241 KB39 KB200920252019Andov, DejanTuneva, Marinaštevilka:1letnik:11str. 52-60ISSN:1855-6175COBISSID_HOST:513082928URN:URN:NBN:SI:doc-P8TDJ545enDoba EpisMednarodno inovativno poslovanjeCSOsgradnja podobe in ugledaimage and reputation buildingNVOodnosi z javnostmipublic relationsstrategic communicationstrateško komuniciranjePublic relations and their importance in the growth of civil society organizations in the Macedonia| Odnosi z javnostmi in njihov pomen pri rasti organizacij civilne družbe v Makedoniji|The article examines the ways in which civil society and citizens can get connected through the communication practices of CSOs. The purpose is to explore how CSOs perceive, organize and coordinate their strategic communication and PR, to identify problemsthey encountered and to recommend ways of improving their communication practice. The article found out that two-way communication with the public is achieved by organizing different types of events, media relations and online campaigning. Still, there isan insufficient understanding of the importance of strategic communication and "ad hoc" approach is usually used. The reasons are lack of human resources andfinances. The implications of these findings are discussed in detail in the articleČlanek obravnava načine, na katere se lahko civilna družba in državljani povezujejo prek komunikacijskih praks organizacij civilne družbe. Namen je raziskati, kako organizacije civilne družbe zaznavajo, organizirajo in usklajujejo svoje strateško komuniciranje in odnose z javnostmi, da prepoznajo probleme, s katerimi se soočajo, in priporočiti načine za izboljšanje njihovih komunikacijskih praks. Avtorja v članku ugotovljata, da se dvosmerno komuniciranje z javnostmi doseže z organiziranjem različnih vrst dogodkov, odnosov z mediji in s pomočjo spletnih kampanj. Kljub temu pa ni dovolj razumevanja pomena strateškega komuniciranja, saj se običajno uporablja "ad hoc" pristop. Razlogi so pomanjkanje človeških virov in financ. Posledice teh ugotovitev so podrobneje obravnavane v člankuTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDOBA Fakulteta za uporabne poslovne in družbene študije Maribor