Odnosi s javnošću političkih organizacija – istraživanje stanja profesije u Bosni i Hercegovini
Public relations of political organisations – a research regarding the state of the profession in Bosnia and Herzegovina

Summary/Abstract: Public relations present an evermore important operating area within political organisation in developed democratic societies. The technological advancement and development of contemporary communication channels improve the possibilities of a systematic communication approach to different target audiences. The fact that managing the communication process requires developed competences to apply different communication methods and techniques requires that public relations workers continuously perfect themselves regarding raising the quality of communication, articulation of appropriate political messages, development of organisational culture, as well as managing the political reputation. The paper outlines characteristics of public relations in the world and the current state of the profession in Bosnia and Herzegovina. Important segments of public relations activities, mechanisms of managing communication and the most important activities of political public relations in Bosnia and Herzegovina are presented. With a comparative survey of theory and the research of the state of public relations profession in B&H, the position of public relations within organisations, the importance of education, etc., the authors tend to bring closer the importance and characteristics of managing public relations of political organisations to the public. With the aim of improving the state of the profession, the conclusion, based on the acquired data, determines the current position of public relations in political organisations and offers possible perspectives of advancing the state of public relations profession of political organisations in Bosnia and Herzegovina.

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