Original scientific paper
Strategic Public Relations at Public Universities with a Special Focus on University North
Antonia Tomaš
; University North, Koprivnica, Croatia
*
Petra Kuhar
; University North, Koprivnica, Croatia
*
Mario Tomiša
; University North, Koprivnica, Croatia
*
* Corresponding author.
Abstract
This paper investigates the strategies, challenges, and potentials of public relations at nine public universities in the Republic of Croatia, with a special focus on the University of the North. The goal of the research is to classify public relations, analyze communication activities on websites and social networks, identify strategies and tactics, conduct a comparative analysis among universities, and apply empirical methods to understand stakeholder perceptions. The methodology of the work is based on qualitative analysis of website content and monitoring of activities on social networks, analysis of communication materials, social networks and content, concretization method, comparative analysis, empirical method, and synthesis for drawing conclusions. In the context of universities, public relations become crucial for maintaining reputation, attracting students and solving various problems such as financial challenges, lack of resources and finding jobs for graduates. The research showed that relations with the public at public universities in the Republic of Croatia are in the development phase, with great potential for progress. The University of the North stands out for its active approach to strategic relations with the public, the use of modern communication channels and a focus on two-way communication. However, there are also challenges that universities face, such as limited resources, lack of coordination and the need to strengthen professional capacities in the field of public relations. The conclusion of this research suggests the need for further research and improvement of public relations practices at public universities in the Republic of Croatia, with the aim of ensuring their successful integration into higher education institutions and responding to the specific needs of their stakeholders.
Keywords
public universities; public relations; communication startegies; University North
Hrčak ID:
325230
URI
Publication date:
15.12.2024.
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