Autor analizira ulogu imidža Katoličke Crkve u hrvatskoj javnosti te se bavi načinima kreiranja imidža općenito i mogućnostima njegove promjene. Posebno se bavi subjektima odgovornima za identitet i ...imidž Crkve te komunikacijskim kanalima koji oblikuju javno mnijenje i formiraju sliku Crkve u hrvatskoj javnosti. Središnje pitanje rada je uloga odnosa s javnošću u kreiranju i upravljanju imidžom Crkve te nastojanjima da Crkva, umjesto komunikacijskog objekta, kojim se drugi bave, postane komunikacijski subjekt, koji proaktivno i strateški utječe na javno mnijenje te pridonosi boljem razumijevanju njezine uloge u društvu. Rad se bavi i ulogom medija u kreiranju imidža te donosi istraživanje o utjecaju medija na stajališta hrvatskih građana
o fenomenu Međugorja. Također donosi strateške preporuke za kreiranje kvalitetnijih odnosa s javnošću crkvenih zajednica i institucija te jačanje imidža Crkve u hrvatskoj javnosti.
This article analyzes the attempts of four countries created upon the disintegration of the former Yugoslavia - Croatia, Slovenia, Bosnia and Herzegovina and Serbia - to use communication as a tool ...for establishing themselves as distinct travel destinations and for creating attractive brands in the international political and economic markets. The paper focuses particularly on the analysis of the communication and promotion approaches, and concepts and strategies used by these countries in terms of the processes behind the aims outlined in the preceding sentence. The level of success of each country, as regards the subject matter of this article, is determined for the purpose of the analysis in question, by the best known brand perception surveys. The paper also analyzes the disintegration of Yugoslavia in the context of the newly-created countries' attempts to establish themselves internationally and compares their approaches to developing their brands and the models they are using for it. The countries in question are focused on tourism promotion. In these countries we see a tendency towards ignoring other aspects of branding. None of the analyzed countries have introduced the systematic management of their brands due to the fact that the process of brand development is obstructed by unresolved political issues or a failure of their politicians and ordinary citizens to understand the advantages of branding. Slovenia, according to the criteria used in this analysis, has adopted more efficient practices than the other three countries covered in this paper but it is important to stress that Croatia ranks first when it comes to tourism branding. The paper suggests that the importance of country branding has not yet been fully appreciated in Croatia, Slovenia, Bosnia and Herzegovina and Serbia and that no integral branding concepts are being used, despite sporadic attempts undertaken by the mentioned countries.
The paper deals with the phenomenon of nation branding and analyses the purpose, methods and effects of branding on the one hand, and evaluating nations as brands on the other. In doing so, the ...emphasis is laid on nations as tourist brands, especially the interdependence of the branding process and tourism development, that is, the role of tourist offer and promotion in the creation of a nation brand. In this context, the authors analyse four leading indices, that is, institutions that deal with evaluating and ranking nation brands – Simon Anholt’s Nation Brand Index, Country Brand Index from Future Brand, Brand Finance and Bloom Consulting in order to discover how certain nations become brands, and how this impacts their rating, that is, popularity. The authors conclude that tourist offer is only one of the segments that contribute to brand strength and that the nation brand is unsustainable in the long term if it is based only on the tourist industry without other positive economic indicators. Following current trends in tourism and tourism promotion, the authors particularly analyse the experiences from Asia, which in recent years has created the largest number of new brands in tourism and recorded continuous growth in the number of visits as well as continuous revenue growth. Croatia is considered a developing tourism brand, recognised at the European level, but still insufficiently on the global scale, whose key asset is for the most part its natural beauty.
Rad analizira međuovisnost javne diplomacije i odnosa s javnošću, kao sve prisutnijih i sve važnijih disciplina u međunarodnim aktivnostima države. Propituje njihova teorijska utemeljenja i praksu, ...s posebnim naglaskom na dodirne točke i preklapanja. Naime, iako postoji svijest o povezanosti tih dviju disciplina još od šezdesetih godina prošlog stoljeća, kad je javna diplomacija zaživjela kao termin i zasebna diplomatsko-komunikacijska disciplina, od 2001. godine teoretičari i praktičari sve češće pišu o međuovisnosti, pa i konvergenciji javne diplomacije i odnosa s javnošću. Naime, javnu se diplomaciju u njezinim početcima više povezivalo s propagandom ili se svodilo na programe kulturne diplomacije, a odnosi su s javnošću doživljavani putem modela jednosmjernoga javnog informiranja. U suvremeno doba odnosi s javnošću sve se više doživljavaju putem simetričnog modela dvosmjernog komuniciranja, čija je svrha postizanje razumijevanja i izgradnja odnosa s ključnim javnostima. A javna diplomacija obično se sagledava u tri područja djelovanja: upravljanje informacijama, dugoročne kampanje strateškog komuniciranja i upravljanje odnosima. Zbog toga autor smatra nezamislivim djelovanje javne diplomacije bez odnosa s javnošću, odnosno njezino promatranje izvan teorije i prakse odnosa s javnošću. Tek sinergijom, zajedničkim djelovanjem i primjenom sličnih strategija i taktika, javna diplomacija i odnosi s javnošću mogu postići punu učinkovitost u međunarodnom komuniciranju i djelovanju države prema ciljnim javnostima te utjecanju na njihovo znanje, mišljenje i ponašanje.
