Novi mediji i odnosi s javnošću
New media and public relations

Summary/Abstract: Some studies realized in this region, have already demonstrated that various (non) commercial organizations realize the importance of new media and how they try, as much as possible, incorporate into their daily activities. New media have established new patterns of behavior because they changed the paradigm of classical communication. Now is a personalized communication process which means that everyone, who is a member of the network society, can create, send, or receive information. All who are engaged in public relations should adopt knowledge management and new media to engage in new forms of communication. The use of new media in the PR indicates the creation of a new concept that is associated with the concept of community management. This concept implies a knowledge of social media, their use for creating and animating networked community, and knowledge of public relations principles and characteristics of the firm / organization for which electronic information is modeled in the framework of public relations. Digital technology allows you to enter a virtual world where there is a lot of messages. Creating an interesting message, which contributes to improving the image and identity of the organization, which achieves the objectives of public relations and strategic management objectives, and now requires digital literacy, and a new kind of creativity. Interaction, communication with clients, addressing different audiences, the inclusion of a large number of media, and the preference of responsibility, have become common targets of modern public relations.

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