20.500.12556/RUL-22992 100 let kasneje ali od tradicionalnih do digitalnih odnosov z javnostmi Ob 100-letnici odnosov z javnostmi se je zgodil nov "medijski preobrat": splet 2.0 je udejanjil dvosmerni model odnosov z javnostmi in v besednjak stroke uvedel izraz "digitalni PR". Slednji pomeni le nov kanal, v katerem se pojavljajo nam dobro znane javnostmi iz "offline" sveta. Okolje, v katerem organizacija deluje, splet le razširja. V novem razširjenem komunikacijskem vesolju, ki deluje po načelu "od spodaj navzgor", se medsebojno spoznavajo, izmenjujejo informacije, stališča, se povezujejo in tudi aktivno sodelujejo pripadniki naših sicer klasičnih javnosti. Komunikacija z njimi v spletnem okolju je mnogo težje obvladljiva. Upravljanje odnosov z javnostmi tudi v spletnem okolju mora biti del strateškega upravljanja družbe, da bi lahko zasledovalo ključno poslanstvo: upravljanje ugleda organizacije. At the 100th anniversary of public relations a new "media turnover" has occurred: web 2.0 has brought to life the two-way model of public relations and thus a new term, "digital PR", has been introduced in the profession. However, "digital PR" serves merely as a new communication channel for publics that are already known to us from the offline world. The environment in which a certain organization is operating has only been broadened by the world-wide web. In the new universe of communication, which functions by the principle "from the bottom up", members of "traditional" publics get to know each other; they connect, exchange information and views, and actively cooperate with each other. Online communication with our publics, in comparison to the offline one, is much more demanding to manage. Managing public relations online must be a part of the strategic management of an organization so that it can follow its main objective: managing organization's reputation. true false false Slovenski jezik Angleški jezik Delo ni kategorizirano 2014-07-11 14:30:46 2014-07-11 14:30:46 2022-06-02 03:51:29 0000-00-00 00:00:00 2008 0 0 Str. 778-787 št. 6 Letn. 45 nov.-dec. 2008 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.4:004 0040-3598 28031325 http://dk.fdv.uni-lj.si/db/pdfs/tip20086_Bizjak_Tic-Vesel.pdf 1 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=22992 Fakulteta za družbene vede Teorija in praksa 0 0 0