organisation of University of Maribor the role of public relations in communication will be researched and the analysis of success of their communication campaign will be made