Odnosi s javnošću: javnost i javno mišljenje
Public Relations: Public and Public Opinion

Summary/Abstract: Contemporary public relations is based on establishing, maintaining and improving two-way symmetric communication between organizations and the public. The term public in public relations practice implies a segmented public, i.e. a defined stakeholder. This means that if public relations personnel wish to communicate effectively they have to define their target groups. The authors of this paper define the following terms: public, stakeholder, opinion maker and public opinion. Knowing the differences between these terms is of vital importance to the application of public relations. Starting from such a practical requirement to segment the public, the paper goes on to refer to models for identifying and defining publics. A defined stakeholder in public relations is an important aspect of effective communication.

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