264 KB64 KB199420242010Lah, MarkoRedek, TjašaSušjan, Andrejletnik:17številka:2str. 45-62ISSN:1318-3222COBISSID:29570909URN:URN:NBN:SI:doc-V88YU7F2enEvropski inštitut za komuniciranje in kulturoJavnost (Ljubljana)korporativna identitetaodnosi z javnostmipodjetjaAn institutionalist view of public relations and the evolution of public relations in transition economies|The paper provides an institutionalist view of public relations as a refined mechanism for maintaining corporate power. The institutionalist theory of the firm, based on Galbraithian and Marxist tradition, offers a convenient framework for including public relations into economics. The authors present the role of public relations managers, the creation and management of issues as well as methods of financing the public relations activities. The institutionalist approach bears also relevant aspects for the analysis of the developments of public relations in transition economies, which is shown in a tentative periodisation of the evolution of public relations. During the past twenty years the public relations practices in transition economies have evolved through several stages. After having "successfully" assisted in neutralising the turbulent social consequences of transitional processes in the initial phases of transition, the public relations departments of transitional firms now tend to apply the proactive public relations strategiesin order to enhance corporate powerČlanek predstavlja institucionalistični pogled na odnose z javnostmi kot izboren mehanizem za ohranjanje korporacijske moči. Institucionalistična teorija podjetja, ki temelji na galbraithovski in marksistični tradiciji, ponuja priročen okvir za vključevanje odnosov z javnostmi v ekonomijo. Avtorjipredstavijo vlogo menedžerjev odnosov z javnostmi, ustvarjanje in upravljanje vsebine in metod financiranja odnosov z javnostmi. Institucionalistični pristop vključuje tudi pomembne vidike za analizo razvojaodnosov z javnostmi v tranzicijskih gospodarstvih, kar je prikazano s preliminarno periodizacijo razvoja odnosov z javnostmi. Potem ko so "uspešno" pomagali pri nevtraliziranju turbulentnih socialnih posledic tranzicijskih procesov v začetni fazi tranzicije, oddelki za odnose z javnostmi v tranzicijskih podjetjih zdaj pogosto uporabljajo proaktivne strategije odnosovz javnostmi, da bi povečali korporacijsko močTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaEvropski inštitut za komuniciranje in kulturo - EURICOM