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Strategic Management of Public Relations in Education

Author

Listed:
  • Konstanca Mitrovic
  • Milan Draca

Abstract

Public relations is the strategically focused two-way communication to achive a certain goal. PR department plans and implements strategies to inform and gather support for the relevant public. The role of public relations in building knowledge societies is also sensitizing citizens and create a positive social climate for the acceptance of new programs and projects in the wider public, as well as ensuring the active participations of target public and the construction of the positive publicity, which allows PR in proactive action to prevent the emergence of conflict situation. If, however, demonstrate the need, PR department implements integrated communication strategy with the aim of reducing the negative publicity.

Suggested Citation

  • Konstanca Mitrovic & Milan Draca, 2009. "Strategic Management of Public Relations in Education," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 5, pages 245-254.
    • Handle: RePEc:osi:journl:v:5:y:2009:p:245-254
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    More about this item

    Keywords

    public relations; education; knowledge societies;
    All these keywords.

    JEL classification:

    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education

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