Social Media's Role in Public Relations in Croatia

master's thesis

• Title (croatian): Uloga društvenih medija u odnosima s javnošću u Hrvatskoj
• Author: Vanessa Gluhaković
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Andrea Lučić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Social media impacted various lines of work, therefore, it is important to research its impact
on the public relations practice. It is a part of new media and a new source of communication.
In this thesis, the focus is on describing the term of public relations and social media. When
these terms are defined it is important to define the impact of social media on public
relations. Social media's impact, in general, is strong. Since public relations' focus is on
communication, social media plays a significant role in its practice. The emphasis of the
thesis is on the impact of social media on public relations in Croatia. Public relations
agencies' and practitioners' opinions about social media are thoroughly researched and
defined in the thesis. Social media largely changed the way of communication for the general
population, therefore the impact for practice that focuses on communicating and forming
relationships between companies and their publics, is significant. In this thesis, it is defined
how public relations developed as a practice. In the past, the focus was entirely on the
traditional media which is defined as well. This has changed and today social media has
greater power in communicating than traditional media. The research confirms that traditional
media's role isn't as important as the role of social media. However, traditional media is still
an important type of media for the Croatian public relations practice. There are few concerns
about social media, however, it presents more advantages than disadvantages both in general
and for the practice of public relations.

Abstract (croatian)

Društveni mediji su utjecali na razne vrste poslova, stoga je važno istražiti utjecaj društvenih
medija na posao odnosa s javnošću. Društveni mediji su dio novih medija te novi izvor
komunikacije. U diplomskom radu, fokus je na objašnjavanju pojma odnosa s javnošću i
društvenih medija. Nakon što su ovi pojmovi objašnjeni i jasni, važno je definirati utjecaj
društvenih medija na odnose s javnošću. Utjecaj društvenih medija je općenito snažan. S
obzirom da je fokus odnosa s javnošću komunikacija, društveni mediji imaju važnu ulogu u
njihovu poslu. Naglasak diplomskog rada je na utjecaju društvenih medija na odnose s
javnošću u Hrvatskoj. Mišljenja agencija za odnose s javnošću te stručnjaka za odnose s
javnošću su temeljito istražena i definirana u diplomskom radu. Društveni mediji su uvelike
promjenili način komuniciranja za globalnu populaciju, stoga utjecaj na odnose s javnošću
koji se odnosi na komuniciranje i formiranje odnosa između kompanija i njihovih javnosti je
značajan. U ovom diplomskom radu, definirano je kako su se odnosi s javnošću razvijali u
praksi. U prošlosti, fokus odnosa s javnošću je u potpunosti bio na tradicionalne medije koji
su također definirani. Došlo je do promjena, te danas društveni mediji imaju veću moć u
komuniciranju od tradicionalnih medija. Istraživanje dokazuje da uloga tradicionalnih medija
nije važna kao što je uloga društvenih medija. Međutim, tradicionalni mediji su i dalje važna
vrsta medija za odnose s javnošću u Hrvatskoj. Postoje određeni problemi sa društvenim
medijima, međutim, predstavljaju više prednosti nego mana kako za cijeli svijet tako i za
posao odnosa s javnošću.

• Keywords: Social media; public relations; impact; practice; traditional media
• Keywords (croatian): Društveni mediji; odnosi s javnošću; utjecaj; uloga; tradicionalni mediji
• Language: croatian
• URN:NBN: urn:nbn:hr:148:880552
• Study programme: Title: Business economics; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership; Course: Marketing in english; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-29 10:42:45