Korporativna društvena odgovornost kao element korporativnih odnosa sa javnošću vodećih kompanija u Srbiji
Sažetak
Web prezentacije kompanija su pored sredstava javnog informisanja jedan od mogućih i široko korišćenih načina komuniciranja KDO. Kad je u pitanju komunikacija korporativne društvene odgovornosti dobro planiranje poruka koje se šalju javnosti ima poseban značaj, koji naročito dolazi do izražaja u zemljama u tranziciji u kojima je društveno okruženje opterećeno brojnim problemima koji za rezultata imaju unapred formirano nepoverenje javnosti prema kompanijama. Pored sadržaja prikazanog na web stranama kompanija, način prezentacije i pozicioniranje pojedinih sadržaja u velikom meri utiče na meru i rezultate spoznaje javnosti o kompaniji i izgradnju njenog identiteta i imdža, a upotreba adekvatnih slogana, u velikoj meri doprinosi pristupačnosti informacija. Kako bi se sagledalo kako kompanije u Srbiji na web stranicama prezentuju svoje motive i aktivnosti KDO analizirane su web stanice vodećih kompanija u Srbiji iz sektora agrobiznisa, javnog i finansijskog sektora i sagledana je praksa predstavljanja KDO javnosti. Sagledane su sličnosti i razlike koje u pristupu komunikaciji KDO na web stranicama postoje među analiziranim sektorima.
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