{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-WUHRD2G3/e8471c18-0d27-4564-a98b-1df61ceb1ec3/PDF","dcterms:extent":"116 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-WUHRD2G3/e76007b5-21ae-417c-96b4-96c59a247630/TEXT","dcterms:extent":"47 KB"}],"edm:TimeSpan":{"@rdf:about":"1938-2025","edm:begin":{"@xml:lang":"en","#text":"1938"},"edm:end":{"@xml:lang":"en","#text":"2025"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:DOC-WUHRD2G3","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-OCHUYEXT"},{"@xml:lang":"sl","#text":"Gozdarski vestnik"}],"dcterms:issued":"2014","dc:creator":"Lesnik, Anton","dc:format":[{"@xml:lang":"sl","#text":"številka:3"},{"@xml:lang":"sl","#text":"letnik:72"},{"@xml:lang":"sl","#text":"str. 148-158"}],"dc:identifier":["ISSN:0017-2723","COBISSID:3844262","URN:URN:NBN:SI:doc-WUHRD2G3"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Zveza društev inženirjev in tehnikov gozdarstva in lesarstva Slovenije"},"dc:subject":[{"@xml:lang":"en","#text":"communication"},{"@xml:lang":"en","#text":"forestry"},{"@xml:lang":"sl","#text":"gozdarstvo"},{"@xml:lang":"sl","#text":"identiteta"},{"@xml:lang":"sl","#text":"komuniciranje"},{"@xml:lang":"sl","#text":"odnosi z javnostmi"},{"@xml:lang":"sl","#text":"poslanstvo"},{"@xml:lang":"sl","#text":"vrednote"},{"@rdf:resource":"http://www.wikidata.org/entity/Q38112"}],"dcterms:temporal":{"@rdf:resource":"1938-2025"},"dc:title":{"@xml:lang":"sl","#text":"Od trnja do zvezd - odnosi z javnostmi v gozdarstvu| Per Aspera ad Astra - public relations in forestry|"},"dc:description":[{"@xml:lang":"sl","#text":"This article deals with basic concepts and terminology in the field of public relations, meaning of identity, mission, and values of the organization for communication with public, image of forestry in the public and roles of the media. In his article, the author states that the concept of 'public relations' is often narrowed only to the role of the media, but in reality it is much broader and complex. Many definitions for public relations are found in professional literature; the majority comprises the concepts of managing and communicating and public relations actually concern managed communication.On the basis of professional literature the author explains four basic models of communication with the public and emphasizes the best effectiveness of the two-way symmetrical model, since applying it, the organization communicates in such a way that it is also transformed in the process, i.e. it improves its work and eliminates its flaws. Building a strongidentity is also of utmost importance for the organization's communication with the public, although the identity does not always match with the public's perception, which is affected also by other factors, for example conflict of interests in public forestry service's activities. Organization's identity is also comprised in the text on the organization's mission and written values that have to be signed by all employees. The authorrealizes that only a minority of forestry organizations include the texton their mission in their presentation on the internet, while the written values are not noticeably presented. Regarding the forestry's image in the public, he finds that it is not objectively ascertained, however, we can find a low self-image, which is reflected also in the great request for positive presentation in the media which are not intended for promotion of organizations except in their payable advertising space. Positive image in the public can be established only performing the mission and reporting about it with quality. Thereby, proper and professional collaboration with media is very important"},{"@xml:lang":"sl","#text":"V članku so obravnavani temeljni pojmi in terminologija na področju odnosov z javnostmi, pomen identitete, poslanstva in vrednot organizacije za komuniciranje z javnostmi, podoba gozdarstva v javnosti ter vloge medijev. Avtor v članku ugotavlja, da je pojem Žodnosi z javnostmiŽ pogosto zožen le navlogo medijev, v resnici pa je mnogo širši in kompleksen. Odnosi z javnostmiso definirani v strokovni literaturi v mnogih definicijah, večina pa zajema pojma upravljanje in komuniciranje in pri odnosih z javnostmi gre za upravljano komuniciranje. Avtor na podlagi strokovne literature razloži štiri temeljne modele komuniciranja z javnostmi in poudari, da je dvosmerni simetrični model najbolj učinkovit, ker z njim organizacija komunicira tako, da se tudi sama spreminja v pomenu izboljševanja svojega dela oziroma odpravljanja lastnih napak. Tudi graditev trdne lastne identitete je za organizacijo temeljnega pomena pri komuniciranju z javnostmi, čeprav se identiteta ne ujema vedno z zaznavo javnosti, na katero vplivajo tudi drugi dejavniki, na primer nasprotja interesov pri delovanju javne gozdarske službe.Identiteta organizacije je zajeta tudi v besedilu o poslanstvu in zapisanih vrednotah organizacije, ki jih morajo podpirati vsi zaposleni. Avtor ugotavlja, da ima besedilo o poslanstvu v svoji predstavitvi na spletu zapisano le manjšina gozdarskih organizacij, medtem ko zapisanih vrednot ne najdemo vidno predstavljenih. Glede podobe gozdarstva v javnosti ugotavlja, dani objektivno ugotovljena, lahko pa zasledimo nizko samopodobo, ki je vidna tudi v veliki želji po pozitivnem predstavljanju v medijih, ki pa niso namenjeni promociji organizacij, razen v plačanem oglasnem prostoru. Promocijov javnosti dosežemo le s kakovostnim opravljanjem svojega poslanstva ter kakovostnim sporočanjem o tem. Pri tem pa je pomembno korektno in profesionalno sodelovanje z mediji"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:DOC-WUHRD2G3","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:DOC-WUHRD2G3"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:DOC-WUHRD2G3/e8471c18-0d27-4564-a98b-1df61ceb1ec3/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Zveza gozdarskih društev Slovenije"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:DOC-WUHRD2G3/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:DOC-WUHRD2G3"}}}}