Dvosmerni-simetrični odnosi sa javnošću i digitalne komunikacione tehnologije: između teorije i prakse
Sažetak
Ovaj rad ima za cilj da predstavi prilagođavanje PR profesije novim komunikacionim tehnologijama, pre svega potencijalu društvenih medija za uspostavljanje recipročnih relacija između klijenata i javnosti. Metodološki je rad baziran na pregledu literature koji je usmeren istraživačkim pitanjem: da li je i u kojoj meri usvajanje novih komunikacionih platformi dovelo do ostvarivanja svojevrsnog normativnog ideala PR profesije – dvosmernih simetričnih odnosa sa javnošću? Dvosmerni simetrični PR je ekvivalentan strateško upravljačkoj funkciji koja se definiše kao upravljanje komunikacijom sa javnostima radi izgradnje odnosa sa interesnim grupama koje mogu uticati na organizaciju ili na koje organizaciono ponašanje ima najviše efekata. Teži se uspostavljanju dugoročne saradnje između menadžmenta i javnosti kroz dijalošku komunikaciju, radi predupređivanja sukoba i rešavanja problema u korist obe strane. Zaključak je ovog rada da se kapacitet digitalnih medija za ostvarivanje dvosmernih i simetričnih odnosa između organizacija i javnosti posredstvom PR službi nedovoljno koristi. Odnosno, da se strateško upravljanje odnosima sa javnošću još uvek može smatrati visoko normativnim modelom koji nije potpuno zaživeo u praksi uprkos studijama koje govore o njegovoj izuzetnosti. Inercija protiv promene postojećeg stanja se pronalazi kako u domenu organizacija tako i unutar uobičajenih ponašanja unutar zajednice PR profesionalaca.
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