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Title:RAZLIKE V RAZUMEVANJU ODNOSOV Z MEDIJI MED NOVINARJI IN PREDSTAVNIKI GOSPODARSTVA
Authors:Vovk Škerl, Petra (Author)
Mumel, Damijan (Mentor) More about this mentor... New window
Files:.pdf MAG_Vovk_Skerl_Petra_2014.pdf (1,54 MB)
 
Language:Slovenian
Work type:Master's thesis (m2)
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Vsaka organizacija je del širšega okolja in kot takšna se ne more izogniti komunikaciji z različnimi javnostmi. Med pomembne javnosti sodijo mediji oz. medijske hiše, ki imajo v okolju dvojno vlogo: širši javnosti v obliki novinarskih prispevkov posredujejo informacije o podjetjih, poleg tega s podjetji na različne načine poslovno sodelujejo, saj so tudi medijske hiše podjetja. Mediji so pomembni (so)ustvarjalci javnega mnenja, zato si podjetja prizadevajo, da bi bila prisotna v medijih in bi jim bili novinarski prispevki naklonjeni. Količina, obseg in naklonjenost medijskih objav podjetju niso odvisni izključno od medijev in njihovih novinarjev, pač pa tudi od podjetja in njegove kakovosti upravljanja odnosov z mediji. Za učinkovito upravljanje odnosov z mediji je bistvenega pomena razumevanje odnosa med podjetjem in novinarji, kar smo raziskovali tudi v našem delu. Da smo področje podrobneje spoznali, smo pregledali aktualno literaturo z relevantnih področij ter na njeni osnovi umestili odnose z mediji v širši teoretični okvir integriranega trženjskega komuniciranja, predstavili smo delovanje in značilnosti medijev oz. medijskih hiš s poudarkom stanja na tem področju v Sloveniji ter povzeli ključna določila zakonov in etičnih kodeksov z relevantnih področij, to je medijev, novinarstva in oglaševanja. V empiričnem delu smo najprej opravili globinski intervju z novinarjem, nato pa še kvantitativno raziskavo, za katero smo s pomočjo spletne ankete pridobili odgovore 65 novinarjev in 106 predstavnikov podjetij. Ključno raziskovalno vprašanje je bilo, ali področje odnosov z mediji razumejo predstavniki podjetij drugače kot novinarji. Ugotovili smo, da predstavniki podjetij pripisujejo medsebojnemu sodelovanju z novinarji precej večji pomen kot novinarji. Novinarji celo to sodelovanje ocenjujejo na intervalu med nevtralnim in nepomembnim, medtem ko ga predstavniki podjetij ocenjujejo na intervalu med nevtralnim in pomembnim. Tako novinarji kot tudi predstavniki za odnose z mediji se ne strinjajo, da bi bil t. i. PR slovenskih podjetij na zelo visoki ravni, pri čemer je nestrinjanje med novinarji še nekoliko močnejše kot med predstavniki podjetij. Ugotovili smo tudi, da med podjetji, ki bolje razumejo delovanje medijev, in podjetji, ki slabše razumejo delovanje medijev, obstajajo razlike pri presoji uporabnosti informacij za medije, saj podjetja, ki bolje razumejo delovanje medijev, večinoma tudi bolje presojajo uporabnost informacij za medije kot podjetja, ki slabše razumejo delovanje medijev. Za dolgoročno dobre odnose med dvema skupinama je vedno najprej potrebno vzajemno razumevanje, ki pa v osnovi vedno izhaja iz poznavanja nasprotnega področja, zato predlagamo, da bi imelo vsako podjetje osebo, ki bi skrbela za odnose z mediji. Medijem bi samoiniciativno sporočala pomembne novosti o dogajanju v njihovem podjetju, hkrati pa bi se zavedala, da novinarje priganja rok oddaje in bi jim zato pravočasno zagotavljala potrebne informacije in sogovornike.
Keywords:Odnosi z mediji, PR, integrirano tržno komuniciranje, raziskava odnosov z mediji, odnos med novinarji in predstavniki za odnose z mediji, mediji v Sloveniji.
Year of publishing:2014
Publisher:[P. Vovk Škerl]
Source:Maribor
UDC:659.4
COBISS_ID:11941148 Link is opened in a new window
NUK URN:URN:SI:UM:DK:H1M73WGP
Views:759
Downloads:90
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Categories:EPF
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Secondary language

Language:English
Title:Differences in Understanding the Media Relations between Journalists and Representatives of the Economy
Abstract:Every organization is a part of the broader environment and cannot avoid to communicate with different publics. One of the important publics are the media and media organizations, which have a dual role in the environment: the first is that journalism provides information about the companies through the articles to the general public and the second is that the media organizations are companies, which in different ways cooperate with other companies. The media are important as the creators of public opinion and this is the main reason why companies want to be present in the media coverage and that the articles are written in their favor. The amount, scope and affection of media coverage do not depend only on the media and their journalists, but also on the company and its quality of the management of media relations. Understanding the relationship between the company and the journalists is essential in order to effectively manage this relationship. To get a better insight into the field, we reviewed the relevant current literature and placed the media relations into a broader theoretical framework of integrated marketing communications. Further we presented the performance and characteristics of the media and media organizations focusing the situation in Slovenia and summarized the key provisions of the laws and ethical codes of relevant areas, which are the media, journalism and advertising. In the empirical part, we have conducted an in-depth interview with a journalist, followed by quantitative research, for which we used an online questionnaire and received responses of 65 journalists and 106 representatives of companies. The main research question was whether the field of media relations is differently understood by the representatives of companies and the journalists. We found out that the company representatives find the cooperation between journalists and the company representatives more important than the journalists. Even more, journalists rate this cooperation in the interval between neutral and insignificant, while company representatives rate it in the interval between neutral and important. The journalists as well as the representatives of media relations do not agree that the so-called PR of Slovenian companies is at a very high level, although the disagreement among journalists is still slightly stronger than among company representatives. Besides, we have found, that the differences exist in assessing the usefulness of the information for the media between the companies that better understand the functioning of the media to those that understand it poorly. The companies that understand the functioning of the media better also assess the usefulness of the information better. To gain a long-term relationship between the two groups a mutual understanding is essential. But this understanding is always based on the knowledge of the opposite field. Therefore we suggest that every company should have a person responsible for media relations and to communicate important news about their company to the media. This person should also be aware of the fact that journalists are under pressure of their newsrooms, therefore they should gain the necessary information and contacts as soon as possible.
Keywords:Media relations, PR, integrated marketing communication, media relations survey, the relationship between journalists and representatives of media relations, media in Slovenia.


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