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Odnosi s javnošću u digitalnoj eri - novi metodi i alati
aVisoka strukovna škola za preduzetništvo, Beograd
bAgencija za licenciranje stečajnih upravnika, Beograd

e-adresavrp@eunet.rs, sanjacelik@hotmail.com
Ključne reči: digitalni PR; digitalne komunikacije; informacije; Web 2.0; interaktivnost
Sažetak
Početak 21. veka je obeležio značajan evolutivni skok u Internet tehnologiji - prelazak sa statičnih web stranica čiji je sadržaj određivao isključivo njihov kreator, na dinamičke, interaktivne web-stranice sa korisnički kreiranim sadržajima, uz pojavu i širenje društvenih mreža kao posebne i višenamenske sajber/info sfere. U takvom novom i dinamičnom okruženju prirodno su se pojavile potrebe za novim načinima funkcionisanja odnosa s javnošću, najpre kroz pronalaženje novih pristupa i metoda koji bi se uspešno uklopili u novo digitalno okruženje radi iskorišćavanja svog novostvorenog potencijala. Ovaj evolutivni korak Interneta - Web 2.0 koji je doneo web stranice sa interaktivnim pristupom, kao što su blogovi, društvene mreže/mediji, targeted advertising i podkastovi, postali su nova i vitalna polja delovanja savremenog PR-a. Nove interaktivne tehnologije su omogućile ne samo precizniju identifikaciju ciljnih grupa, već i direktan pristup njima, što je omogućilo prikupljanje do tada nezamislivog kvantiteta i kvaliteta podataka koji opisuju ne samo grupe, već i pojedince. Ovaj kvantni skok u poznavanju ciljnih publika, učinio je mogućim preciznije "krojenje" poruka za svaku od njih čime je drastično povećana i efektivnost tih poruka. U radu će biti analizirani principi, funkcije i mogućnosti modernih digitalnih odnosa s javnošću, kao i metode i alati koji se primenjuju.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/univmis2019074R
primljen: 22.12.2020.
prihvaćen: 30.12.2020.
objavljen u SCIndeksu: 06.03.2021.

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