Methodology and research methods in public relations
Автор: Vuković M., Dašić D.
Журнал: Ekonomski signali @esignali
Статья в выпуске: 1 vol.19, 2024 года.
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The most advanced form of public relations is represented by scientifically guided processes of solving organizational problems and change processes. This paper discusses some of the methods used to gather quantitative and qualitative information to define the problematic situation as accurately as possible. The primary purpose of research in public relations, like other business functions, is to reduce uncertainty in decisionmaking. This paper first examines the place of research in various models of public relations. It then explains the first phase in the PR management process - situation analysis - where research activities are particularly emphasized. The second part of the paper focuses on methods, both formal and informal, commonly used in PR practice.
PR, Methodology, method, communication
Короткий адрес: https://sciup.org/170204240
IDR: 170204240 | УДК: 659.44:303.444; 167/168 | DOI: 10.5937/ekonsig2401067V
Metodologija i metodi istraživanja u odnosima s javnošću
Najnapredniji oblik odnosa s javnošću predstavljen je naučno vođenim procesima rešavanja organizacionih problema i procesima promena. Ovaj rad razmatra neke od metoda koje se koriste za prikupljanje kvantitativnih i kvalitativnih informacija radi što preciznijeg definisanja problemske situacije. Primarna svrha istraživanja u odnosima s javnošću, kao i u drugim poslovnim funkcijama, jeste smanjenje neizvesnosti u donošenju odluka. Rad prvo ispituje mesto istraživanja u različitim modelima odnosa s javnošću. Zatim objašnjava prvu fazu procesa upravljanja odnosima s javnošću - analizu situacije - gde se istraživačke aktivnosti posebno ističu. Drugi deo rada fokusira se na metode, kako formalne tako i neformalne, koje se često koriste u praksi odnosa s javnošću.
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