Obilježja krizne komunikacije koncerna Agrokor u 2017. godini

master's thesis

• Title (english): The Characteristics of Crisis Communication in the Agrokor Group in 2017
• Author: Karlo Kanajet
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Kosta Bovan (član povjerenstva)
• Committee member: Smiljana Leinert-Novosel (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2019-07-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Odnosi s javnošću dobivaju na važnosti kao znanstvena disciplina. To se ogleda u specijalizaciji područja. Jedna od grana je i krizno komuniciranje. Sve više organizacija uviđa brojnost prijetnji kojima su izložene. Postmodernističko doba znači kako je sve relativno, a reputacija koja može biti građena godinama osobito je fragilna. Definicija krize ima mnogo, no najjednostavnije je reći kako ona označava situaciju u kojoj se narušavaju redovite procedure funkcioniranja. Iznimno je bitno da se u suočavanju s krizom zauzme strateški pristup. Proaktivnost može pomoći da se kriza uopće i ne dogodi, ili bitno smanjiti njezine negativne posljedice. U suprotnom, komunikatorima na raspolaganju stoji neka od reaktivnih strategija. Rad predstavlja istraživanje obilježja krizne komunikacije koncerna Agrokor u 2017. godini, metodom analize sadržaja. Koncern se te godine suočio s financijskim problemima. Istraživanje je podijeljeno na dva dijela. S jedne strane istraživanje je usmjereno na portal Večernji.hr kako bi se utvrdile odrednice medijskog izvještavanja o Agrokoru. S druge se strane analiziraju službena internetska priopćenja koncerna. Potom se na kombiniran način izlažu najvažniji rezultati do kojih se došlo. Svrha je istraživanja utvrditi u kojoj se mjeri u konkretnom postupanju mogu prepoznati obrasci o kojima pišu znanstvenici koji se bave kriznim komuniciranjem. U skladu s time, cilj je rada u cjelini uspješno povezivanje teorije i prakse ovog područja odnosa s javnošću.

Abstract (english)

Public relations is growing as a scientific discipline. It is recognizable by the specialization of the field itself. One branch is the crisis communication. More and more organizations are aware of the threats they are exposed to. Living in postmodern times means that everything is relative, and the reputation built over the years is especially fragile. Though there are many definitions of the crisis, simplest way to describe is that it refers to the situation where usual procedures are harmed. In dealing with the crisis it is very important to take strategic perspective. Being proactive can help preventing crisis from happening at all, or minimize its negative consequences. If that is not the case, communicators should use some of the reactive strategies. This essay represents the research of characteristics of crisis communication of The Agrokor Group in 2017, by using content analysis as a method. That year The Group faced with the financial difficulties. Research is divided into two parts. On the one hand research is focused on Večernj.hr site, in order to examine determinants of the media cover about Agrokor. On the other, the official web press releases of The Group are analyzed. Afterwards in a combined manner the results are presented. Purpose of this research is to examine in what scale the actual work follows the patterns crisis communication scientists are talking about. In this connection the goal of this essay as a whole is to bring theory and practice together in this public relations field.

• Keywords: odnosi s javnošću; krizno komuniciranje; postmodernizam; reputacija; strategija; koncern Agrokor
• Keywords (english): public relations; crisis communication; postmodernism; reputation; strategy; The Agrokor Group
• Language: croatian
• URN:NBN: urn:nbn:hr:114:512932
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-11-20 14:34:46