Prethodno priopćenje
Journalists' perceptions about the impact of PR professionals in the public opinion
Ksenija Žlof
; Sveučilište u Zadru
Sažetak
Only by the end of the last and the beginning of this century the public
relations started to flourish in our country. Their development has not finished yet, and
it is followed by a continuous quality growth of relations and more intensive
communication between public relations practitioners and media representatives.
Together with the public relations development in practice, some theoretical insights on
this relatively new discipline, have been gaining ground. PR professionals' primary task is
to influence public opinion, and to win public over on behalf of the organization,
institution or employer they work for. This is not an easy task, especially when faced
with fragile arguments. In such cases, the personality of public relations practitioners is
of a key importance.
Ključne riječi
image; credibility / authenticity; public opinion; PR professionals; journalists
Hrčak ID:
41449
URI
Datum izdavanja:
4.11.2007.
Posjeta: 3.129 *