69 KB2722 KB67 KB196520251998Škerlep, Andrejletnik:35številka:4str. 738-758ISSN:0040-3598COBISSID:18584413URN:URN:NBN:SI:doc-JRYLM6NRslFakulteta za sociologijo, politične vede in novinarstvo v LjubljaniTeorija in praksacommunicationjavnostkomuniciranjeodnosi z javnostmireševanje konfliktovVeščina razreševanja interesnih konfliktov in elokventne artikulacije organizacijskega diskurza|Article is defining public relations as skill of resolution of conflicts of interests between organization and its strategic stakeholders. In the process it refers to the theory of stakeholders management, to the elements of Gruning's theory of public relations and to the scheme of strategic negotiations as a matrix of relations between different interest positions. In the second part the article is concerned with brief overview of techniques of public relations which are defined as elements of organizational discourse,and of programs of public relations, in which it recognizes institutional contexts of organizational communicationOdnosi z javnostmi so v članku obravnavani kot veščina razreševanja interesnih konfliktov med organizacijo in njenimi strateškimi deležniki. Pri tem se avtor navezuje na teorijo upravljanja z deležniki in elemente Grunigove teorije odnosov z javnostmi, ki jo nadgradi s shemo pogajanj kot matrico interesnih razmerij. V drugem delu pa obravnava tehnike, ki jih opredeli kot elemente organiacijskega diskurza, in programe odnosov z javnostmi, v katerih prepoznava institucionalne kontekste organizacijskega komuniciranjaTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of Slovenia