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undergraduate thesis
27
9
The impact of new media on the operations of the Croatian public relations agencies
Doris Petričević (2017)
VERN University of Applied Sciences
Cite this item:
https://urn.nsk.hr/urn:nbn:hr:146:693494
Metadata
Title
Utjecaj novih medija na rad hrvatskih agencija za odnose s javnošću
Author
Doris Petričević
Mentor(s)
Mirela Holy
(thesis advisor)
Abstract
Ovim se završnim radom istražilo utjecaj pojave novih medija na rad agencija za odnose s javnošću u Hrvatskoj kroz primarno kvalitativno istraživanje dubinskim intervjuima s predstavnicima sedam agencija za odnose s javnošću. Također, analizirane su web-stranice preostalih 38 agencija koje su članice Hrvatske udruge za odnose s javnošću te se ustanovilo pružaju li agencije usluge digitalnih komunikacija na službenim web-stranicama. Istraživanja su donijela pregled aktivnosti agencija u području prilagodbe na nove medije te su prikupljeni podaci prikazali da je više od 70 % agencija za odnose s javnošću u Hrvatskoj prepoznalo ulogu novih medija u komunikaciji s ciljanim skupinama te između ostalih nude i usluge digitalnih komunikacija. Naime, na tržištu posluju i one agencije koje nude isključivo usluge komunikacija putem tradicionalnih medija. S obzirom na to da je broj korisnika novih medija u rastu, može se zaključiti da raste i mogućnost ostvarivanja dosega ciljanih skupina koje ih koriste. Stoga je preporuka da se agencije za odnose s javnošću prilagode promjenama i educiraju o komunikacijskim mogućnostima koje nude kanali na novim medijima.
Keywords
new media
public relations
agency
digital communication
Parallel title (English)
The impact of new media on the operations of the Croatian public relations agencies
Granter
VERN University of Applied Sciences
Place
Zagreb
State
Croatia
Scientific field, discipline, subdiscipline
SOCIAL SCIENCES
Information and Communication Sciences
Study programme type
professional
Study level
undergraduate
Study programme
Public Relations and Media Studies
Academic title abbreviation
bacc. rel. publ.
Genre
undergraduate thesis
Language
Croatian
Defense date
2017-12-20
Parallel abstract (English)
This final paper has explored the impact of the appearance of new media on the operations of public relations agencies in Croatia through primary research which included in depth interviews with representatives of seven public relations agencies. Moreover, the websites of the remaining 38 agencies, members of the Croatian Public Relations Association, have been analysed striving to determine whether the agencies provide digital communication services on their official websites. The research has provided an overview of the activities performed by public relations agencies in the area of adaptation to the new media. The data collected shows that over 70% of the public relations agencies in Croatia have recognised the role of the new media in communication with target groups and have integrated them in the services provided, amongst which there are also digital communication services. Nevertheless, there are also public relations agencies that provide communication services exclusively through traditional media. Considering the fact that the number of new media users is increasing, a conclusion can be reached that the reach of the target groups, users of the new media, is also rising. Consequently, public relations agencies need to adapt to changes and they need to be trained concerning the communication opportunities provided by the channels in the new media.
Parallel keywords (Croatian)
novi mediji
odnosi s javnošću
agencija
digitalna komunikacija
Resource type
text
Access condition
Open access
Terms of use
URN:NBN
https://urn.nsk.hr/urn:nbn:hr:146:693494
Committer
Jagoda Jureković