Корпоративни односи с јавношћу и (де)регулација јавног сектора у Cрбији
Corporative Relations with the Public and (De)Regulation of Public Sector in Serbia

Summary/Abstract: Author defined communicological dimension of the corporative relations with the public in public sector on the basis of Koettler’s foundation (relations with the media, the media, lobbying, etc.), with unavoidable division on corporative and marketing dimension. Also, the author defined ten activities within the public relations, such as cooperation with the media on special events, preparation of public performances, research, counseling, training or management. In line with it, the author presented seven groups of targeted public in question: financing, the media, the state with its own institutions, the citizens, local small and large public with precisely defined the media, the media mass communications, types of the media as well as the relations of the media and censorship in contemporary society. The author also analyzed interaction between public relations and public sector, along with some other notions related to the analysis of modern corporative relations with the public. Public sector, as a part of political system, greatly determinates macro-social relations within whole society, in particular in the field of economy, or in the field of activity of public sector transforming itself on the principles of private-public partnership. In such socio-political and business environment public relations become an important part of deregulation, or, looking at it from a broad perspective, or social modernization in Serbia. Significance of this research is in defining the status and role of corporative relations with the public in contemporary society, along with precise determination of corporative business interactions with public relations, in which a modern corporation, as a economic subject in society, has important role.

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