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Vrednotenje v odnosih z javnostmi
Serajnik Sraka, Nada (Author)

URLURL - Presentation file, Visit http://dk.fdv.uni-lj.si/db/pdfs/tip20086_Serajnik-Sraka.pdf This link opens in a new window

Abstract
Sodobne organizacije se morajo dokazovati na področju upravljanja z materialnimi in tudi nematerialnimi sredstvi. Pa ne samo v profitnem sektorju, tudi v javnem sektorju morajo izkazovati vrednost izvedenega, upravičenost za delovanje, predvsem pa učinkovitost v skladu s porabo javnih sredstev. Strokovnjaki za odnose z javnostmi trdijo, da lahko stroka odnosov z javnostmi s svojim znanjem, načinom dela in ugotovitvami pomaga odločevalcem razumeti širše okolje, zaznavati trende, preprečevati nesoglasja in konflikte ter prispevati k poslovni uspešnosti podjetij. Menedžerji želijo videti konkretne rezultate komuniciranja, ki upravičujejo porabljena sredstva za doseganje programskih rezultatov, pa tudi jasno izražene do(pri)nose k povečanemu ugledu, boljšim odnosom s strateškimi javnostmi, k dohodkovni ali delničarski vrednosti organizacij. Namen prispevka je predstaviti pomen vrednotenja v odnosih z javnostmi, kakor ga obravnavajo teoretiki in prakticirajo praktiki. Največ pozornosti je namenjeno predstavitvi aplikativnega vrednotenja v odnosih z javnostmi.

Language:Slovenian
Work type:Not categorized (r6)
Tipology:1.04 - Professional Article
Organization:FDV - Faculty of Social Sciences
Year:2008
Number of pages:str. 848-869
Numbering:Letn. 45, št. 6
UDC:659.4
ISSN on article:0040-3598
COBISS.SI-ID:28033629 Link is opened in a new window
Views:453
Downloads:107
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Record is a part of a journal

Title:Teorija in praksa
Shortened title:Teor. praksa
Publisher:Visoka šola za politične vede
ISSN:0040-3598
COBISS.SI-ID:763652 This link opens in a new window

Secondary language

Language:English
Abstract:
Modern organisations must prove their competence in managing tangible and intangible resources. Not only in the commercial sector, but also in the public sector; public and state institutions must repeatedly demonstrate their effectiveness and efficient use of public funds, as well as the legitimacy of their operation. Public relations experts claim that with its knowledge, methods of their work and evaluation findings, the profession is able to help decision-makers understand their broader environment, recognise trends, prevent disagreements and conflicts, and contribute to greater business efficiency. Managers want to see tangible results from communication, which justify the funds used to achieve programme results, as well as clearly express their contribution to better reputation, improved strategic relations with different stakeholders, to increase the income and share-related value of their companies. The purpose of this paper is to present different forms and methods of evaluation in public relations as being understood and used by theoreticians and practitioners. Most of the attention is devoted to the applicative aspect of the evaluation in public relations.


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