2016 – Vol 1. No. 2

Volume 1, Number 2

Editor’s Note

Alex Malouf, Marko Selaković, Nikolina Ljepava: Exploring the Relationship Between Corporate Volunteering and Internal Communications in Multinational Organizations

The purpose of this paper is to explore the relationship between internal communications and corporate volunteering in order to better understand how companies promote volunteerism among employees. According to Aguilera et al. (2007), volunteerism can be promoted by directly communicating about such programmes, as well as indirectly communicating to employees on organizational purpose, strategy and values. A survey has been conducted with employees of three multinational companies, and data were analysed to comprehend the relationship between employee understanding of their company’s organizational purpose, CSR strategy and employee participation in both structured volunteering programmes and out-of-work volunteering. The authors concluded that management of internal communications has an impact on aligning employees’ perception of the company’s organizational purpose with its CSR strategy and in prompting them to actively take part in employee volunteering programmes. The research conducted proves the interdependence between internal communications and corporate volunteering: when the internal communications were effective, there were higher volunteering engagement rates and a more positive organizational image. In addition, the research provides an understanding of the state of corporate volunteering and its relationship with internal communications in a country which could be described as an emerging market both from the point-of-view of local approaches to CSR as well as its economic status. Findings have been used to identify how companies can better align their organizational purpose and CSR strategy via internal communications in order to better promote volunteering programmes amongst staff.

Ivan Pakozdi, Mario Petrović, Adrian Beljo: Native Advertising: Evolving Marketing or Public Relations Promotional Tool

The term “Native Advertising” in the marketing sense has been characterised as an “advertising evolution”, and it is usually considered to belong to the group of new marketing tools. However, due to the subtle way in which it presents “editorial” content in the media, PR practitioners are increasingly describing native advertising as one of the most desirable PR tools. Guided by this situation, in this paper, the authors compare theoretical knowledge on advertising with Native Advertising as a new and innovative form of advertising, and connect it with application in the field of public relations. The obtained results of the comparison are contrasted with the opinions of six experts who have been working in the media, marketing agencies and PR agencies. By means of in-depth interviews, they present diverse takes on Native Advertising as a new advertising form, that is, a new PR tool. By comparing their opinions, the authors prove that Native Advertising is primarily a marketing tool that, due to its secondary (promotional) function, serves as support to PR activities, and not vice versa.

Ema Starčić, Hrvoje Jakopović: Evaluation and Measurement Among Croatian Public Relations Professionals

This paper examines PR evaluation and measurement in the corporate sector in Croatia. PR evaluation is one of the most important questions for the future of the public relations profession. The authors analyse the PR metrics used in the corporate sector in Croatia. With the survey research, they question awareness concerning PR evaluation, frequency of evaluation performance, what is taken as a measure of PR efficiency, methods used and competencies for using certain methods, evaluation approaches for social media. Survey research conducted on a sample of 35 public relations professionals from 35 different organizations in Croatia shows that measuring the effectiveness of the public relations programme in Croatia is still not fully implemented in practice, but there is a high level of awareness about the importance of evaluation in public relations. Results show that PR professionals prefer to use quantitative methods and that they mostly use evaluation as summative research.

Leali Osmančević: Twitter as Popular Journalistic Platform – Similarities and Differences Between Jutarnji List and Vecernji List

The article deals with Twitter as a popular platform for media and journalists. Journalism, as a profession, is now in the 21st century even more accessible to all media audiences mainly because of the rapid development of social networks and mobile media. Twitter is one of the most popular social platforms, and microblogging services and a large number of media and journalists have their official Twitter accounts through which they share the latest news and media content as well as connect with their audience on a daily basis. Twitter has a lot of advantages in the context of journalism, but it is important to firstly learn how to use it in a professional and most beneficial way. The article also presents results of research whose main goal was to determine ways of communicating and possible similarities and differences between two Croatian daily newspapers, Jutarnji list and Večernji list, on Twitter.

Jadranka Škarica, Ivan Tanta: Communication in Organisations as Fundamentals of Good Management or a Stumbling Block

The environment in which businesses operate is constantly changing and managers are often forced to make decisions that would help businesses adapt to changes. In this context, communication skills are very important especially in managing change in order to increase the quality of decisions and the likelihood that the employees will be motivated for successful implementation of changes. This study will provide an overview and an analysis of communication in organisations based on the results of the survey, and it will provide recommendations on how to effectively communicate changes. Recently published studies did not address the effectiveness of communication in implementing changes using survey questionnaires. The results obtained from the survey are applicable in practice and could be used by managers and employees to ensure a more successful implementation of inevitable change and to reduce the unwanted effects if the change is not communicated effectively.

Goran Pavelin, Roko Matanović: Research on the Attitudes of the Directors of Croatian State Archives to Planning and Implementing Volunteer Management

Croatian archives have stayed out of the spotlight for the most part, opting to use government subsidies as a crutch to help them go about their business without paying much attention to economic realities. As a terrifying result, archive repositories are fraught with data and records that have not been properly sorted out and made available for public use yet. To make things worse, few citizens feel like paying the local archives a visit as they are not sure what value they might get for their time. This paper deals with a twofold approach (legislation and education) to getting archives management up to date with modern practice and also reveals why Croatian archives have been slow to change, unable to cope with their biggest setbacks. Empirical data suggest managers are ill-equipped to run a volunteer management programme, let alone carry out basic PR activities to let taxpayers know for what services they are funding the archives. According to survey results, managers would very much like to be taught how to make their tenure more successful. The paper is also ground breaking in that no other research has been done before on Croatian archives being in tune with the modern practice of volunteer management.

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About Publisher

The Edward Bernays College of Communication Management is the first in Croatia to carry out comprehensive specialised education in communication management and public relations.

Publisher info

Edward Bernays, University College
Address: Ratkajev prolaz 8, 10000 Zagreb
E-mail: info@bernays.hr
Web: www.bernays.hr

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