Integrisanje odnosa s javnošću u sistem marketing komuniciranja
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Public relations can be seen as a management function, whose task is
to establish and foster relationships of mutual understanding and
goodwill between the organization and various groups of publics who
can impact on its success or failure, but also as one of the most
important marketing communications tools. Since public relations
could potentially have great power and influence on the formation of
public opinion, on the creation of the image and reputation of the
organization, as well as on the establishment and maintenance of high
quality and long-term relationships with various business and market
structures, for the needs of the doctoral dissertation a research was
carried out in the higher education institutions in Serbia, in order to
determine the degree of development and forms of application of
public relations in the context of the overall promotional activities of
these institutions.
The main objectives of this paper are related to: a comprehensive
theoretical... consideration of marketing communications tools; a
theoretical consideration of public relations as a management
function, and then determining the place, role and importance of
public relations in the marketing communications system; a review of
the application of the most important areas of public relations, as well
as the importance and role of the public relations as the marketing
communications instrument in the higher education institutions in
Serbia.
Based on the defined objectives and goals, hypotheses were
formulated. In order to test the hypotheses, the domestic and foreign
literature and Internet sources were used, as well as the results
obtained through primary and secondary empirical research. For the
purposes of primary research, the structured questionnaire was
designed. Elemental analysis of statistical data obtained through
primary research, was conducted by calculating frequencies,
percentages and cumulative percentages for all dependent variables.
The paper is structured in three parts: the first part is entitled
"Marketing Communications Development"; the second part, titled
"Place and Role of Public Relations in the Marketing
Communications System", deals with the most important
characteristics and areas of public relations, and then on the mutual
relations between marketing and public relations. The third part is
called "Empirical Research". First, the position of the public relations
profession in Serbia is presented, based on the researches conducted
by the Serbian Association of Public Relations (DSOJ) in 2008 and
2012; afterwards, the results of the research conducted in March 2015
in the higher education institutions in Serbia for the purposes of this
dissertation are presented. In the final part of the dissertation the
hypotheses were tested and the final assessment of the results
obtained are presented.