2017 – Vol. 2 No. 2

Volume 2, Number 2

Editor’s Note

Igor Vukasović, Iva Ančić, Dora Starčević: Rebranding as an Elementary Part of Corporate Repositioning and Reputation Management – Addiko Bank Example

Reputation and brand are two of the most important, if not the most important, corporate assets which play a significant role in the company’ success or demise. Brands have an ability to impact people’s perception and hence managing the brand and the reputation is more, much more than just having an interesting name, memorable slogan or recognizable logo. It’s about being loyal to its corporate values and remaining relevant to its customers. With the rebranding marking a fundamental change for the corporation, both in terms how it does business also how it communicates, this paper focuses on the rebranding of the former Hypo Alpe-Adria-Bank into Addiko Bank, with the new brand, being an elementary part of the business strategy. The aim of the paper is to show by developing a compelling new brand a bank burdened by past image can reposition itself and again become a viable contender. In order to get the full insight, focus groups, interviews and workshops with Bank’s management, employees and clients were conducted. Based on the research results, the new brand was created and launched with successful rebranding having a positive impact on not only corporate repositioning and reputation, but also on financial results in 2016 and 2017.

Lana Hudeček, Igor Ćutuk: Croatian Public Relations Terminology – Overview and Guidelines for Terminological Regulation

In this paper, the authors give an overview of Croatian terminology in public relations and point out its functional stratification and the need for its regulation, for which they present specific guidelines. Using examples of synonymous pairs and sequences in public relations terminology currently used in Croatian they demonstrate in detail the application of basic and supplemental principles of terminology standardization and explain the criteria based on which a certain term is given precedence over another or others in the terminology standardization process. In the final chapter guidelines are provided for the compilation of a relevant, corpus-based and normative public relations dictionary conceptualized in line with topical e-lexicography criteria in relation to specialized (terminology) dictionaries. The appendix to this paper contains a brief normative monolingual Croatian public relations dictionary.

Pero Maldini, Marta Takahashi: Refugee Crisis and the European Union: Do the Failed Migration and Asylum Policies Indicate a Political and Structural Crisis of European Integration?

This paper deals with the refugee crisis and its impact on the European Union. The absence of a common immigration policy, even the existence of diametrically opposed attitudes and different practices of individual member states in the regulation of the refugee wave, caused a complete failure of European Union migration and asylum policies. It has, on the one hand, deepened the refugee crisis and, on the other hand, pointed to the structural and political crisis of the European Union, since they have brought into question the fundamental values ​​of European integration, in particular human rights, unity, cooperation, solidarity, freedom and democracy. Similarly, the conflict of supranational and national interests and policies very pronouncedly came to light. The refugee crisis has also become a serious test for not only migration and asylum policies, which have proved unsuccessful, but has brought to the fore the structural and political weaknesses of European integration. Consequently, they have raised the issue of redefining the modalities of cooperation and institutional structure, especially relations of the European Commission and nation states, as well as relations among member states, particularly big and small ones.

Irena Sever Globan, Marko Ezgeta: How (Fictional) Politicians Persuade and Manipulate Their Viewers? The Case of House of Cards

In times of increasing individualism when many traditional socialization institutions lose their primary role and influence, television series characters have become new role models that people can identify with. Modern television production is inclined to portray protagonists as antiheroes because viewers are more engaged and intrigued by them compared to the traditional protagonists. Series often break the so-called “fourth wall” in a way of transcending boundaries between virtual and real life, talking directly to the viewers, thus creating parasocial interaction. According to the transportation theory of persuasion, the greater the emotional bond with the characters, the higher the possibility for the viewers to “transport” within the narrative. This phenomenon can be particularly noticed in the political drama House of Cards, where the Machiavellian politician Frank Underwood persuades both characters in the story and the viewers in order to achieve some of his personal goals. The aim of this paper is to highlight the methods of persuasion and manipulation used by the protagonist in order to recognize how he wants to persuade us and recognize what his underlying goals are.

Ivana Bilić, Smiljana Pivčević, Ana Čevra: Crisis Management in Hotel Business – Insights from Croatia

Owing to the numerous peculiarities of the hotel business, the sensitivity of this sector to crisis situations is higher compared to other economic sectors. International tourism and hospitality as crucial elements of the tourism offer are exposed to a number of crises and disasters. Therefore, the crisis management concept must play a significant role in the operations of tourism companies and this paper addresses this issue. It starts with theoretical framework reviewing the fundamental determinants of tourism, concepts of crisis and crisis management in international tourism and the importance of crisis management in the hotel business. In the empirical part of the paper, the results of a survey conducted on a sample of 59 hotels in the Split-Dalmatia County are presented with the aim of providing insights about their approach on handling crisis situations.

Danijel Labaš, Petra Marinčić: The Media on the Subject of Media Literacy in the Croatian Education System

Media literacy, which has been rapidly developing in many European countries during the past decades, is still at its beginning in Croatia. It remains excluded from the formal education programmes. Meanwhile, there are various informal types of media education dedicated to information and media literacy, usually thanks to the efforts of non-governmental organisations (Labaš, 2015). What kind of impact did Croatian Internet news portals have on media literacy, and what is their position on it and its place in the education system during the debate about the curricular reform, and were they encouraging debate with the interested public in this period? This paper aims to answer these questions by investigating the news portals’ writings (Večernji list, Jutarnji list, Slobodna Dalmacija, Novi list, Glas Slavonije and 24 sata) in the time period between 1 January and 1 July 2016.

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

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

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