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2015, br. 7, str. 189-212
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Značaj upravljanja komuniciranjem u odnosima sa medijima za kreiranje poslovnog imidža javnih komunalnih preduzeća
The importance of managing communication in media relations for creating the business image of public utility companies
Ključne reči: javno mnenje; odnosi s javnošću; modeli upravljanja odnosa s javnošću; odnosi s medijima i njihovo ostvarivanje u JKP GSP 'Beograd'
Keywords: public opinion; public relations; models of managing public relations; media relations and their substantiation in the Public Utility Company GSP 'Beograd'
Sažetak
U ovom radu će se promišljati značaj odnosa s medijima za kreiranje dobrog poslovnog imidža JKP GSP 'Beograd' kao i uticaj medija na javno mnenje u Beogradu. U prvom delu rada biće razmatrani opšti pojmovi javnog mnenja, modeli odnosa s javnošću i funkcije koje se ostvaruju kroz komunikaciju sa medijima. Prikazom četiri modela upravljanja odnosima s javnošću, koja su teoretičari Graning i Hant indentofikovali i predstavili u knjizi 'Upravljanje odnosima s javnošću', ukazuje se na njihovo prisustvo i u današnjoj praksi. Upravljanje odnosima sa medijima u JKP GSP 'Beograd' pokazuje mogućnost dostizanja visokog kvaliteta u bilo kom od četiri Granigova modela ali i njihovo istovremeno finkcionisanje. U završnom delu rada biće predstavljeni rezultati istraživanja komunikacije koju JKP GSP 'Beograd' ostvaruje sa medijima, a koje je imalo cilj da se utvrdi koliko su mediji zadovoljni postojećom komunikacijom i u kojim oblastima je treba unapređivati.
Abstract
In this paper, the importance of media relations in creating a good business image of the Public Utility Company GSP 'Beograd', as well as the influence of media on public opinion in Belgrade, will be considered and discussed. In the first part of the paper, general terms of public opinion, models of public relations and functions which are realized through communication with the media will be discussed. By presenting four models of public relations management, which the theorists Graning and Hunt identified and presented in the book 'Managing Public Relations', 1984, their presence in today's practice is pointed to. Managing media relations in the Public Utility Company GSP 'Beograd' demonstrates the possibility of achieving high quality levels in any of Granig's four models, and their simultaneous functioning, as well. In the final part of the paper, the results of the research of the Public Utility Company GSP 'Beograd' communication with the media will be presented. It was aimed at determining how happy the media are with the existing communication and in what areas it needs to be improved.
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