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Odnosi z javnostmi

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Ana Tkalac Verčič
Obseg: 460 strani / trda vezava / leto izida: junij 2020
ISBN: 978-961-235-910-2

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Avtorica v knjigi podrobno predstavi teoretske pojme in koncepte odnosov z javnostmi, ob njih pa nas spoznava s ključnimi teoretskimi in praktičnimi poudarki na najbolj tipičnih področjih prakse – v odnosih z mediji, z internimi javnostmi, s potrošniki, z lokalnimi skupnostmi, v kriznih situacijah, v spletnem komuniciranju. Ob predstavitvi teoretičnih konceptov gre posebej opozoriti na praktični del, v katerem so nazorno predstavljeni uspešni primeri iz organizacijske prakse z različnih področij dela ter pogovori z uveljavljenimi slovenskimi strokovnjaki za odnose z javnostmi, ki lepo ponazarjajo razvoj, zahteve in posebnosti slovenske prakse.

Knjiga je odlična podlaga za visokošolski študij odnosov z javnostmi, obenem pa zaradi praktičnih primerov in nasvetov nepogrešljiv vodnik tudi za praktike odnosov z javnostmi.

 

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Laiki si odnose z javnostmi še vedno predstavljajo kot urejanje medijskih objav in podob. V resnici je namen odnosov z javnostmi upravljanje odnosov med organizacijami in njihovimi déležniki – ljudmi, skupinami in organizacijami, od katerih je odvisen njihov uspeh. Ti obstajajo znotraj organizacij in okoli njih (aktivistične skupine, dobavitelji, lokalne skupnosti, odločevalci, novinarji, strokovnjaki, porabniki, vplivneži in drugi).

Vsi smo odvisni od drugih in vse, kar uspemo narediti, uspemo tudi ali celo predvsem zaradi drugih. Spoznavanje in umevanje te vzajemne odvisnosti je v središču upravljanja odnosov z javnostmi kot načrtovanega ali agilnega delovanja v korist akterja (organizacije ali posameznika, gibanja ali institucije) in njegovega okolja oziroma družbe kot celote.

Slovensko društvo za odnose z javnostmi vstopa v 30. leto svojega obstoja z novo knjigo – prvim slovenskim učbenikom za odnose z javnostmi, prevodom monografije hrvaške profesorice na zagrebški ekonomski fakulteti dr. Ane Tkalac Verčič. 

Ana Tkalac Verčič je redna profesorica za področje trženja na Ekonomski fakulteti Univerze v Zagrebu. Na katedri za trženja predava več komunikacijskih predmetov (Trženjsko upravljanje, Integrirano tržno komuniciranje, Odnosi z javnostmi, Oglaševanje in druge) na dodiplomski, podiplomski in doktorski ravni. Je avtorica številnih znanstvenih in strokovnih objav; soavtorica in urednica nekaj knjig s področja trženja, odnosov z javnostmi in metodologije znanstvenega raziskovanja. Je članica uredništva mednarodnih znanstvenih revij Public Relations Review, Journal of Public Relations Research in International Journal of Strategic Communication. Od leta 2017 je predsednica Hrvaškega društva za odnose z javnostmi (HUOJ).

Za prevod, posodobitev originalnega besedila in dopolnitev s primeri iz slovenske prakse sta poskrbela mag. Nada Serajnik Sraka in Pedja Ašanin Gole; strokovni pregled je opravil dr. Dejan Verčič.

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