Conference paper
PUBLIC RELATIONS AS A CONTRIBUTION TO DEMOCRATIZATION AND PROFESSIONALIZATION OF THE PROCESS OF PUBLIC COMMUNICATION
Božo Skoko
orcid.org/0000-0002-4028-7128
; Faculty of Political Science, University of Zagreb, Zagreb, Croatia
Abstract
The author deals with the advantages and disadvantages of the modern system of public communication and the possibilities of its revamping. In this context he analyzes the consequences of the emergence and the impact of public relations as a skill whose goal is to establish and maintain good relationships between the subject and the publics surrounding it. He also underlines the positive effects of public relations regarding the democratization and the professionalization of the entire process of public communication. This role of public relations is particularly obvious in increasing understanding between groups and organizations, in communication management and in coordinating the private and the public principles of action.
Keywords
public communication; the media; public relations
Hrčak ID:
22859
URI
Publication date:
26.8.2004.
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