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2015, vol. 10, br. 35, str. 81-108
Dvosmerni simetrični odnosi s javnošću i digitalne komunikacione tehnologije - između teorije i prakse
Univerzitet u Beogradu, Fakultet političkih nauka

e-adresaana.milojevic@fpn.bg.ac.rs
Ključne reči: odnosi s javnošću; digitalni mediji; strateško-upravljačka uloga; dijaloška komunikacija; dvosmerni simetrični PR; parakriza
Sažetak
Ovaj rad ima cilj da predstavi prilagođavanje PR profesije novim komunikacionim tehnologijama, pre svega potencijalu društvenih medija za uspostavljanje recipročnih relacija između klijenata i javnosti. Metodološki je rad zasnovan na pregledu literature koji je usmeren istraživačkim pitanjem: da li je i u kojoj meri usvajanje novih komunikacionih plaformi dovelo do ostvarivanja svojevrsnog normativnog ideala PR profesije - dvosmernih simetričnih odnosa s javnošću? Dvosmerni simetrični PR je ekvivalentan strateško-upravljačkoj funkciji koja se definiše kao upravljanje komunikacijom s javnostima radi izgradnje odnosa sa interesnim grupama koje mogu uticati na organizaciju ili na koje organizaciono ponašanje ima najviše efekata. Teži se uspostavljanju dugoročne saradnje između menadžmenta i javnosti kroz dijalošku komunikaciju, radi predupređivanja sukoba i rešavanja problema u korist obe strane. Zaključak je ovog rada da se kapacitet digitalnih medija za ostvarivanje dvosmernih i simetričnih odnosa između organizacija i javnosti posredstvom PR službi nedovoljno koristi. Odnosno, da se strateško upravljanje odnosima s javnošću još uvek može smatrati visoko normativnim modelom koji nije potpuno zaživeo u praksi, uprkos studijama koje govore o njegovoj izuzetnosti. Inercija protiv promene postojećeg stanja se pronalazi u domenu organizacija i unutar uobičajenih ponašanja unutar zajednice PR profesionalaca.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/comman10-9929
objavljen u SCIndeksu: 03.04.2016.