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Personal Relationships as a Foundation for Public Relations in Croatia
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| | Unformatted Document Text:
Public Relations in Croatia, 1
Personal Relationships as a Foundation for Public Relations in Croatia
Abstract
This article examines the status of public relations and media relations in Croatia. It examines
public relations tactics through media richness theory (Daft & Lengel, 1984, 1986) The findings
suggest that the Croatian model of public relations is a mix of traditional media relations and
personal influence. Croatian public relations is characterized by a heavy reliance on personal
invitations, telephone contacts, and other interpersonal methods for conducting and evaluating
public relations. This preference for richer media tactics has implications for public relations
development in Croatia.
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| | Authors: Taylor, Maureen. |
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Public Relations in Croatia, 1
Personal Relationships as a Foundation for Public Relations in Croatia
Abstract
This article examines the status of public relations and media relations in Croatia. It examines
public relations tactics through media richness theory (Daft & Lengel, 1984, 1986) The findings
suggest that the Croatian model of public relations is a mix of traditional media relations and
personal influence. Croatian public relations is characterized by a heavy reliance on personal
invitations, telephone contacts, and other interpersonal methods for conducting and evaluating
public relations. This preference for richer media tactics has implications for public relations
development in Croatia.
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