A use of second order co-orientation model in international public relations. (CROSBI ID 624554)
Prilog sa skupa u zborniku | izvorni znanstveni rad
Podaci o odgovornosti
Verčič, Dejan ; Tkalac Verčič, Ana
engleski
A use of second order co-orientation model in international public relations.
This paper is an extension of a line of research that questions the possibility of applying the co-orientation theory in researching the communication behavior between “general” publics of nations. Here we included three nations, Slovenia, Croatia and Serbia and questioned publics’ opinions on investment policies between mentioned nations. We extended the notion of co-orientation in international relations to include not only evaluations of two countries’ attitudes towards a third country, but also evaluations of opinions the two countries have between themselves (and to which the first is only an observer). We called it the second-order co-orientation. So far accuracy has been seen as the right objective for public relations using co-orientation. Our results question centrality of accuracy as the key performance indicator of effectiveness of public relations programs in the context of co-orientation model.
Public relations; Co-orientation theory; Slovenia; Croatia; Serbia
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Podaci o prilogu
2007.
objavljeno
Podaci o matičnoj publikaciji
Proceeding from 15th BledCom: Global Public Relations Symposium
Podaci o skupu
15th BledCom: Global Public Relations Symposium
predavanje
06.07.2007-08.07.2007
Bled, Slovenija