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Title: Učinkovito upravljanje odnosov z javnostmi na primeru humanitarne organizacije : diplomska naloga visokošolskega univerzitetnega študijskega programa prve stopnje Authors: ID Bajc, Ljudmila (Author) ID Kovačič, Andrej (Mentor) More about this mentor... Files: UNI_Bajc_Ljudmila_i2015.docx (1,00 MB) MD5: FC10ACF53F099CD5EA9485C78F02C89E   Language: Slovenian Work type: Undergraduate thesis Typology: 2.11 - Undergraduate Thesis Organization: FUDS - School of advanced social studies Abstract: V nalogi obravnavamo odnose z javnostmi s študijo primera nevladne humanitarne organizacije Rdeči križ Slovenije Območno združenje Novo mesto (krajše OZRK Novo mesto). Neprofitne organizacije potrebujejo funkcijo odnosov z javnostmi, saj so soodvisne z okoljem in morajo vzpostaviti mehanizme, ki jim omogočajo komuniciranje z javnostmi. V diplomski nalogi ugotavljamo, kaj naredi organizacijo učinkovito in uspešno pri odnosih z mediji in ostalimi javnostmi. Raziščemo ali pri OZRK Novo mesto dovolj dobro poznajo orodja za upravljanje odnosov, ali jih pravilno izbirajo, ali načrtujejo strategijo izvajanja odnosov ter ali preverjajo in merijo doseganje zastavljenih ciljev. Z empirično raziskavo preverimo ali so poznavanje orodij za upravljanje odnosov z javnostmi, pravilen izbor orodij, načrtovana strategija in preverjanje in merjenje ciljev bistveni dejavniki, ki vplivajo na učinkovitost upravljanja. V teoretičnem delu predstavimo teoretski koncept odnosov z javnostmi, v empiričnem pa predstavimo Rdeči križ Slovenije OZRK Novo mesto in izvedemo raziskavo, s katero skušamo prikazati uspešnost njihovega izvajanja odnosov z javnostmi in predstaviti, kateri dejavniki so bistveni za učinkovito upravljanje odnosov z javnostmi. Z raziskovalnimi metodami: vprašalnikom, družboslovnim intervjujem in analizo primarnih virov pridobimo podatke za analizo novinarske konference, sporočila za medije in medijskega dogodka- dobrodelne akcije ter jih primerjamo s teoretskim konceptom. Na podlagi zbranih analiz ugotovimo, da v OZRK Novo mesto poznajo orodja odnosov z javnostmi in jih pravilno uporabljajo. Pri načrtovanjih strategije se držijo ustaljenih postopkov, vendar pa ne preverjajo in ne merijo doseganja zastavljenih ciljev, ki so nujni za učinkovito upravljanje. Zaradi tega dosegajo slabše rezultate od zastavljenih, zlasti pri organizaciji medijskega dogodka. Razlog je pomanjkanje denarja za strokoven kader in odsotnost izobraževanja na tem področju. Ugotavljamo kako izrednega pomena je sprotno merjenje programov odnosov z javnostmi za doseganje zastavljenih ciljev in učinkovito upravljanje. Keywords: odnosi z javnostmi, učinkovitost, orodja, odnosi z mediji, diplomske naloge Place of publishing: Novo mesto Place of performance: Novo mesto Publisher: [L. Bajc] Year of publishing: 2015 Year of performance: 2015 Number of pages: 51 str., [13] str. pril. PID: 20.500.12556/ReVIS-8083  COBISS.SI-ID: 4583675  UDC: 005.9 Publication date in ReVIS: 29.07.2021 Views: 1124 Downloads: 16 Metadata:    Cite this work Plain text BibTeX EndNote XML EndNote/Refer RIS ABNT ACM Ref AMA APA Chicago 17th Author-Date Harvard IEEE ISO 690 MLA Vancouver : Copy citation

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In my work I was researching public relations through the case of non-governmental humanitarian organization Red Cross Slovenia Areal Association Novo mesto (shortly AARC Novo mesto). Non-profit organizations need public relation function due to their interdependance with their environment and that is the reason for them to create mechanisms, which allow them to communicate with the public. Through my diploma work we are finding out what make an organization efficient and successful in relations with media and other public. We researched if AARC Novo mesto is awared enough of relation management tools, if they choose appropriate tools, if they plan the relations performance strategy and if they control and measure the undertaken objectives. The empirical study we use for checking whether public relations management tools awareness, the correct selection of tools, planned strategy, verification and measurement of the targets are essential factors which have the main influence on management efficiency. In theoretical part of my research I demonstrated theoretical view of public relations, in empirical part I made a presentation of Red Cross Slovenia AARC Novo mesto and presented a research I used for finding out the successfulness of their public relations performance and which factors are crucial for effective public relations management. With research methods like questionaries, sociological interview and primary sources analysis, we get data for press conference analysis, press releases and media event – charity event, than we compare findings with theoretical part of research. On the basis of collected analyzes, we found out that in AARC Novo mesto are well aware of public relations tools and they use these tools correctly. By strategy planning they stick to established procedures but they don't control and they don't measure the achievement of goals they set in their plan which are crucial for effective management. That is the main reason they achieve the worse results than they planned, particularly at media event organization. The reason is lack of money for professional staff and absence of education in this field. We find out the importance of perpetual and real-time measurement of public relations programs for achieving the objectives, we are aming to and efficient management.

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