magistrsko delo
Andrejka Šepec (Author), Liliana Brožič (Mentor)

Abstract

Magistrsko delo predstavlja strateško komuniciranje in njegov pomen za doseganje ciljev organizacije. Namen dela je s pomočjo domače in tuje strokovne literature raziskati pojem in naloge strateškega komuniciranja. Z analizo sekundarnih virov smo proučili komuniciranje, strateško komuniciranje in komuniciranje z javnostmi. Z viri in deduktivno metodo dela smo raziskali komuniciranje v Republiki Sloveniji in v mednarodnem okolju, predstavili smo tudi Finančno upravo RS. Glavni cilj magistrskega dela je prikazati pomembnost strateškega komuniciranja splošno in proučiti možnosti strateškega komuniciranja v Finančni upravi RS. S proučevanjem dobrih praks pri vzpostavitvi strateškega komuniciranja v mednarodnem okolju (EU, NATO) smo podali predloge in določili smernice za vzpostavitev koncepta strateškega komuniciranja v Finančni upravi RS. Magistrsko delo je s proučitvijo aktualnih razmer na tem področju podlaga za oblikovanje koncepta strateškega komuniciranja. Na osnovi ugotovitev, analiz in pridobljenega znanja smo odgovorili na raziskovalno vprašanje in potrdili hipotezi. V zaključku naloge smo z združevanjem pridobljenega znanja in analize primerov podali zaključne ugotovitve na temo strateškega komuniciranja. V okviru ugotovitev so podani predlogi za vzpostavitev koncepta strateškega komuniciranja, na podlagi katere bi lahko Finančna uprava RS v javnosti vzpostavila večjo davčno pismenost, davčno moralo in kulturo ter s tem posledično zmanjšala sivo ekonomijo. Naloge in tehnike strateškega komuniciranja bo v nadaljnjih raziskovanjih treba še podrobneje proučiti, saj so v magistrskem delu služile le za predstavitev nalog in dejavnosti komuniciranja, ki bi jih preko koncepta strateškega komuniciranja morala zagotoviti strokovna služba za komuniciranje.

Keywords

komuniciranje;strateško komuniciranje;odnosi z javnostmi;javnost;komunikacijske kampanje;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: FDŠ
Publisher: [A. Šepec]
UDC: 336.1.07:659.4(043.2)
COBISS: 93762307 Link will open in a new window
Views: 6
Downloads: 2
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Other data

Secondary language: English
Secondary abstract: This master thesis presents strategic communications and its importance in goal attainment of organizations. The purpose of this work is to research the term strategic communications. By analysing secondary sources, we examined communications and strategic communications. By using various sources and deductive method of work, we researched communications in Republic of Slovenia and internationally. The main goal of this master thesis is to showcase the importance of strategic communications in general and study different possibilities in the field of strategic communications in the Financial administration of the RS. By studying successful practices of establishment of strategic communications internationally, we came up with advice and guidelines for the establishment of the concept of strategic communications in the Financial administration of the Republic of Slovenia. Based on the main findings, analyses and the newly-attained knowledge, we were able to answer our research question and confirm the hypothesis. In the last part of the thesis we state the main findings by combing newly-gained knowledge and results of case analyses. As part of the main findings, we provide suggestions for the introduction of the concept of strategic communications, which would enable the Financial administration of the RS to increase the level of the tax literacy of the general public, tax morale and culture, which altogether, would consequentially result in the fall of the level of informal economy. The field of strategic communications needs to be further researched, since this thesis served solely as a presentation of tasks and activities of communications.
Type (COBISS): Master's thesis/paper
Thesis comment: Fak. za državne in evropske študije
Source comment: Mag. delo 2. stopnje bolonjskega študija; Nasl. z nasl. zaslona; Opis vira z dne 17. 1. 2022;
Pages: 1 spletni vir (1 datoteka PDF (VII, 100 str.))
ID: 14381862