100 let kasneje ali od tradicionalnih do digitalnih odnosov z javnostmi

Bizjak, Mateja (author), Tič Vesel, Marjeta (author)

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.

• Language: Slovenian
• Work type: Not categorized
• Typology: 1.04 - Professional Article
• Organization: FDV - Faculty of Social Sciences
• Year: 2008
• Number of pages: Str. 778-787
• Numbering: Letn. 45, št. 6
• PID: 20.500.12556/RUL-22992
• UDC: 659.4:004
• ISSN on article: 0040-3598
• COBISS.SI-ID: 28031325
• Publication date in RUL: 11.07.2014

Record is a part of a journal

• Title: Teorija in praksa : revija za družbena vprašanja
• Shortened title: Teor. praksa
• Publisher: Fakulteta za družbene vede
• ISSN: 0040-3598
• COBISS.SI-ID: 763652

Secondary language

• Language: English

Abstract

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.