ANALIZA ODNOSA S JAVNOŠĆU KAO FUNKCIJE KOJA NADILAZI GRANICE U ORGANIZACIJSKOJ STRUKTURI
ANALYSIS OF THE PUBLIC RELATIONS AS THE FUNCTION WHICH TRANSCENDS THE BOUNDARIES WITHIN ORGANIZATIONAL STRUCTURE

Summary/Abstract: Public relations is one of the most important professions in the world, with a growing number of PR staff. The growing importance of the PR profession influences the professionalization of the profession and the repositioning of the PR function and the role of PR professionals in an organizational structure. According to system theory, public relations play a role in transcending organizational boundaries, as they assist all organizational subsystems in internal and external communications. According to the theory of PR excellence, the PR function participates in the strategic management of organizations, as part of top management. The hierarchy of responsibilities given in organizational charts and job descriptions is the basis for the division of jobs and tasks, and creation of a model for the positioning of the PR function in the organization structure and the chain of command. The positions of the PR department and the PR staff are key parameters for determining the importance of the PR function in the organizational structure. PR staff may have different positions within the organization, but over time, two dominant roles have emerged within the PR function: communications technicians and communications managers.

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