Upravljanje kampanjom odnosa s javnošću u hrvatskim muzejima

professional thesis

• Author: Ana Pastuović
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Mathematics); Zagreb
• Defense date and country: 2020-07-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Praksa pokazuje kako odnosi s javnošću postaju sve važniji za muzeje. Osim što imaju funkciju promocije muzejske institucije i njezinih aktivnosti, muzejski odnosi s javnošću pomažu u izgradnji povjerenja javnosti i ugleda muzeja, prikupljanju financijskih sredstva te uspostavi i održavanju kvalitetnih odnosa s brojnim javnostima muzeja.

Muzeji primjenjuju različite strategije odnosa s javnošću, uključujući kampanju odnosa s javnošću. U Hrvatskoj do sada nije provedeno istraživanje koje bi analiziralo odnose s javnošću u muzejima u kontekstu kampanje za odnose s javnošću. Za potrebe ovog rada provedeno je primarno istraživanje metodom intervjuiranja, na namjernom, prigodnom uzorku od 10 muzeja u Republici Hrvatskoj. Ciljevi su bili: istražiti u koje svrhe muzeji provode kampanju odnosa s javnošću, načine na koje se planiraju i provode kampanje, koje su sve koristi muzeji ostvarili primjenom kampanje te u kojoj mjeri kampanja pomaže u ostvarivanju konkurentske prednosti.

Rezultati istraživanja pokazuju kako muzeji u Republici Hrvatskoj primjenjuju kampanju odnosa s javnošću najčešće u svrhu promocije izložbi, muzejskih manifestacija i događanja, zatim radi rješavanja određenog problema zajednice, promicanja pozitivnog ponašanja, povećanja vidljivosti muzeja, promocije otvaranja novog muzeja, u svrhu jačanja ugleda, privlačenja posjetitelja i prikupljanja financijskih sredstava, donacija i sponzorstava. Muzeji smatraju da su kampanje odnosa s javnošću korisne i da im pomažu u ostvarivanju organizacijskih ciljeva i misije. Kao najčešće prepreke provođenju kampanja odnosa s javnošću u muzejima ispitanici navode nepostojanje budžeta za financiranje kampanje, manjak stručnog kadra, nedovoljno poznavanje tehnika strateškog planiranja te nedovoljnu želju ostalih dionika za sudjelovanjem u kampanji.

Abstract (english)

The practice has shown that public relations have become increasingly important for the work of museums: from supporting the promotion of exhibitions and other projects to growing public trust and strengthening the reputation of the museum in public, collecting finances as well as establishing and maintaining good relationship with diverse publics.

Museums apply various public relations strategies, including public relations campaigns. So far there has been no research in Croatia focusing on public relations in museums in the context of public relations campaign. For the purpose of this thesis, the interview-based survey covered the sample of 10 museums in Croatia experienced in conducting public relations campaigns. The objectives were to explore the purposes of public relations campaigns, ways in which the campaigns had been planned and implemented, as well as their benefits and the potential for a competitive advantage.

The research has shown that museums in Croatia conduct public relations campaign mostly to promote exhibitions and museum events, to address a particular community problem, support positive behaviour, increase visibility of the museum, promote the opening of a new museum, enhance the museum’s reputation, invite visitors and attract financial resources, donations and sponsors. The museums believe that public relations campaigns are useful, as well as a valuable tool in fulfilling the organizational goals and missions. As the most common obstacles to public relations campaigning in museums, the respondents stated a lack of funding for the campaign, the absence of professional staff, insufficient knowledge of strategic planning techniques and the indifference of the stakeholders to participate in the campaign.

• Keywords: odnosi s javnošću; odnosi s javnošću u muzejima; muzeji; kampanja odnosa s javnošću u muzejima; neprofitni odnosi s javnošću
• Keywords (english): public relations; museums; museum public relations; museum public relations campaign; non-profit public relations
• Language: croatian
• URN:NBN: urn:nbn:hr:148:741328
• Study programme: Title: Marketing Communications Management; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/specijalistica upravljanja marketinškom komunikacijom (sveučilišni/a specijalist/specijalistica upravljanja marketinškom komunikacijom)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-07-14 09:14:38