Professional paper
Quantitative and Qualitative Ranges of Croatian Public Relations in the Year 2003
Božo Skoko
Abstract
The author analyses the history and the development of Croatian public
relations and makes an assessment of its organizational structure, staff
structure and its quantitative and qualitative reaches, based on the research of
The Croatian Association for Public Relations during April 2003 in 206 firms
and 44 governmental institutions. Analyzing the condition and comparing it to
the Western trends, the author percepts the basic qualitative and quantitative
faults in the development of the public relations profession in Croatia and
points out the possible causes of such situation – the nonexistence of standards
within the profession, minimal possibilities of education for public relations
and the lack of businessmen and state officials who understand the advantages
of this new governing activity.
Keywords
public relations; firms; state institutions; Croatia; profession; organization
Hrčak ID:
23012
URI
Publication date:
20.6.2004.
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