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2014, vol. 3, br. 5, str. 15-21
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Propusti i greške menadžmenta odnosa sa javnošću
Omissions and errors in public relations management
Ključne reči: bazična određenja odnosa sa javnošću; uloga i domeni delovanja odnosa sa javnošću; tehnike u odnosima sa javnošću
Keywords: basic directions of public relations; roles and domains of activity of public relations; techniques in public relations
Sažetak
U radu će biti prikazan osvrt sa kakvim se propustima i greškama susreće menadžment odnosa sa javnošću. Odnosi sa medijima još uvek predstavljaju važan deo mnogih marketing programa, ali se mnogo više postiže kada odnosi sa javnošću čine sastavni deo strategijskog upravljanja i kada se menadžerima PR omogući da doprinose uspehu jedne organizacije na različite načine. U tom pogledu veoma je važno napraviti razliku između odnosa sa javnošću koji postoje svuda oko nas i profesionalne prakse odnosa sa javnošću.
Abstract
In this paper, a review of the kind of omissions and errors encountered in the management of public relations will be conducted. Relations with the media still represent an important part of many marketing programs, but are much more accomplished when public relations are an integral part of strategic management when managers allow PR to contribute to the success of an organization in different ways. In this regard, it is important to distinguish between public relations that exist all around us and the professional practice of public relations.
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