文章基本信息

标题：Quantitative and Qualitative Ranges of Croatian Public Relations in the Year 2003
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作者：Skoko, Božo
期刊名称：Media Research
印刷版ISSN：1330-6928
电子版ISSN：1846-6605
出版年度：2004
卷号：10
期号：1
页码：67-82
出版社：DORON d.o.o. Zagreb
摘要：The author analyses the history and the development of Croatian public relations and makes an assessment of its organizational structure, staff structure and its quantitative and qualitative reaches, based on the research of The Croatian Association for Public Relations during April 2003 in 206 firms and 44 governmental institutions. Analyzing the condition and comparing it to the Western trends, the author percepts the basic qualitative and quantitative faults in the development of the public relations profession in Croatia and points out the possible causes of such situation – the nonexistence of standards within the profession, minimal possibilities of education for public relations and the lack of businessmen and state officials who understand the advantages of this new governing activity.
关键词：public relations; firms; state institutions; Croatia; profession; organization