Stanje struke odnosa s javnošću u BiH - odnosi s javnošću u nevladinim organizacijama
The state of public relations profession in B&H - public relations in non-governmental organisations

Summary/Abstract: The paper analyses the state of public relations profession within non-governmental sector in Bosnia and Herzegovina. By reviewing and analysing referent sources, the first part of the paper defines the basic organisational and functional distinctiveness of those organisations in B&H, as well as the distinctiveness of public relations in non-governmental organisations. Communication competence of non-governmental organisation is the key factor in accomplishing their primary objectives: gaining the support of the public, motivating members and volunteers to participate in fulfilling their organisational mission, increasing transparency, influencing public policy and creating a favourable climate for collecting funds. Proper understanding of the role and function of public relations within organisation and the usage of knowledge necessary for systematic management of public relations and their application in non-governmental sector raises the level of efficiency in fulfilling the social goal of strengthening the active role of the public in the process of decision making, which allows greater transparency of work of non-governmental organisations primarily, but also of public institutions. It is non-governmental organisations that represent the vital part of the active public which, through its activities, ensures a platform for public dialogue processes with the general public of the entire Bosnian-Herzegovinian society. Strategic public relations are directed at establishing and maintaining a two-way communication with the surroundings, recognising the mission of non-governmental organisations and creating an advantageous image. Because of the distinctive organisation of public relations in non-governmental organisations, within the transversal research project The State of Public Relations Profession in B&H, a separate part of the research was concerned with the analysis of non-governmental organisations. The goal of the research was to define the role and place of public relations in organisations within that sector and to apprehend trends and problems in the area of communication and public relations. The second part of the paper, based on the analysis of the collected data, brings an insight into new trends, communication infrastructure of non-governmental organisations, work assignments, roles and influence of persons in charge of public relations on organisational practises.

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