Izvorni znanstveni članak
Deliberative public relations in sustainable urban tree management: the Varaždin model of participatory communication
Vesna Haluga
orcid.org/0000-0003-1524-5169
; Grad Varaždin
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Jelena Sekelj
; Parkovi d.o.o., Varaždin
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Luka Alebić
; Akademija za umjetnost i kulturu, Sveučilište Josipa Jurja Strossmayera u Osijeku
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* Dopisni autor.
Sažetak
This study examines the unique Varaždin model of urban green management, implemented by the company Parkovi d.o.o. It innovatively incorporates public relations as the fourth pillar of management, alongside tree selection and planting, tree cadastre, and professional tree care. Qualitative analysis shows that communication is a crucial and essential element of management, fostering transparency and boosting citizen participation. The findings demonstrate that informative, educational, participatory, and crisis communication strategies can improve institutional credibility, build trust, and strengthen local identity. The company Parkovi d.o.o.'s innovative public relations approach is also applicable to other utility companies and can be implemented in Croatia and other European countries.
Ključne riječi
public relations; deliberative communication; sustainability; urban forestry; green management
Hrčak ID:
351005
URI
Datum izdavanja:
25.6.2026.
Posjeta: 0 *