100 let kasneje ali od tradicionalnih do digitalnih odnosov z javnostmi

Mateja Bizjak (Author), Marjeta Tič Vesel (Author)

Abstract

Ob 100-letnici odnosov z javnostmi se je zgodil nov "medijski preobrat": splet 2.0 je udejanjil dvosmerni model odnosov z javnostmi in v besednjak stroke uvedel izraz "digitalni PR". Slednji pomeni le nov kanal, v katerem se pojavljajo nam dobro znane javnostmi iz "offline" sveta. Okolje, v katerem organizacija deluje, splet le razširja. V novem razširjenem komunikacijskem vesolju, ki deluje po načelu "od spodaj navzgor", se medsebojno spoznavajo, izmenjujejo informacije, stališča, se povezujejo in tudi aktivno sodelujejo pripadniki naših sicer klasičnih javnosti. Komunikacija z njimi v spletnem okolju je mnogo težje obvladljiva. Upravljanje odnosov z javnostmi tudi v spletnem okolju mora biti del strateškega upravljanja družbe, da bi lahko zasledovalo ključno poslanstvo: upravljanje ugleda organizacije.

Keywords

Odnosi z javnostmi;Svetovni splet;Digitalne komunikacije;Množični mediji;

Data

Language:	Slovenian
Year of publishing:	2008
Typology:	1.04 - Professional Article
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	Fakulteta za sociologijo, politične vede in novinarstvo v Ljubljani
UDC:	659.4:004
COBISS:	28031325
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	701
Downloads:	161
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	100 years later, or from traditional to digital public relations
Secondary abstract:	At the 100th anniversary of public relations a new "media turnover" has occurred: web 2.0 has brought to life the two-way model of public relations and thus a new term, "digital PR", has been introduced in the profession. However, "digital PR" serves merely as a new communication channel for publics that are already known to us from the offline world. The environment in which a certain organization is operating has only been broadened by the world-wide web. In the new universe of communication, which functions by the principle "from the bottom up", members of "traditional" publics get to know each other; they connect, exchange information and views, and actively cooperate with each other. Online communication with our publics, in comparison to the offline one, is much more demanding to manage. Managing public relations online must be a part of the strategic management of an organization so that it can follow its main objective: managing organization's reputation.
Secondary keywords:	Public relations;World Wide Web;Digital communications;Mass media;
URN:	URN:NBN:SI
Type (COBISS):	Not categorized
Pages:	str. 778-787
Volume:	ǂLetn. ǂ45
Issue:	ǂšt. ǂ6
Chronology:	nov.-dec. 2008
Keywords (UDC):	applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;publicity;information work;public relations;stiki z javnostjo;reklama;public relations (pr);odnosi z javnostmi;science and knowledge;organization;computer science;information;documentation;librarianship;institutions;publications;znanost in znanje;organizacije;informacije;dokumentacija;bibliotekarstvo;institucije;publikacije;prolegomena;fundamentals of knowledge and culture;propaedeutics;prolegomena;splošne osnove znanosti in kulture;computer science and technology;computing;data processing;računalniška znanost in tehnologija;računalništvo;obdelava podatkov;
ID:	1469686