engleski

The role of Public Relations in the Process of Corporate Governance

Public Relations, as defined by numerous theorists, are one of the key management functions within the organization. Corporate communications, so named the comprehensiveness and integration of an organization's overall communications and public relations as its integral part in profit- oriented organizations, in terms of functional organization, are taking a central role in a company’s communication with stakeholders and with the aim of achieving the most positive possible reputation. The management style and practice of corporate governance in Croatian corporations developed in parallel with the development of the entire Croatian economy in the past two decades, and thus the importance of corporate communications was obtained and recognized as a management function. Companies increasingly take care of their own image and communication with their stakeholders and also devote more attention to analysing their communication processes. The authors analyse the place and role of corporate communication within the management structure of Croatian companies with special emphasis on access and use of possibilities provided by corporate communication managers in the companies. The goal of this paper is, by using qualitative methodological approach through in-depth interviews, to determine in what way and to what extent top managers of Croatian corporations use public relations in the corporate governance process. For the purposes of the paper the authors established a theoretical sample that stratified three managerial types, depending on the ownership position from which it derives - in privately owned Croatian companies, state-owned companies and companies owned by international corporations. The authors conclude that, despite the trend that Public Relations hold an increasingly important role in corporate processes at the global level, there is a significant space in which scopes and tools of public relations may have a significant positive impact on managing organizations, especially on the strategic level. The authors also recommend further possibilities for developing and enhancing the role of public relations in effective corporate governance processes.

corporate governance ; public relations ; corporate communications ; Croatian companies

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