Research on certain aspects of PR function in Serbian

Abstract

Standard-Nutzungsbedingungen:Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden.Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen.Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte.The paper presents the results of the research on certain aspects of PR function in Serbian companies. 70 PR managers were polled, and it is estimated that they represent a third of the total number of PR managers in Serbia. 29 questions were asked, and they were divided into three characteristic categories: a) Questions relevant to the analysis of the position of PR managers and their profession; b) Questions relevant to the analysis of characteristic profession and education of PR managers; c) Questions relevant to the analysis of the most frequent and most important activities and media for the performance of PR function. In addition to the presentation of the results of the survey, the paper also presents their detailed analysis. Der Aufsatz präsentiert die Resultate der Untersuchung bestimmter Aspekte der PR Funktion in serbischen Unternehmen. 70 PR Manager wurden befragt, die voraussichtlich ein Drittel der PR Manager Serbiens repräsentieren. Es gab 29 Fragen zu beantworten, die sich auf drei charakteristische Kategorien verteilten: a) Fragen im Hinblick auf die Analyse der Positionen der PR Manager und deren Ausübung; b) Fragen im Hinblick auf die Analyse des typischen Berufs und der Ausbildung der PR Manager; c) Fragen im Hinblick auf die Analyse der meist verwendeten und wichtigsten Maßnahmen und Hilftsmittel bei der Ausführung der PR Funktion. Neben der Präsentation der Umfrageergebnisse legt der Artikel auch eine detaillierte Analyse vor.

Research into the evaluation of PR activities in companies from Serbia

“…However, the most realistic situation seems to be that the PR function is not given enough importance in companies, and therefore has a lower degree of success than the company as a whole. This has been confirmed in some studies in the field of public relations in companies in Serbia (Nikolic et al, 2007;Nikolic et al, 2011). Furthermore, it can be seen that the average score performance evaluation of PR activities (p2 = 3.26) continues to fall when compared to the overall success of the PR function.…”

“…A significant number of PR professionals in Serbia have been recorded only since the year 2000 (Nikolic, Dorðevic, & Cockalo, 2007). Results of a recent survey show that progress was made, between 2006 and 2012, in the development of the PR profession in Serbia (Nikolic et al, 2012).…”

“…The speakers at these seminars were mainly experts in the various fields related to public re-lations: journalism, communication, marketing, management, etc. According to previous education, PR practitioners in Serbia are mainly economists, managers, journalists or professors of Serbian language and literature, but there are other professions too (Nikolic, Dorðevic & Cockalo, 2007).…”

Benchmarking of PR Function in Serbian Companies

“…The identified factors have been interpreted on the basis of the results shown in Table 5. In this way, the factors which describe (represent) the attitudes of PR managers in Serbia have been defined: (Nikolić, Djordjević, Ćoćkalo, 2007) F1 -Satisfaction with PR function, subjective and organizational F2 -PR managers' personal prospects F3 -PR managers' personal reputation F4 -Quality of professional improvement of PR managers F5 -PR managers' previous education Interpretation of the factors points to the fact that PR managers in Serbia are ambitious, proactive people to whom non-material categories are more important than material ones, including: reputation and success of PR function in the company, satisfaction and prospects in the job, personal reputation and professional improvement. These results can be considered encouraging, both in terms of the prospects of PR management in Serbia and in terms of creating and developing a positive climate and high system of values in Serbian companies.…”