Primjena metoda evaluacije aktivnosti odnosa s javnošću u hrvatskim komunikacijskim agencijama

master's thesis

• Title (english): Application of methods for evaluating public relations activities in Croatian communication agencies
• Author: Luka Bojić
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Brojni autori naglašavaju značaj snažnije implementacije aktivnosti mjerenja i evaluacije u odnosima s javnošću, a provedena istraživanja potvrđuju kako je razina implementacije još uvijek niža nego što bi trebala biti. Naime, prema teorijskim postavkama istraživanja bi trebala biti sastavni dio svih aktivnosti u odnosima s javnošću, no provedena istraživanja kontinuirano pokazuju diskrepanciju teorijskog okvira i njegove implementacije od strane praktičara. Ovaj rad služi kako bi se ispitala razina te diskrepancije te identificirali potencijalni razlozi kako bi se dogodila adaptacija određenih faktora koji potiču takav nesklad. Istraživanje primjene metoda evaluacije aktivnosti odnosa s javnošću u hrvatskim komunikacijskim agencijama provedeno je na uzorku od 52 stručnjaka iz domaćih agencija te pokazuje kako je razina primjene metoda evaluacije odnosa s javnošću koje implementiraju domaći praktičari u komunikacijskim agencijama još uvijek na površnom nivou, a kao glavni razlozi identificirani su nedostatak znanja i vremena zbog obavljanja ostalih aktivnosti.

Abstract (english)

Numerous authors emphasize the importance of stronger implementation of measurement and evaluation activities in public relations, while the conducted research confirms that the level of implementation is still lower than it should be. Namely, according to the theoretical assumptions, research should be an integral part of all public relations activities, but the conducted research continuously shows the discrepancy of the theoretical framework and its implementation by practitioners. This paper serves to examine the level of this discrepancy and to identify potential reasons behind it. The research on the application of methods for evaluating public relations activities in Croatian communication agencies was conducted on a sample of 52 experts from domestic agencies and shows that the level of application of public relations evaluation methods implemented by domestic practitioners in communication agencies is still superficial, while a lack of knowledge and time due to performing other activities have been identified as main reasons for such results.

• Keywords: odnosi s javnošću; mjerenje i evaluacija
• Keywords (english): public relations; measurement and evaluation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:452464
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-09-17 12:50:50