Mjesto i uloga odnosa s javnošću u menadžmentu organizacija
Place and role of public relations in organisation management

Summary/Abstract: Management is defined as a work process with others and by the means of others in order to accomplish organisational goals in a variable environment with effective and efficient usage of limited resources. In order to accomplish or successfully carry out those activities, a manager needs to have certain knowledge and skills, and well-developed communication between every function. That is why we can say that communication represents a vital part or a link in accomplishing all managerial functions – planning, organisation, human resources care, guidance and control. It is estimated that managers spend 80% of their working hours communicating with others. Organisation management communicates with its internal and external public, and some of the questions that impose a challenge for contemporary management and a contemporary manager are: what to communicate, how to communicate, why to communicate and where to communicate. Nowadays, the opinion of their targeted internal and external public is extremely important for organisations. An answer to such a question can be given by public relations or as it is popularly called – PR. With the help of public relations, organisations establish, upgrade and develop relations with their targeted public. That way, organisations strengthen their own public reputation and image which directly enables the realisation of better operating results.

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