20.500.12556/DKUM-69125 How public relations impact on a company's effectiveness Kako odnosi z javnostmi vplivajo na učinkovitost podjetij The role of public relations is dealing with the identification of organization's strategic public and developing communications programs for building solid, open and trusting relations with them. Many companies have taken a limited view of the impact that public relations can have on company's overall effectiveness. This paper consists of two parts: the theoretical framework for the role of public relations in the overall effectiveness of the company and an empirical analysis based on the primary data collected. We classified and analyzed different public relations factors (i.e. factors related to managing and implementing public relations) that influences the effectiveness of the company. We explored the correlation between public relations and a company's effectiveness and argued that public relations factors play a critical role in that effectiveness. We used linear regression and we found a significant linier relationship between the independent variable (public relations) and the dependent variable (company effectiveness). Vloga odnosov z javnostmi je identifikacija strateških javnosti organizacij in oblikovanje komunikacijskih programov za graditev stabilnih, odprtih in zaupanja vrednih odnosov z njimi. Kakovost teh odnosov je pomemben kazalec dolgoročnega prispevka odnosov z javnostmi k organizacijski uspešnosti. Mnoge organizacije se zelo malo ukvarjajo z vplivom odnosov z javnostmi na celotno učinkovitost same organizacije. Naš prispevek je razdeljen na teoretični in empirični del. V teoretičnem delu predstavljamo spremenljivke odnosov z javnostmi, ki vplivajo na uspešnost organizacije. S pomočjo empirične raziskave na vzorcu slovenskih podjetij smo ugotavljali odvisnost uspešnosti podjetij od posameznih dejavnikov odnosov z javnostmi. Raziskali in analizirali smo različne dejavnike odnosov z javnostmi (t.j. dejavnike povezane z upravljanjem in izvajanjem odnosov z javnostmi), ki lahko pomembno vplivajo na učinkovitost organizacij. Ugotavljali smo korelacijo med njimi ter s pomočjo linearne regresije ugotovili statistično značilno korelacijo med neodvisno spremenljivko (odnosi z javnostmi) in odvisno spremenljivko (uspešnost organizacije). public relations public relations function company's effectiveness strategy public relations agency odnosi z javnostmi funkcije odnosov z javnostmi učinkovitost podjetja strategije agencije za odnose z javnostmi true true true Slovenski jezik Angleški jezik Znanstveno delo 2017-11-30 12:14:49 2017-11-30 12:15:44 2022-08-01 16:55:26 2019-07-11 17:21:45 2008 0 0 str. 91-98 št. 3 Letn. 41 2008 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1318-5454 659.44 610909 2648279 10.2478/v10051-008-0010-x 1318-5454 URN:SI:UM:DK:8B1XB0LL Organizacija_2008_Jerman,_Vukovic,_Zavrsnik_How_Public_Relations_Impact_on_a_Company_s_Effectiveness.pdf Organizacija_2008_Jerman,_Vukovic,_Zavrsnik_How_Public_Relations_Impact_on_a_Company_s_Effectiveness.pdf 1 EEA29A0C44B9CADA6CBB6FC1D4C6288A c392184ed5275e08723c81b74c809cb752e25c8f3480416451da682a99a292c6 88ecbdd7-7c0f-11eb-bb7a-00155d0001ca 20.500.12556/dkum/a4a855f8-c9a8-4971-8774-9d00b6e9f30a https://dk.um.si/Dokument.php?lang=slv&id=120669 http://www.degruyter.com/view/j/orga.2008.41.issue-3/v10051-008-0010-x/v10051-008-0010-x.xml 1 https://dk.um.si/Dokument.php?lang=slv&id=120668 Fakulteta za organizacijske vede Organizacija 0 0 0