The paper analyzes the interdependence of public diplomacy and public relations as increasingly present and increasingly important disciplines in international activities of countries. It investigates their theoretical foundations and practice, with particular emphasis on common points and overlap. In point of fact, although there has been an awareness of the connection between these two disciplines since the 1960s when public diplomacy emerged as a term and a separate diplomatic and communication discipline, since 2001, theorists and practitioners have increasingly written about the interdependence and convergence of public diplomacy and public relations. In its beginnings, public diplomacy was more associated with propaganda or reduced to cultural diplomacy programs, while public relations was perceived through the model of one-way public information. In modern times, public relations is increasingly perceived through the two-way communication symmetrical model, the purpose of which is to achieve understanding and build relationships with key publics. Public diplomacy is usually viewed through three areas of activities: information management, long-term strategic communication campaigns, and relationship management. Therefore, the author considers public diplomacy without public relations, i.e., its consideration outside theory and practice of public relations inconceivable. Only through synergy, joint activities and the use of similar strategies and tactics can public diplomacy and public relations achieve full effectiveness in international communication and activities of the state towards the target audiences and influence their knowledge, opinion and behavior.
The paper analyzes the interdependence of public diplomacy and public relations as increasingly present and increasingly important disciplines in international activities of countries. It ...investigates their theoretical foundations and practice, with particular emphasis on common points and overlap. In point of fact, although there has been an awareness of the connection between these two disciplines since the 1960s when public diplomacy emerged as a term and a separate diplomatic and communication discipline, since 2001, theorists and practitioners have increasingly written about the interdependence and convergence of public diplomacy and public relations. In its beginnings, public diplomacy was more associated with propaganda or reduced to cultural diplomacy programs, while public relations was perceived through the model of one-way public information. In modern times, public relations is increasingly perceived through the two-way communication symmetrical model, the purpose of which is to achieve understanding and build relationships with key publics. Public diplomacy is usually viewed through three areas of activities: information management, long-term strategic communication campaigns, and relationship management. Therefore, the author considers public diplomacy without public relations, i.e., its consideration outside theory and practice of public relations inconceivable. Only through synergy, joint activities and the use of similar strategies and tactics can public diplomacy and public relations achieve full effectiveness in international communication and activities of the state towards the target audiences and influence their knowledge, opinion and behavior.
The paper deals with the phenomenon of nation branding and analyses the purpose, methods and effects of branding on the one hand, and evaluating nations as brands on the other. In doing so, the ...emphasis is laid on nations as tourist brands, especially the interdependence of the branding process and tourism development, that is, the role of tourist offer and promotion in the creation of a nation brand. In this context, the authors analyse four leading indices, that is, institutions that deal with evaluating and ranking nation brands – Simon Anholt’s Nation Brand Index, Country Brand Index from Future Brand, Brand Finance and Bloom Consulting in order to discover how certain nations become brands, and how this impacts their rating, that is, popularity. The authors conclude that tourist offer is only one of the segments that contribute to brand strength and that the nation brand is unsustainable in the long term if it is based only on the tourist industry without other positive economic indicators. Following current trends in tourism and tourism promotion, the authors particularly analyse the experiences from Asia, which in recent years has created the largest number of new brands in tourism and recorded continuous growth in the number of visits as well as continuous revenue growth. Croatia is considered a developing tourism brand, recognised at the European level, but still insufficiently on the global scale, whose key asset is for the most part its natural beauty.
Članak analizira pokušaje četiriju država nastalih raspadom bivše Jugoslavije – Hrvatske,
Slovenije, Bosne i Hercegovine te Srbije na području brendiranja, odnosno korištenja komunikacijskih
alata u ...vlastitom pozicioniranju kao turističkih destinacija te atraktivnih brendova
na međunarodnom političkom i gospodarskom tržištu. U fokusu su komunikacijske i promotivne
strategije koje su pritom korištene. Uspjeh pojedine zemlje na tom području ocijenjen
je prema rangu koji su tim zemljama dodijelili najpoznatiji međunarodni indeksi posvećeni
snazi država brendova. Članak također analizira različite pristupe i modele koje su koristile
novonastale države u međunarodnom pozicioniranju i razvoju svojih brendova. Istraživanje je
pokazalo kako su sve analizirane države koncentrirane uglavnom na promociju turizma, dok
su ostali aspekti brendiranja zanemareni. Nijedna od zemalja nema razvijenu cjelovitu strategiju
brendiranja niti sustavno strateški upravlja vlastitim identitetom i imidžom. Sputavaju ih
neriješeni politički prijepori ili nesposobnost političara i građana da shvate prednosti i važnost
brendiranja zemlje. Prema kriterijima korištenima u analizi, Slovenija je provela najcjelovitiji
pokušaj brendiranja, dok je Hrvatska ipak vodeća u turističkom brendiranju. Rezultat analize
sugerira da važnost brendiranja zemlje u ovom dijelu Europe nije u potpunosti osviješten
te da ne postoji cjelovit pristup konceptu brendiranja, već samo sporadični pokušaji u svim
četirima analiziranim državama.
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