Vrednotenje v odnosih z javnostmi

Abstract

Sodobne organizacije se morajo dokazovati na področju upravljanja z materialnimi in tudi nematerialnimi sredstvi. Pa ne samo v profitnem sektorju, tudi v javnem sektorju morajo izkazovati vrednost izvedenega, upravičenost za delovanje, predvsem pa učinkovitost v skladu s porabo javnih sredstev. Strokovnjaki za odnose z javnostmi trdijo, da lahko stroka odnosov z javnostmi s svojim znanjem, načinom dela in ugotovitvami pomaga odločevalcem razumeti širše okolje, zaznavati trende, preprečevati nesoglasja in konflikte ter prispevati k poslovni uspešnosti podjetij. Menedžerji želijo videti konkretne rezultate komuniciranja, ki upravičujejo porabljena sredstva za doseganje programskih rezultatov, pa tudi jasno izražene do(pri)nose k povečanemu ugledu, boljšim odnosom s strateškimi javnostmi, k dohodkovni ali delničarski vrednosti organizacij. Namen prispevka je predstaviti pomen vrednotenja v odnosih z javnostmi, kakor ga obravnavajo teoretiki in prakticirajo praktiki. Največ pozornosti je namenjeno predstavitvi aplikativnega vrednotenja v odnosih z javnostmi.

Keywords

Odnosi z javnostmi;Učinkovitost;Vrednotenje;Teorije;Modeli;

Data

Language:	Slovenian
Year of publishing:	2008
Typology:	1.04 - Professional Article
Organization:	UL FDV - Faculty of Social Sciences
UDC:	659.4
COBISS:	28033629
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	558
Downloads:	124
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Evaluation in public relations
Secondary abstract:	Modern organisations must prove their competence in managing tangible and intangible resources. Not only in the commercial sector, but also in the public sector; public and state institutions must repeatedly demonstrate their effectiveness and efficient use of public funds, as well as the legitimacy of their operation. Public relations experts claim that with its knowledge, methods of their work and evaluation findings, the profession is able to help decision-makers understand their broader environment, recognise trends, prevent disagreements and conflicts, and contribute to greater business efficiency. Managers want to see tangible results from communication, which justify the funds used to achieve programme results, as well as clearly express their contribution to better reputation, improved strategic relations with different stakeholders, to increase the income and share-related value of their companies. The purpose of this paper is to present different forms and methods of evaluation in public relations as being understood and used by theoreticians and practitioners. Most of the attention is devoted to the applicative aspect of the evaluation in public relations.
Secondary keywords:	Public relations;Effectiveness;Evaluation;Theories;Models;
Type (COBISS):	Not categorized
Pages:	str. 848-869
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;
ID:	1469690