Učinkovito strateško komuniciranje

professional thesis

• Title: Učinkovito strateško komuniciranje : studija slučaja Oružanih snaga Ujedinjenog Kraljevstva u razdoblju od 2017. do 2021. godine
• Title (english): Effective strategic communication : a case study of the UK Armed Forces 2017-2021
• Author: Sanja Tomić
• Mentor: Igor Kanižaj (mentor)
• Committee member: Robert Mikac (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-06-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Strateško komuniciranje obuhvaća provođenje komunikacije između organizacije i njezinih ciljnih publika kako bi se postigli planirani ciljevi. Stvaranje strategije je složen postupak koji donosi izvanredne uspjehe ukoliko je proveden kvalitetno. Strateško komuniciranje se može koristiti u raznim sferama poslovanja pa tako i u području obrane gdje postaje sve važnije u digitalnom svijetu koji se brzo mijenja i u kojem informacije i percepcija igraju ključnu ulogu u modernim sukobima i međunarodnim odnosima. Ovaj rad će analizirati elemente učinkovitosti strateškog komuniciranja Oružanih snaga Ujedinjenog Kraljevstva u razdoblju od 2017. do 2021. godine i razmotriti mogućnost korištenja rezultata u Oružanim snagama Republike Hrvatske.

Abstract (english)

Strategic communication is a term used to describe the communication process of creating and implementing effective communication strategies between an organization and its target audience in order to achieve specific goals. It is a complex process that can result in extraordinary results if executed properly. Strategic communication is applicable to various business spheres, including defense, where it has become increasingly crucial in today's rapidly changing digital world where information and perception play a key role in modern conflicts and international relations. This paper aims to analyze the elements that made the strategic communication of the Armed Forces of the United Kingdom effective from 2017 to 2021. Furthermore, it will explore the possibility of applying the results to the Armed Forces of the Republic of Croatia.

• Keywords: strateško komuniciranje; oružane snage; oružane snage Ujedinjenog Kraljevstva
• Keywords (english): strategic communication; armed forces; Armed Forces of the United Kingdom
• Language: croatian
• URN:NBN: urn:nbn:hr:114:096539
• Study programme: Title: Public Relations; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-07-04 11:46:27