ࡱ> 5@bjbj22 8XXi}QQQQ*QdahQQQQQQQQ^^^^^^^$8cRe|^VQQVV^QQaF[F[F[V.QQ^F[V^F[F[[c^^QQ o&JQ*W{^^a0a^,f0[f^f^$QVRF[STTQQQ^^$')$'0[)Bo~o Skoko, Journalist Assistant, Faculty of Political Sciences, Public Relations Dept. Marinko Jur evi, D.Sc., Assistant Professor Croatian RTV Nikolina Brnjac FPZ THE IMPORTANCE OF PROMOTION IN THE RAILWAY TRAFFIC DEVELOPMENT IN CROATIA SUMMARY H} (Croatian Railways) is currently preparing for modernization of the railway traffic in Croatia that should partially relieve the road traffic in the future, and make the travel by railway even faster, and easier. Although, for the achievement of this goal, technical assumptions, and service improvements are most important, they are not sufficient. The authors consider the role of promotion as extremely important in this process, as well. In other words, it is necessary to improve the image of the railway traffic, and H} itself, so that the passengers would start to consider this kind of traffic as a high quality alternative to the road traffic, i.e. to increase their confidence in the railway traffic, and make the travel by railway more prestigious. This can be achieved through the development of H} brand, promotion of certain services, and the corporation itself, and further improvement of public relations. The authors base their observations on the research work they performed. KEY WORDS: promotion, development, technical assumptions, H} public relations, railway traffic. 1. Introduction At its meeting of March 6, 2003, the Croatian Government has granted its approval of H} Development Plan, which anticipates an investment of Kn 15.3 billion in the modernization of infrastructure, and the rolling stock, in the period 2003 to 2007. By doing so, the Croatian Government has decided to start, in a brace manner, with the reconstruction of H} in a way that this project became one of its priorities.1 ---------- 1 Marijan Drempeti: H} Development Plan 2003-2007, }eljezni ar, March 2003, pp 3 It should be noted that this decision is a result of the 2 and a half year engagement of H} Management, that has elaborated the following vision: create an effective railway network which would not end at the frontiers of this country, that would not be a burden to the taxpayers, and that would meet the requirements of its passengers, and users of its transport services, in a high quality manner. In order to achieve this goal, H} Management has prepared an Investment Plan with the intention to invest, by 2007, Kn 10.36 billion in infrastructure, Kn 3.188 billion in the freight transport, and Kn 1.713 billion in the transport of passengers. The most important goal of the investment in infrastructure is to achieve the corridor standards, and the goal of investment in vehicles is to provide high quality services to the users of rail transport. Upon the completion of these plans, the rail traffic corridors passing through Croatia should have an increased traffic, and they should be more attractive to foreign operators as well; domestic operators should become more competitive, and able to meet all requirements of the transport of passengers, and freight with respect to the opening of the European rail transport market. Special hopes are expected from "H} Cargo" which should become an important regional leader in the organization of freight transport, and logistics for the clients from Croatia, Central and Eastern Europe. The existing "H}-Transport of passengers" would be transformed into a market oriented company that would become a competitive provider of transport services in the public interest of the Republic of Croatia, and in its own commercial interest on the domestic and wider market, especially within the territory of former Yugoslavia. Calculations based on actual cognitions have shown that the investments in infrastructure would pay dividends within a period of 25 to 30 years, and the investment in mobile means, within 15 to 20 years. The H} Investment Plan is not important for this corporation alone but for the whole Croatian economy. Actually, according to the estimates, 64% of all investments would be covered by domestic economy  from the opening of infrastructure projects, over the investments in freight cars to the modernization of passenger coaches. Only new passenger trains should be bought abroad.2 In accordance with the planned goals, H} management has anticipated concrete steps following up the foreseen time schedule. They are mostly based on the implementation of technical assumptions for the achievement of modernization. Hence, this study wants to indicate the importance of (often ignored) promotion in this process, and to demonstrate that, without high-quality communication and promotion activities, mere technical assumptions would not be sufficient to make the rail traffic in Croatia provide what is actually expected from it. For this purpose, we will pay most attention to the transport of passengers. The reason for this lies in a rather negative image, i.e. in unattractiveness of the rail traffic in comparison with other kinds of traffic. ----------- 2 Marijan Drempeti: H} Development Plan 2003-2007, }eljezni ar, March 2003, pp 3 Consequently, parallelly with the execution of technical priorities, it is necessary to regain, through adequate communication with the public, and promotional activities, the confidence in the use of railway services, and emphasize and promote the advantages of this kind of traffic. In addition, the whole modernization process should be followed up by an improvement of services that are based on high quality communication with all levels of public (from possible users, and users of services to media). 