20.500.12556/DKUM-11136 KOMUNICIRANJE S STROKOVNIMI JAVNOSTMI: PRIMER KONFERENCE EUROBANKING COMMUNICATING WITH PROFESSIONAL PUBLIC: CASE OF CONFERENCE EUROBANKING Običajno se ne zavedamo pomena, ki ga ima komuniciranje v vsakdanjem družbenem in pa tudi v gospodarskem življenju, saj je tako razširjeno in integrirano v naše življenje, da je samo po sebi umevno. Pomembno je, da organizacije strateško in organizirano upravljajo odnose s skupinami v okolju in da se zavedajo, da lahko le tako preživijo v okolju drugih organizacij, saj je vedno bolj občutiti tudi pritiske konkurence. Naloga odnosov z javnostmi je razvoj vzajemno koristnih odnosov med organizacijo in njenimi javnostmi, do njih morajo čutiti odgovornost. Ta naj se kaže v odgovornem ravnanju in komuniciranju do zaposlenih, s pomočjo katerih soustvarjajo, do trga, na katerem nastopajo, do lastnikov kapitala, s katerim upravljajo, do naravnega okolja, na katerega vplivajo s svojim delovanjem, in do družbe, ki jim daje dovoljenje za delovanje. Če se bo organizacija vsega tega zavedala in tako tudi ravnala, potem sta ugled in nenazadnje povečan profit za njo dodatna nagrada. Bistvo dobrih odnosov z javnostmi je torej uspešno in učinkovito komuniciranje z različnimi javnostmi, saj komuniciranje tvori bistvo upravljanja in vodenja. Podjetja morajo biti neprestano inovativna, kreativna in prilagodljiva, da bi svoje ključne javnosti obdržala. V zadnjem času je v porastu prirejanje dogodkov kot orodje komuniciranja z javnostmi. Dogodki pa niso le kulturni, športni, zabavni, ampak so vedno bolj v ospredju izobraževalni, saj podjetja postajajo odgovorna do svojih javnosti, tako širših in strokovnih, in jih izobražujejo. Ponavadi so v obliki konference in primarni namen je vsekakor izobraževalni, ljudje pa se je udeležijo tudi zaradi družabne plati programa, ki omogoča navezovanje stikov. Zato je potrebno zagotoviti oboje. Konec koncev danes nedvomno vemo, da dolgoročno zmagujejo najbolj prilagodljivi, ne pa najmočnejši. Usually we are not aware of the importance of communication in everyday life and in economy, since it is so integrated and widespread in our lives that it has become something we do not think about. It is important that organisations manage the relations between groups strategically and organized, since only in that way they can survive in the environment of other organisations, for the pressure of the competition is growing all the time. The main goal of public relations is the development of reciprocal good relations between the organizations and the public; they have to be responsible towards it. That should be indicated by responsible treatment and with communication with the employees, with whom they co-create, the market, on which they work, the investors of the capital, with which they work, the natural environment, which they affect with their work, and the society, who gives them permission to exist. If the organisation is aware of all of this and acts accordingly, then the reputation and nevertheless the increased profit are an additional award. The pith of good public relations is therefore successful and efficient communication with different public, since the communication is the core of management and leading. The enterprises must always be innovative, creative and flexible, to retain its key public. Lately organizing of events is becoming more and more popular as a communication tool. The events are not only of a cultural, sport, or entertainment nature. In the forefront are also educational events because the enterprises feel the responsibility towards the public, the wide public and the professional one, and therefore they educate it. Usually the events are in the form of conferences and their primary goal is to educate, however, people attend them also because of the social point of the programme, which enables them to establish contacts. Therefore both conditions must be fulfilled. Nowadays we know that in long-term plans the most flexible will win and not the strongest ones. Ključne besede: komuniciranje javnosti odnosi z javnostmi strokovne javnosti proaktivno komuniciranje orodja komuniciranja dogodek konferenca Key words: Communications Public Public Relations Professional Public Proactive Communication Ways of Communicating Event Conference true true false [S. Perkuš] Slovenski jezik Angleški jezik Diplomsko delo 2009-07-05 21:40:56 2021-03-08 12:34:04 2022-04-08 03:42:13 2022-04-17 03:32:03 2009 0 Selnica ob Dravi 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.43/.44(043.2):336.717(4) 10000924 URN:SI:UM:DK:CYROF1WG Ekonomsko-poslovna fakulteta 0 1 0