ISSN-1855-6175

Sporočila za javnost: od tradicionalnega k digitalnemu

mag. Nada Serajnik Sraka

B2, Visoka šola za poslovne vede, Ljubljana


Press releases: from conventional to digital

ABSTRACT

Digital technologies introduce major changes in all forms of communication, including in the field of written communication. Writing cmpetence is considered one of the most important competences needed by public relations practitioners in everyday work. We were interested in finding how web technologies influence the preparation of press releases, one of the most common communication tools, and at the same time the most common written public relations genres. and how the new approaches are reflected in the practice of public relations. We wanted to find out how digital technologies influence the process of preparing press releases, especially in terms of writing structure and layout. The research sample consisted of press releases of four governments (English, Canadian, German and Slovenian), a total of 40, published by the governments in one month (March 2018).

Keywords: press release, e-press release, writing for public relations

JEL Classification codes: M31, M45

POVZETEK

Digitalne tehnologije vnašajo velike spremembe v vse oblike komuniciranja, tudi na polje pisnega komuniciranja, ki velja za eno najpomembnejših kompetenc, ki jih praktiki odnosov z javnostmi potrebujejo pri vsakdanjem delu. Zanimalo nas je, kako spletne tehnologije vplivajo na pripravo sporočil za javnost, enega od najpogostejših komunikacijskih orodij in obenem najpogostejših pisnih žanrov odnosov z javnostmi ter kako se odražajo v praksi odnosov z javnostmi. Z raziskavo smo želeli ugotoviti, kako digitalne tehnologije vplivajo na proces priprave sporočil za javnost, zlasti z vidika strukturiranja in oblikovanja pisanja. Raziskovalni vzorec so sestavljala sporočila za javnost štirih vlad (angleške, kanadske, nemške in slovenske), skupaj 40, ki so jih navedene vlade objavile v obdobju enega meseca (marec 2018).

Ključne besede: sporočilo za javnost, e-sporočilo za javnost, pisanje za odnose z javnostmi

JEL klasifikacija: M31, M45

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