2. Current potentials, and the position of H} on the traffic market H} with more than 16 thousand employees is one of the largest companies in Croatia. According to their definition  " H} is the largest, the safest, and ecologically most acceptable land carrier in Croatia, and its surrounding, operating on the market principles while realizing the public interest, and whose high skilled and motivated employees, while executing their tasks, are governed by the requirements of their clients, apply the safest and market justified technological processes, and technical means."3 Thanks to its capabilities, and capacities, H} represents a backbone of the Croatian economy. Yet, their advantage does not seem to be used enough. H} is a monopolistic company but, for the purpose of compliance with EU standards, it is certain that, already with a new Rail Traffic Act (which should be adopted by the end of 2003), a free access to the railway network will be provided to all operators interested in its use, with the payment of usual fees. In compliance with EU standards, H} will also have to orientate itself, in the future, to the market and competitive relations, to the profitability as the basis of business, modernization and development, as preconditions of the rail traffic competitiveness, and non-budget financing (except for infrastructure). 2.1 H} infrastructural capacities Total railway network 2726.00 km - single-track lines 2478.00 km - double-track lines 248.00 km Total lines in use 2539.00 km Electrified open lines in use 1198.70 km - AC power-supply 1066.00 km - DC power-supply 132.70 km Railway Stations 269 --------------------- 3 H} Development Plan 2003-2007, Presentation to the Government of the Republic of Croatia, Zagreb, January 2003 2.2. Railway Lines Reconstruction and Rehabilitation The first railway line was built in Croatia on October 1, 1862, between Zidani Most and Sisak (Zagreb). The last railway line was built in 1968 Knin Zadar, and the marshalling yard in Zagreb. Until 1990, the rehabilitation cycle was 22 years, 120 kms per year (300 km behind schedule). Since 1990, this rehabilitation cycle was over 30 years (1300 km behind schedule). It should be noted here that a usual general rehabilitation cycle amounts to 120-130 km of railway lines per year, within a period of 20 years. The investments in infrastructure during the next four years will be carried out, simultaneously, in 5 independent project entities, adjusted to the geographic determinants of the Republic of Croatia. 2.3. Mobile Means The quality and the condition of mobile means affect the business effects of the transport of passengers much more than those of the freight transport. The quality of a vehicle itself, along with the travel time and transportation cost, is decisive in motivation of passengers to use the railways as a means of transport. The average age of mobile capacities tells us enough about their comfort and visual impression. In addition, investing in their reconstruction slightly exceed the profitability. - Passenger coaches - 25.6 years - Diesel rail trains - 23.2 years - Locomotives - 27.0 years - Freight cars - 26.9 years Optimization of the rolling stock should lead to the reduction of the number of standard wagons and locomotives, and the increase of the number of new, light trains for local and suburban transport, and daily long distance transport. The following purchases are foreseen: - "Inclined" trains - 13 pcs - Diesel trains - 71 pcs - Modernization of diesel trains - 40 pcs - Reconstruction of passenger coaches - 103 pcs For the purpose of improving the quality of the connection between Zagreb and the interior with the Adriatic Coast, the key role will have the "inclined" trains, which should, with the existing infrastructure, besides the high quality of services, provide the passengers with significantly shorter travel time to the destination. Thus, the ravel from Zagreb to Split would take less than 5 hours, and from Zagreb to Rijeka about 2.5 hours. 