Public relations in book publishing Cover Image

Odnosi s javnošću u knjižnom nakladništvu
Public relations in book publishing

Author(s): Miro Radalj, Marijan Primorac, Anita Glibić
Subject(s): Communication studies, Marketing / Advertising
Published by: Filozofski fakultet Sveučilišta u Mostaru
Keywords: book; book publishing; public relations; marketing

Summary/Abstract: Public relations in book publishing are a compilation of corporative public relations and those that are applied in cultural organizations and institutions. Due to the specific character of a book in the terms of form and as content bearer, about which it is communicated, but which also communicates with reader by itself, that is not only compilation, but book publishing also has its own specific features on which it builds an unique model of public relations. In practice, public relations and marketing are hardly distinguishable, and this study emphasizes the fact that, despite the need of an integral functioning, the relations to external public in book publishing are focused basically towards potential readers, while in marketing the focus is put on the same target public as towards the customers.

  • Issue Year: 3/2014
  • Issue No: 3
  • Page Range: 245-263
  • Page Count: 19
  • Language: Croatian