NEPROFITNE ORGANIZACIJE IN ODNOSI Z JAVNOSTMI

Holcman, Tara

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Title:	NEPROFITNE ORGANIZACIJE IN ODNOSI Z JAVNOSTMI
Authors:	ID Holcman, Tara (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	UNI_Holcman_Tara_2014.pdf (786,18 KB) MD5: 89CADDAB6872265412A34D13D7087705
Language:	Slovenian
Work type:	Final seminar paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V diplomskem seminarju so obravnavane neprofitne organizacije in njihovo upravljanje odnosov z javnostmi, ki postajajo zaradi velike konkurence v neprofitnem sektorju zanje vse bolj pomembni. Neprofitne organizacije so organizacije, katerih smisel je delovanje v splošno družbeno korist in njihov temeljni namen ni ustvarjanje dobička, ki bi povečeval premoženje lastnikov oziroma članov organizacije. Delitev neprofitnih organizacij, ki je relevantna je delitev glede na formalno-pravno priznani neprofitni status neprofitne organizacije in delitev glede na dejavnost, ki jo neprofitna organizacija izvaja. Za neprofitne organizacije je odločilnega pomena to kakšne odnose z javnostmi uspevajo vzpostavljati. Strokovnjaki za marketinško komuniciranje pravijo za pozornost, ki je rezultat upravljanja odnosov z javnostmi, da je dragocena in zaslužena. Zelo pomembno je dolgoročno in letno strateško načrtovanje odnosov z javnostmi. To poteka v več korakih, ki so naslednji: identificiranje relevantnih javnosti, ugotavljanje percepcije neprofitne organizacije pri relevantnih javnostih, ustvarjanje imidža neprofitne organizacije in določanje ciljev v zvezi z javnostmi, oblikovanje strategij odnosov z javnostmi, priprava na krizo odnosov z javnostmi, izbira konkretnih orodij za obvladovanje odnosov z javnostmi, izvajanje akcij in vrednotenje učinkov. Javnosti na katere se neprofitne organizacije pri tem osredotočajo so navadno javnost zaposlenih in prostovoljcev, mediji, donatorji, uporabniki in postavljavci zakonov ter predpisov. V empiričnem delu diplomskega seminarja je obravnavana neprofitna organizacija Rotary klub Maribor in analizirani so njeni odnosi z javnostmi.
Keywords:	neprofitne organizacije, strateško upravljanje odnosov z javnostmi, mediji, donatorji, prostovoljci, zaposleni, uporabniki, neprofitno zastopništvo javnosti.
Place of publishing:	Maribor
Publisher:	[T. Holcman]
Year of publishing:	2014
PID:	20.500.12556/DKUM-45186
UDC:	659.4
COBISS.SI-ID:	11884572
NUK URN:	URN:SI:UM:DK:P6TUNEWQ
Publication date in DKUM:	04.12.2014
Views:	2438
Downloads:	276
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	NON-PROFIT ORGANIZATIONS AND PUBLIC RELATIONS
Abstract:	The subject of this thesis is non-profit organisations and their managing of public relations, the importance of which is growing due to strong competition in non-profit sector. Non-profit organisations are organisations whose purpose is to operate for general social benefit and not to earn profit, which would increase the property of its owners or members. A relevant division of non-profit organisations is the division in relation to legally recognised non-profit status of a non-profit organisation and the division according to the activity of the non-profit organisation. Public relations are of the highest importance for non-profit organisations. Marketing communication experts claim that the attention, which is the result of public relations managing, is valued and earned. Furthermore, long-term and annual strategic planning of public relations is also very significant. The planning takes place in several steps, which are as follows: identifying relevant public, determining the perception of a non-profit organisation by the relevant public, creating an image of the non-profit organisation and defining the goals with regard to the public, drawing up strategies of public relations, preparing for the public relations crisis, selecting specific tools for managing public relations, implementing actions and valuating the effects. The public on which the non-profit organisations focus usually includes employed people and volunteers, media, donors, law and provision users and drafters. The subject of the empirical part of the thesis is non-profit organisation Rotary klub Maribor and the analysis of its public relations.
Keywords:	non-profit organisations, strategic public relations managing, media, donors, volunteers, employees, users, non-profit public advocacy.

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