2.4. Number of passengers transported by H} Number of passengers in 000 1989 1991 1992 1998 1999 2000 2001 2002 Total number of passengers 43,655 24,485 17,878 28,470 30,463 34,973 36,964 37,226 Domestic traffic 42,491 23,762 17,174 27,783 29,813 34,227 36,246 36,466 Local traffic 31,287 18,778 17,174 16,415 16,878 16,902 16,713 17,608 Suburban traffic 11,204 4,984 - 11,368 12,935 17,325 19,533 18,858 International traffic 1,164 723 704 687 650 710 718 760 Source: H} Business Plan for 2003, and period 2003-2007; File No. 4-1365-2/02 3. H} Restructuring Process In the medium-term period 2003-2007, H} intend to invest Kn 15.3 billion. These investments are significantly higher than those foreseen by several previous plans. Except this medium-term plan for 2002-2006, all previous plans were meant for the infrastructure only in order to repair war damages, and reconstruct the tracks to maintain the main H} railway network in an operating condition, and to repair the line signal and telecommunication devices. Unlike previous H} investment plans, the plan for 2003-2007 also contains a development element, since in both  passenger, and freight traffic, the purchase of modern, railway vehicles is foreseen, that will enable H} to provide the European level transport services, and to efficiently participate in the ever-increasing competition on the traffic market. Therefore, in the period 2003-2007, H} would invest both, in infrastructure, and in transport area. These investments would be intended for the maintenance of major railway network through modernization and major rehabilitation of the existing lines, and the construction of new railway lines; for reconstruction and repair of tracks, bridges and tunnels; for new electrification, signalling, and remote control; for the power supply system; for infrastructure of telecommunications; for computerization; for protection of environment, and for reconstruction of the existing transport capacities and purchase of new ones. The investment major criteria are: - increased safety and orderliness of railway traffic, - removal of bottlenecks of the railway network, - coordination of the railway network development and transport capacities, - higher increase in the development of larger traffic lines, - development of telecommunication infrastructure, - development of combined transport, - reconstruction of the existing vehicles, and purchase of new ones. Total investments (in Kn billion) are shown in the Table below: The Investment Plan for 2003-20074 Investment area 2003 2004 2005 2006 2007 TOTAL A) Infrastructure 2,075.0 2,032.8 2,184.3 2,118.9 1,608.8 10,017.8 I Construction plants II Power installations III Infrastructural machinery work IV Buildings and equipment in V the function of traffic VI Computerization VII Environment protection VIII Construction of RW Lines and Stations Modernization of C-branch of 5th Paneuropean Corridor B) Transport 1,556.7 907.6 496.0 1,076.0 842.8 4.879.2 I Transport capacities II Combined transport III Buildings and equipment in the function of transport C) Other common 35.9 5.0 3.6 1.7 0.3 45.5 investments D) Study, technical and 80.0 60.0 60.0 60.0 60.0 320.0 investment documents Total (A+B+C+D) 3,746.5 3,005.4 2,743.9 3,256.6 2,509.9 15,362.4 4. The Image of the Railway Traffic in Croatia The notion of "image" may be observed from three aspects. First, it is a picture, feeling or association made in the conscience of a man at the sight or mention of a subject (person, institution, corporation).Then, it is an impression or a perception the public has already got about the subject, i.e. the opinion of the public about the organization a reflection or image of the organization in the public. In addition, an image may be a fabrication of reality or an imitation, artificially conceived personality "offered" to the public.5 --------------------- 4 Source: H} Public Relations, April 2003 5 Bo~o Skoko: The Image of Croatia in International Relations; Master Paper. Faculty of Political Sciences, Zagreb, 2003 A good image or reputation cannot be achieved overnight. It is won through a persistent engagement in the society over a long period of time. It is formed on the basis of high quality communication with one's own employees, and all target groups (publics) around us. Finally, the reputation may be acquired on the basis of excellent business results of an organization. In any case, a well done job is not sufficient without excellent presentation to the public, and on the other hand, the presentation to the public is "empty" without concrete effects, kind behaviour of personnel, good view of premises, high quality promotion material ... In other words, the reputation is a sum of: the attitude of the employees of an organization towards the clients, high quality service, business results of the organization, and normally, high quality presentation to both, internal and external public, including media...6 The first condition for making an image of a business subject is to know it. Each segment of the public looks at an organization from its angle, and thus it makes its specific impression of the organization, and together with other individuals makes a global image of the organization. All that people hear in any way or come to know about an organization (person, product...) accumulate, after a while, in a general perception. In addition to what a company wants to show through its promotion activities, the general perception also depends on rumours, and other details that often seem irrelevant. An image also depends on previously formed opinions, convictions, prejudices, stereotypes, and all other experiences of a public (consumers, users, partners, voters, TV viewers, readers....) about a certain organization or product. The contents of particular information about a company once obtained is forgotten after a while, and the conscience keeps only a general impression (taste) as a common denominator of all those information. Yet, the image of an organization ultimately depends on its communication efforts. In order to make an estimation of the current image of the railway traffic in Croatia, we shall try to make use of two public opinion polls carried out among the transport users, and potential users. 