Percepcija važnosti odnosa s javnošću među ravnateljima srednjih škola Grada Zagreba

professional thesis

• Title (english): The perception of public relations importance among city of Zagreb high school principals
• Author: Petar Vukelić
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Ivan Tanta (mentor)
• Committee member: Goroslav Keller (predsjednik povjerenstva)
• Committee member: Ivan Tanta (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-10-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Kao i druge društvene institucije, škole su u modernom-suvremenom društvu pozvane djelovati javno, govoriti o svojim djelatnostima, izvršavanju postavljenih odgojno-obrazovnih ciljeva i financiranju svoga rada. Ili kako začetnik istraživanja odnosa s javnošću u Hrvatskoj Vlade Dragun piše: „Više ni jednoj organizaciji nije svejedno kako je drugi vide, kakva joj je komunikacija s drugima, uživa li povjerenje javnosti, jesu li njeni djelatnici pravodobno informirani, koliko su motivirani te kako svi ti procesi utječu na njeno poslovanje.“ (Dragun, 2010: 95). Rukovodeći kadar odgojno-obrazovnih institucija pozvan je razmišljati o imidžu i reputaciji svojih institucija. Metodom dubinskog intervjua u lipnju/srpnju 2022. godine ispitani su stavovi ravnatelja srednjih škola s područja Grada Zagreba izabranih slučajnim stratificiranim uzorkom: kako ravnatelji doživljavaju odnose s javnošću kao struku i praksu, kako doživljavaju svoju ulogu u procesu kreiranja imidža, reputacije institucije i osobne reputacije kao ravnatelja škole. Većina ispitanih ravnatelja srednjih škola s područja Grada Zagreba odnose s javnošću doživljavaju kao modernu i mladu struku koja ima dobru reputaciju i koja je usko vezana uz internet i digitalnu revoluciju. Skoro svi ispitani ravnatelji smatraju da je nužno da ravnatelji rade na izgradnji osobnog imidža. Stav skoro svih ispitanika jest da ukoliko se školom dugoročno strateški upravlja, ako se gradi imidž i pozitivna školska klima i kultura da će se u dužem periodu stvoriti dobra reputacija škole.

Abstract (english)

As well as the other social institutions in modern contemporary society, schools are called to act publicly, to present their activities, carry out placed educational goals and to finance their work. Just like what Vlado Dragun, the orginator of research of public relations in Croatia, says: "No longer does any organization not care how it is seen by others, what their communication is like, do they have public confidence secured, are their employees timely informed or motivated or how all these processes affect on their business activity." The senior administrative management is asked to think of the image and reputation of their institutions. In June/July 2022., City of Zagreb high-schools' principals' views have been tested using the method of in-depth interviews. Subjects were chosen by randomly stratified sample, testing their views on public relations as a profession and a practice, how they view their role in building institution's reputation, as well as personal reputation as a school principal. Most of the examinees see public relations as young and modern profession with good reputation, closely linked with the internet and digital revolution. Almost all examinees consider it necessary to work on personal public image. Almost all of them think that schools' prolonged positive reputation can be achieved with long-term strategic management and cultivation of positive school culture.odnosi s javnošću u obrazovanju, ravnatelji, srednje škole, imidž, percepcija struke.

• Keywords: odnosi s javnošću u obrazovanju; ravnatelji; srednje škole; imidž; percepcija struke
• Keywords (english): public relations in education; principals; high school; image; perception of the profession
• Language: croatian
• URN:NBN: urn:nbn:hr:114:182833
• 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: Access restricted to students and staff of home institution
• Created on: 2023-01-23 13:21:14