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Review article

https://doi.org/10.22522/cmr20220185

Communication Specifics of Today and Public Relations

Karlo Kanajet orcid id orcid.org/0000-0002-5894-5416 ; Faculty of Political Science of Zagreb University


Full text: english pdf 204 Kb

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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

https://hrcak.srce.hr/306326

Publication date:

28.6.2023.

Article data in other languages: croatian

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