Social Media's Role in Public Relations in Croatia

Gluhaković, Vanessa

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master's thesis

Social Media's Role in Public Relations in Croatia

Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:880552

Gluhaković, Vanessa

University of Zagreb
Faculty of Economics and Business
Department of Marketing

Cite this document

APA 6th Edition

Gluhaković, V. (2021). Social Media's Role in Public Relations in Croatia (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:880552

MLA 8th Edition

Gluhaković, Vanessa. "Social Media's Role in Public Relations in Croatia." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:880552

Chicago 17th Edition

Gluhaković, Vanessa. "Social Media's Role in Public Relations in Croatia." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:880552

Harvard

Gluhaković, V. (2021). 'Social Media's Role in Public Relations in Croatia', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 07 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:880552

Vancouver

Gluhaković V. Social Media's Role in Public Relations in Croatia [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2024 November 07] Available at: https://urn.nsk.hr/urn:nbn:hr:148:880552

IEEE

V. Gluhaković, "Social Media's Role in Public Relations in Croatia", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:880552

Cite this item: https://urn.nsk.hr/urn:nbn:hr:148:880552

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Metadata

Title	Social Media's Role in Public Relations in Croatia
Title (croatian)	Uloga društvenih medija u odnosima s javnošću u Hrvatskoj
Author	Vanessa Gluhaković
Mentor	Ana Tkalac Verčič (mentor)
Committee member	Andrea Lučić (predsjednik povjerenstva)
Granter	University of Zagreb Faculty of Economics and Business (Department of Marketing) Zagreb
Defense date and country	2021-09-29, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	Social media impacted various lines of work, therefore, it is important to research its impact on the public relations practice. It is a part of new media and a new source of communication. In this thesis, the focus is on describing the term of public relations and social media. When these terms are defined it is important to define the impact of social media on public relations. Social media's impact, in general, is strong. Since public relations' focus is on communication, social media plays a significant role in its practice. The emphasis of the thesis is on the impact of social media on public relations in Croatia. Public relations agencies' and practitioners' opinions about social media are thoroughly researched and defined in the thesis. Social media largely changed the way of communication for the general population, therefore the impact for practice that focuses on communicating and forming relationships between companies and their publics, is significant. In this thesis, it is defined how public relations developed as a practice. In the past, the focus was entirely on the traditional media which is defined as well. This has changed and today social media has greater power in communicating than traditional media. The research confirms that traditional media's role isn't as important as the role of social media. However, traditional media is still an important type of media for the Croatian public relations practice. There are few concerns about social media, however, it presents more advantages than disadvantages both in general and for the practice of public relations.
Abstract (croatian)	Društveni mediji su utjecali na razne vrste poslova, stoga je važno istražiti utjecaj društvenih medija na posao odnosa s javnošću. Društveni mediji su dio novih medija te novi izvor komunikacije. U diplomskom radu, fokus je na objašnjavanju pojma odnosa s javnošću i društvenih medija. Nakon što su ovi pojmovi objašnjeni i jasni, važno je definirati utjecaj društvenih medija na odnose s javnošću. Utjecaj društvenih medija je općenito snažan. S obzirom da je fokus odnosa s javnošću komunikacija, društveni mediji imaju važnu ulogu u njihovu poslu. Naglasak diplomskog rada je na utjecaju društvenih medija na odnose s javnošću u Hrvatskoj. Mišljenja agencija za odnose s javnošću te stručnjaka za odnose s javnošću su temeljito istražena i definirana u diplomskom radu. Društveni mediji su uvelike promjenili način komuniciranja za globalnu populaciju, stoga utjecaj na odnose s javnošću koji se odnosi na komuniciranje i formiranje odnosa između kompanija i njihovih javnosti je značajan. U ovom diplomskom radu, definirano je kako su se odnosi s javnošću razvijali u praksi. U prošlosti, fokus odnosa s javnošću je u potpunosti bio na tradicionalne medije koji su također definirani. Došlo je do promjena, te danas društveni mediji imaju veću moć u komuniciranju od tradicionalnih medija. Istraživanje dokazuje da uloga tradicionalnih medija nije važna kao što je uloga društvenih medija. Međutim, tradicionalni mediji su i dalje važna vrsta medija za odnose s javnošću u Hrvatskoj. Postoje određeni problemi sa društvenim medijima, međutim, predstavljaju više prednosti nego mana kako za cijeli svijet tako i za posao odnosa s javnošću.
Keywords
Keywords (croatian)
Language	croatian
URN:NBN	urn:nbn:hr:148:880552
Study programme	Title: Business economics; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership Course: Marketing in english Study programme type: university Study level: graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	REPEFZG
Created on	2021-09-29 10:42:45