Original scientific paper

Negotiating Skills of Entrepreneurs in Public Relations

Vladimir Villach Čeliković ; INGRA d.d., Zagreb, Hrvatska
Igor Čizmadija ; Visoka škola za ekonomiju, poduzetništvo i upravljanje „Nikola Šubić Zrinski“, Obrazovna grupa Zrinski, Zagreb, Hrvatska

Abstract

Although it could be said that negotiating is an everyday activity, it cannot be called an ordinary human activity. If a conversation between two people begins to move in the direction where the first person attempts to satisfy their needs, using the second person in a reasonable way, we can conclude that the negotiations have already begun. Although spontaneous negotiations are often encountered in everyday life, when it comes to public relations, negotiations should be organized, planned, conscious, and should take into account the nature of the target audience. The purpose of this paper is to raise entrepreneurs’ and managers’ awareness of the necessity of knowing the art of negotiating as well as negotiation tactics as the essential characteristics of those who primarily want to communicate with the public i.e., those who know how to manage the process of establishing and maintaining the common principles of communication, understanding, acceptance and cooperation between organization and its public.

Keywords

negotiating skills; negotiating tactics; public relations

Hrčak ID:

130202

URI

https://hrcak.srce.hr/130202

Publication date:

1.6.2012.

Article data in other languages: croatian

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