4.1. An image estimation based on the public opinion poll For the purpose of this study, a poll was carried out in March 2003, among the students of the third term of the journalistic studies at the Faculty of Political Sciences in Zagreb, as potential users of H} services, and future makers of public opinion in Croatia. The first question the students were asked by this poll was to quote the first association they remember at the mention of H}. The sample of respondents consisted of 120 students. According to the results obtained, the first five positions of most frequent associations are occupied by next (negative) notions: ----------------- 6 Bo~o Skoko: An Organization's Image Achieved through a High Quality Brand, Poslovni magazin, December 2002 slowness, delay, discomfort, backwardness, and accidents. Neutral notions, such as: travel, distances, comfort, safety, cheapness, long discussions etc. were mentioned in much smaller number of cases (about 20%). It should be pointed out that it was a younger population, dealing with journalism, and thus classified as a very critical group. Yet, thanks to the obtained notions, it is possible to get a partial insight of the H} image in the public. In a period from May 15 to July 15, 2002, the H} Corporate Marketing Department conducted a poll among 777 passengers on the Inter City lines (Zagreb, Rijeka, Split, Osijek). Among other things, one of the purposes of this poll was to find out the viewpoints and opinions of passengers about certain issues in connection with railway stations, trains, declared development policy, and the position of railways in the conscience of passengers. The passengers have selected much more desirable first associations with H} than students, i.e. potential passengers. It is true that in this case the options were offered, thus limiting the possibility of choice and creativity. The examined passengers gave the highest percentage to the option "safe, cheap, comfortable" 47%, and option "something else" 32%. Under the option "something else", most of associations were in connection with "comfort (15%), slowness (18%), incompatibility of the timetable with other transport means, strike, dirtiness (5%), unamiableness, safety (12%), delay (9%), expensive ticket (8%), oldfashioned trains (5%) etc. Most serious remarks given by the interviewed passengers were: the length/speed of travel 37%, then the cost of ticket 18%, and irregularity and delay  17%. High percentage of interviewed passengers "without answer" indicates general criticality towards the H} offer, its services, and its image in the public. Among major H} advantages, the interviewed passengers quoted: comfort of travel  31%, safety of travel 27%, acceptable prices 13%. Just these options, in comparison with other transport means, were recognized as most important advantages in deciding to travel by train. The interviewed passengers expressed their opinion about railway stations, in most cases, with a mark "Good" (52%). Most critics of the interviewed passengers were directed to the contents of railway stations (services) 31%, and dirtiness and untidiness of the stations 21%. The announcements and selection of music in the train were marked as "satisfactory" 36%, and "relatively satisfactory" 34%. Cleanness in the train was judged as "relatively satisfactory" 58%, and then "unsatisfactory" - 22%. The train personnel was judged fairly high "quite satisfactory" 60%, compared to the option "unsatisfactory" 2%. As for the comfort in the train, the following evaluations were obtained: "relatively satisfactory" 47%, and "quite satisfactory" 43%. These indicators demonstrate one of major advantages causing passengers to travel by train, especially by Inter City trains. The quality of service in the restaurant car was mostly judged as "relatively satisfactory" 49%, and then the option "quite satisfactory" 28%. Awareness of the fact that the railway is ecologically most acceptable, energy saver, and most profitable means of transport is as follows: "I am well aware" 35%, "I know enough about it" 32%, "my knowledge of it is poor" 18%, "I am not informed about it" 13%. There were 47% of partially informed passengers about the modernization process, and 36% of them were not informed at all. This indicates that the reporting in media about the modernization of H} is not sufficient. From demographic determinants of the interviewed passengers using Inter City trains we found out that they are mostly young people, and of middle age, with their main characteristic as belonging to the daily business or school migration. Therefore, they are mostly passengers "from necessity". Consequently, H} has currently got a much better image amount its passengers than among potential passengers and broader public. Since, in general, the latter groups do not have direct experience with H}, they are primarily influenced by acquired opinions, stereotypes, rumours, and media... Therefore, during the process of changing the image, it should be considered how to neutralize the existing opinions, and create the preference to use the services of rail traffic. At he same time, the quality of service should be increased in order to satisfy the existing passengers, and avoid the disappointment of new passengers, trying to keep them even after the first "trial" travel. The communication strategy is very important in this case, as the best service may remain unused if potential users T .2&&++x+++-:. 