Review article
https://doi.org/10.22522/cmr20220185
Communication Specifics of Today and Public Relations
Karlo Kanajet
orcid.org/0000-0002-5894-5416
; Faculty of Political Science of Zagreb University
Abstract
This paper deals with the communication specifics of today, and how they affect the work of public relations practitioners. The paper first theoretically elaborates the relationship between public relations and journalism. Despite the present and sometimes emphasized antagonism between public relations and journalism, these two professions are directed at each other, and those who practice them can make their work substantially easier if they decide to cooperate. Then communication in the digital age, strategy and tactics, and internal communication are elaborated. Modern communication is characterized by the use of specific language and rapid changes. In order to cope with such conditions, organizations create plans that define clear strategies that are implemented through tactics. It is concluded that one of the crucial tasks is the creation of a healthy working atmosphere, whereby public relations specialists work as communication agents to establish a dialogue.
Keywords
Public relations, journalism, digital era, strategy, tactics, internal communication
Hrčak ID:
306326
URI
Publication date:
28.6.2023.
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