20.500.12556/DKUM-89697 Analiza odnosov z javnostmi na primeru organizacije in izvedbe Merilne konference 2024 v visokotehnološkem podjetju Analysis of public relations on the example of organization and execution of the Measurement conference 2024 in a high-tech company V diplomskem delu sem analiziral, kako se visokotehnološko podjetje v okviru Merilne konference obnaša do svojih javnosti, katere izmed njih so jim najpomembnejše in katerim morajo v prihodnosti dati več poudarka. V teoretičnem delu sem najprej zapisal nekaj o marketingu in komuniciranju v marketingu, nato pa definiral termina javnost in odnosi z javnostmi, zapisal nekaj o zgodovini odnosov z javnostmi po svetu in tudi v Sloveniji sami, nadaljeval z vrednotenjem in razdelitvijo javnosti, kako z javnostmi komuniciramo, katere komunikacijske tehnike poznamo in katere aktivnosti izvajamo v njenih okvirih ter kje vidim prihodnost oz. do zdaj še neizkoriščene ali vsaj premalo izkoriščene priložnosti na področju odnosov z javnostmi. Nato sem nadaljeval na primeru visokotehnološkega podjetja in najprej opisal podjetje, kaj proizvaja in kaj ga dela tako uspešnega v svoji panogi, potem pa še njegovo Merilno konferenco in vse, kar je potrebno za to, da ta dogodek poteka nemoteno in po načrtih. Nadaljeval sem s tremi analizami, in sicer z osnovno analizo posledic, ki jih ima udeležba na Merilni konferenci za vsako izmed ključnih javnosti, SWOT-analizo prednosti, slabosti, priložnosti in groženj ter analizo medijskega pojavljanja Merilne konference v sodelovanju s podjetjem PressClipping, d. o. o. Na koncu pa sem oblikoval še priporočilo za implementacijo pridobljenih spoznanj v naslednjih izvedbah Merilne konference za visokotehnološko podjetje in hkrati tudi splošna priporočila za podjetja pri organiziranju podobnih dogodkov. In my thesis I analysed how a high-tech company treats its publics in the context of the Measurement Conference, which of the publics are the key ones to them and which ones they need to put more emphasis on in the future. In the theoretical part I first explained a little bit about marketing and communication in marketing, then I defined the terms public and public relations, explained the history of public relations both in the world and in Slovenia, continued with the evaluation and division of the publics, how we communicate with the publics, what communication techniques we know and what activities we carry out in its framework and where I see the future or the so far unexploited or at least underused opportunities in the field of public relations. I followed all that up with the example of the high-tech company, firstly describing the company itself, what they produce and what makes them so successful in their industry, and then their Measurement Conference and everything that is needed to make this event run smoothly and as planned. I continued with three analyses: a basic analysis of the implications of attending the Measurement Conference for each of the key audiences, a SWOT analysis of the strengths, weaknesses, opportunities and threats, and an analysis of the media coverage of the Measurement Conference in cooperation with PressClipping d.o.o. At the end, I wrote a recommendation for the high-tech company to implement the lessons learned in future editions of the Measurement Conference, as well as general recommendations for companies organising similar events. odnosi z javnostmi merilna konferenca ključne javnosti SWOT-analiza analiza medijskega pojavljanja. public relations measurement conference key publics swot analysis analysis of media coverage. true true false J. Hočevar Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-08-06 10:32:02 2024-10-03 09:00:19 2024-10-04 03:13:45 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.4 209996035 UN_Hocevar_Jan_2024.pdf UN_Hocevar_Jan_2024.pdf 1 52D0031DCCC50C12D561F6B97C100ACF fd2571ca7aed13a0b1a1fdde6484c305d9926edafdeaff22ddd56a75a3f36778 0edcff47-79b9-11ef-8363-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=185748 Ekonomsko-poslovna fakulteta 0 0 0