1"17839:::`;>>E^E)FLINIII(JUUUUUUAVBVVW)XXYYYY Z:Z\\\\@]F]^aaf!gkk hdb>*CJ hdb>*hdb5H*\ hdbCJhdb6CJ] hdbCJ hdbCJH* hdbH* hdb5\hdbL. & ( H P R T $a$$a$.&#'#&&e(f(**+++--:.<...2277$a$788$8J8p8888999939:::::`;b;==>>>>@@$a$@@@@AA#B$BGBeBBBBDEEEE^E`E)F*FFF,G-GGG2H$a$2H4HLINIIII(J*JSSS T?TTTU)UpUqUUUUUUUUAVBV$a$BVVVVWW8WKWfWWWWWW)X@XVXuXXX YYYYYYZ Z Z$a$ Z Z:Z;Z\\\\\>]@]]^^ ^!^"^__aaffff!g"gkk$a$kkMl]l_l`lFnHnppoupuxx7{8{prBD45ܤޤ$a$k:lKl_l`llllw4xȮʮx~vz8zfRy>M< hdbCJH* hdbH*U hdb5\hdbhdb6CJ] hdbCJ#have not been informed about it. 4.2. Interdependence of the image, and the possibility of increased amount of using H} services Most public relations theoreticians agree that a high quality image, i.e. reputation (image in compliance with the public's values) is the most valuable property of a company, and that it should be carefully built, and wisely maintained. A great image intensifies all the company is, what it does and says, unlike the nonrecognizability that devaluates its products, services and everything connected with it. The research works also show that it is much easier for the companies with greater image to get financial support, new clients, sympathy of journalists, and even in the periods of crisis, the public is rather favourable to the companies that enjoy greater image in the society. The image is an unstable phenomenon liable to change, since it is not based on "reason" but on the perception of an individual in different circumstances, on his prejudices, stereotypes, momentary impressions, feelings ... The advantage of the changeability of image lies in the fact that, thanks to the communication activities, we can indirectly influence the change and improvement of the image of any subject, and thus of H} as well. And thanks to the improvement of the image, it is certainly possible to positively affect the improvement of business results, and the possibility of increasing the amount of the use of H} services. There are several questions concerning this matter asked in the aforementioned polls among the students of the Faculty of Political Sciences in Zagreb. The question  would you travel by train if H} introduced the "inclined" trains similar to those used by German Railways  obtained an affirmative answer by 84% of interviewed students. Since this question did not refer only to the image but to the improved services, we have asked two control questions. The question - would you travel by H} more often if the trains were more beautiful, and more comfortable, and the personnel more kind (a category of quality, and not of quantity)  the affirmative answer was obtained by 76% of the interviewed students. The question - would you travel by H} more often if your fellow-students did so  the positive answer was obtained by 62% of the interviewed students; which goes in favour of assertion about the importance of a "trend". H} Reputation Promotional Elements The communication with public is crucial for the success of each company, and especially for the success of radical changes. Public relations institutions, and corporate marketing represent the key elements in the business running of a company. Organizationally, they are a part of the Management structure with key importance for their decision making. Public relations are a form of communication of a company, corporation, institution or an individual in making and maintaining a positive image about them. This communication functions in three directions: - correction of a wrong impression about the company in the public, - maintaining a good opinion of the company in the public, - explaining the role and purpose of the company, corporation, institution or an individual to the public.7 Technical assumptions are of crucial importance for the modernization of H} in the period 2003-2007 but without high quality public relations, and promotion of the whole project, it would be difficult to expect a major breakthrough. The reason for this is that a significant number of passengers "got rid of a habit" to travel by train, and younger generations have not yet got acquainted with the advantages of this kind of travel. In addition, the image of H} in the public is rather bad, and the interviewed people as their first association when they hear the name of H} mention: delay, discomfort, untidiness, impoliteness, run down trains etc. Therefore, in addition to the purchase of "inclined" trains, adjustment of the existing ones, and improvement of infrastructure, it is necessary to change the image of H} in the public, i.e. to make the travel by train more attractive. We suggest that, simultaneously, along with