Uvriježena mišljenja o hrvatskim novinarima na provjeri kod stručnjaka za odnose s javnošću
A Common Opinion on Croatian Journalists Tested by PR Profesionals

Summary/Abstract: Journalists in Croatia do not enjoy formidable reputation among the public due to the beliefs that their writing is, inter alia, biased, inclined to sensationalism and manipulation, and that they lack analytical skills (see also Kanižaj and Skoko, 2010; Jokoš and Kanižaj, 2012). The aim of this research is to verify how journalistic work and journalistic profession in Croatia is perceived by corporate sector PR professionals who cooperate with them on a daily basis. Using the method of in-depth interviews conducted with eight PR professionals, the reputation of Croatian journalists has been put to the test. The research revealed that the interviewed PR professionals perceive Croatian journalists mostly as superficial and biased reporters who search for sensation rather than the truth. However, it turned out that the interviewees do not percieve journalists as being envious, irresponsible or corruptible. They even demonstrated true understanding of the difficulties that journalists encounter, especially in the context of the economic crisis.

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