Odnosi z javnostmi in njihov pomen pri rasti organizacij civilne družbe v Makedoniji
DOI:
https://doi.org/10.32015/JIBM/2019-11-1-6Ključne besede:
odnosi z javnostmi, NVO, strateško komuniciranje, gradnja podobe in ugledaPovzetek
Članek obravnava načine, na katere se lahko civilna družba in državljani povezujejo prek komunikacijskih praks organizacij civilne družbe. Namen je raziskati, kako organizacije civilne družbe zaznavajo, organizirajo in usklajujejo svoje strateško komuniciranje in odnose z javnostmi, da prepoznajo probleme, s katerimi se soočajo, in priporočiti načine za izboljšanje njihovih komunikacijskih praks. Avtorja v članku ugotovljata, da se dvosmerno komuniciranje z javnostmi doseže z organiziranjem različnih vrst dogodkov, odnosov z mediji in s pomočjo spletnih kampanj. Kljub temu pa ni dovolj razumevanja pomena strateškega komuniciranja, saj se običajno uporablja "ad hoc" pristop. Razlogi so pomanjkanje človeških virov in financ. Posledice teh ugotovitev so podrobneje obravnavane v članku.
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