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master's thesis
Važnost primjene strategije komuniciranja u odnosima s javnošću
Zagreb: The Edward Bernays College of Communication Management, 2017. urn:nbn:hr:233:926445
Barac, Božidarka
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Barac, B. (2017). Važnost primjene strategije komuniciranja u odnosima s javnošću (Master's thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:926445

Barac, Božidarka. "Važnost primjene strategije komuniciranja u odnosima s javnošću." Master's thesis, Edward Bernays University of Applied Sciences, 2017. https://urn.nsk.hr/urn:nbn:hr:233:926445

Barac, Božidarka. "Važnost primjene strategije komuniciranja u odnosima s javnošću." Master's thesis, Edward Bernays University of Applied Sciences, 2017. https://urn.nsk.hr/urn:nbn:hr:233:926445

Barac, B. (2017). 'Važnost primjene strategije komuniciranja u odnosima s javnošću', Master's thesis, Edward Bernays University of Applied Sciences, accessed 20 April 2024, https://urn.nsk.hr/urn:nbn:hr:233:926445

Barac B. Važnost primjene strategije komuniciranja u odnosima s javnošću [Master's thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2017 [cited 2024 April 20] Available at: https://urn.nsk.hr/urn:nbn:hr:233:926445

B. Barac, "Važnost primjene strategije komuniciranja u odnosima s javnošću", Master's thesis, Edward Bernays University of Applied Sciences, Zagreb, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:233:926445

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Metadata
TitleVažnost primjene strategije komuniciranja u odnosima s javnošću
AuthorBožidarka Barac
MentorMaja Samardžić Gašpar (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2017-11-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Komunikacijska strategija sama je srž procesa planiranja i upravljanja u odnosima s javnošću. U današnje vrijeme sve više organizacija shvaća važnost njezine primjene, no postoje i organizacije koje još uvijek ne uočavaju koliko je važno njezino korištenje. Komunikacijska strategija uvelike olakšava proces planiranja i upravljanja. Sam proces upravljanja kampanjama vođen je strategijom – ona je smjernica čitavog plana koja unapređuje i oblikuje put ka njegovom zacrtanom cilju. Njezina se važnost osobito ističe u području krizne komunikacije gdje njezino korištenje može spriječiti daljnju eskalaciju krize i spasiti ugled organizacije. Ovaj rad kroz teoretsku razradu pojašnjava veliku važnost njezine primjene u struci odnosa s javnošću kao i o važnost procesa planiranja i upravljanja koji nije moguće kvalitetno realizirati bez planski osmišljene i dobro postavljene komunikacijske strategije.
Abstract (english)
Communication strategy is the core of public relations planning and management process. Nowadays more and more organizations realize the importance of its application, but there are organizations that still do not understand the importance of using it. Communication strategy greatly facilitates the planning and management process. The campaign management process is guided by the communication strategy and therefore we can say that the communication strategy is the guideline of the entire plan which improves it and paves the way for its goal. Its importance is especially emphasized in communication crisis where its use can prevent further escalation of the crisis and save the reputation of the organization. Through theoretical elaboration, this paper clarifies the great importance of the application of communication strategy in public relations profession as well as the importance of planning and management processes that cannot be realized well without a well-planned and well-designed communication strategy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:926445
Study programmeTitle: Public Relations Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist odnosa s javnošću (stručni specijalist odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
RepositoryEdward Bernays University of Applied Sciences Repository
Created on2018-02-08 14:20:45

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