Strateški odnosi s javnošću u knjižničnom sektoru: slučaj hrvatskih narodnih knjižnica

master's thesis

• Title (english): Strategic Public Relations in the library sektoru: the case of Croatian public libraries
• Author: Tina Gotovac
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Božo Skoko (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Domagoj Bebić (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2016-07-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

S obzirom da su odnosi s javnošću zaduţeni za stvaranje pozitivnog imidţa narodnih knjiţnica, ovaj rad razmatra strategije odnosa s javnošću koje su vaţne za unaprjeĎenje poslovanja knjiţnice. Vrlo je vaţno definirati zadaće i ciljeve narodnih knjiţnica kako bi odnosi s javnošću bili učinkoviti. Kako bi bile što prepoznatljivije u javnosti trebaju odrţavati dobre odnose sa svojim korisnicima, medijima, donatorima i financijerima. TakoĎer, da bi privukle paţnju na svoje usluge, nuţna je planirana komunikacija, kao najvaţniji aspekt odnosa s javnošću. No pojedine knjiţnice nemaju razvijenu strategiju odnosa s javnošću, stoga je od velike vaţnosti potaknuti djelatnike knjiţnica na razvijanje i unaprjeĎenje tih strateške komunikacije. Upravo zbog toga u radu su se prikazale strategije i taktike odnosa s javnošću te se ispitala učinkovitost komunikacijskih kanala na primjerima hrvatskih narodnih knjiţnica.

Abstract (english)

Given that public relations is responsible for creating a positive image of public libraries, this paper presents the strategies of public relations that are important for improving the operations of the library. It is very important to define the tasks and goals of public libraries for public relations effectiveness. Public libraries should maintain good relations with its customers, the media, donors and financiers to improve their visibility. In order to attract attention to their services, it is necessary to have a communication plan as the most important aspect of public relations. However, some libraries have not developed a public relations strategy, therefore it is of a great importance to encourage employees in libraries to develop and improve strategic communication. This paper displays strategies and tactics of public relations and examines effectiveness of communication channels in croatian public libraries.

• Keywords: hrvatske narodne knjiţnice; odnosi s javnošću; marketing; neprofitne organizacije
• Keywords (english): Croatian public libraries; public relations; marketing; nonprofit organization
• Language: croatian
• URN:NBN: urn:nbn:hr:114:725239
• 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: Open access
• Created on: 2016-11-22 13:08:24