Kvalitetna poslovna komunikacija može se smatrati jednim od ključnih luksuza ovog doba. U globaliziranom svijetu u kojem poruka dolazi u svaki kutak zemlje, razne organizacije nastoje poruku učiniti interesantnom primatelju. Ono što informaciji daje neslućene ekspanzijske potencijale svakako su mediji na koje organizacije gledaju kao na savršen kanal dolaska do publike o kojoj ovise. U ovom radu nastojala se utvrditi uloga medija u realizaciji uspješne komunikacije proučavanjem triju organizacija koje djeluju u različitim sektorima. Istraživanje je uključivalo medijsku komunikaciju marketinške agencije Alert, Ureda zastupnika u Europskom parlamentu Davora Škrleca te startup projekta Refugee Reporters. Tri su primjera izabrana zbog različitosti okolina u kojima djeluju, a važno ih je bilo proučavati zajedno kako bi se došlo do zaključka u kojem od tri sektora je najteže uspostaviti komunikaciju s medijima koji vode do krajnjih korisnika, a to je publika. Kako bi se došlo do spomenutih rezultata, korištene su četiri istraživačke metode. Najprije se su se proveli dubinski intervjui s predstavnicima tri organizacije kako bi se dobila saznanja za daljnja istraživanja. Dodatna potvrda spoznaja dobivenih u intervjuima ispitala se metodom opservacije, tj. radom u tri spomenute organizacije gdje je autor rada promatrao i sudjelovao u svakodnevnom radu i tako se dobio priliku vidjeti jesu li tvrdnje iz intervjua utemeljene na praktičnom radu. Spomenutim metodama došlo se do zaključka da tri organizacije mnogo ulažu u razvijanje odnosa s novinarima pa se kratkim intervjuima s novinarima pokušalo doći do saznanja što o odnosu s tri organizacije misle predstavnici medija. Da bi se dobio i uvid u percepciju krajnjih korisnika, provela se anketa gdje je publika dala svoju ocjenu i odredila kojim medijima najviše vjeruje. Usporedbom dobivenih rezultata i literature iz prvog dijela rada nastojalo se utvrditi poklapaju li se rezultati empirijskog istraživanja s onime što o toj temi kaže teorija. Dobiveni rezultati ponudit će se trima organizacijama s ciljem unaprjeđenja poslovanja.

Quality business communication can be considered as one of the key luxuries of this era. In a globalized world where a message is sent to every possible corner of the globe, organizations strive to make the message interesting. What gives information an unimagined expansionary potential is definitely the media, which organizations consider as the perfect channel in reaching an audience. The purpose of this paper was to determine the role of media in the realization of successful communication by observing three organizations which operate in different sectors. The research included the media communication of the marketing agency Alert, the office of a European Parliament member, Davor Škrlec, and a startup project named Refugee Reporters. The three examples were chosen due to different circumstances in which they operate and it was important to analyze them together in order to find out which type of organization has the biggest obstacles in establishing communication with the media and, ultimately, with the audience. In order to realize the mentioned results, four research methods were utilized. The first method was an interview which was conducted with representatives of the mentioned organizations to establish a cognition for further researches. The additional confirmation of the collected information was examined by a method of observation which the author conducted while working in the organizations and analyzing everyday work and, thus, getting an opportunity to see whether the allegations from the interviews were based on a practical work. The mentioned methods have led to a conclusion that the three organizations invest a lot in the development of relations with journalists, so the next method used was a method of short interviews, which were conducted with journalists in order to find out what the representatives of media think about the relations with the three organizations. Also, to get an insight of what the end user’s preferences towards media are, a poll was conducted among the audience. In the end, a comparison between the results of the research and the references from the literature were used to find out what are the differences between the theory and the practical work.