this process, a technical improvement is made in 4 stages: -------------- 7 Vlatka `kori: The role of public relations in the restructure of H}; Paper for the Scientific Conference, Opatija 1999 a) Inclusion of the public in the process of modernization (in order to make the modernization process approved by the Croatian public as a work of common interest, and raising the level of traffic standards in the Republic of Croatia, and a kind of preparation of the public for the new high quality traffic conditions). - continuous informing of the public about all details of modernization, - informing the journalists about all progress in the process of development (visiting the railway lines, getting acquainted with the advantages of "inclined" trains in use abroad), - intense internal communications (with its employees), - popularization of the modernization through special publications (leaflets), - publication of special reports in media (special broadcasts), - information stands, - leaflets and CDs for journalists, - Web communication - corporate movies, - public discussions with professional public, - trial "free of charge" travels, - making a TV spot about the strength of H} with simulation of the advantages of new lines and trains, with concrete terms and plans. b) Repositioning of H} Identity (in order to make a psychological detachment from the existing H}, and its approach to the West European competition and standards) - making new graphic standards and visual identity, - alignment of visual identity at all levels, - training of all employees, and making a new way of their behaviour, - emphasizing a new way of business running, and Management behaviour, - publication of new promotion material. c) Advantages of the railway travel and transport (making it competitive to the road traffic) - using professional meetings, analyses, and studies as a support, - organizing test rides by train, - joint actions with environment protection associations, - preparation of special programs for businessmen, - emphasizing comfort, and possibility of communication during the travel, - possible preparation of a TV spot comparing the travel by railway, road and aircraft. d) Popularization of travel by railway (travel by train is "in") - special promotional rides for journalists, - special promotional actions with well-known persons in aFHխ֭Yˮ̮XZx vxz̺˻$a$˻^vȼ68BCy:ef4pQR$a$R7d=>MNmn"$:<rX6$ & Fa$$a$ train, - special promotion material for passengers, - intensified public relations activities, - connecting with the Government, and Office of the President in order to make the high ranking officials travel by train (popularization), - promotional TV spot (emotional rather then informative approach). 6. Conclusions The media and public opinion have a very important role in the functioning of modern society, and in the business running of companies. On the other hand, thanks to the continuous development of different kinds of traffic, and increased living standards, the requirements of citizens are ever increasing as well. By approaching of Croatia to EU, H} is slowly loosing its monopolistic position, and it should adapt itself to the market competition. All these facts force us to adapt the operation of this corporation to new conditions, under which the facts are not the only important but the fiction as well, i.e. to the conditions where technical quality is crucial but the image is often more important. By realizing technical preconditions, and high quality communication with the public, H} can, at the same time, make a major breakthrough on the Croatian, and European traffic markets. By increasing the quality of its services, and improving its image in the public, H} can become a high quality, and attractive service for the transport of passengers and goods. At the same time, it can improve its competitiveness in relation to other sorts of traffic. In fact, H} can get out from the period of modernization 2003-2007, as a company with a new value (possible comparison with HT, after its sale to Deutsche Telekom). If there would be no communicational and promotional support to the technical improvement of the railway traffic in Croatia, there will be a possibility of increasing the quality of services but this breakthrough would not be adequately reflected on the income of H} and its image as a company in the public, which would, in the long run, limit the development possibilities of the company. Literature M. Drempeti: H} development plan 2003-2007, }eljezni ar, March 2003, Polls on H} services in Inter-City trains; H}, Corporate Marketing Dept., July 2002, M. Jur evi: Strategic goals of traffic development in the Republic of Croatia from the market conditions aspect; Doctoral thesis; Faculty of Economics, Zagreb, 2000, International Scientific Conference "Society and Technology", Opatija 1997, The World Bank and EBRD Mission: The railways modernization and reconstruction project, Zagreb, February 1998, H} development plan 2003-2007  Presentation to the Government of the Republic of Croatia, Zagreb, January 2003, B. Skoko: An Organization's Image Achieved through a High Quality Brand, Poslovni magazin, December 2002, B. Skoko: The Image of Croatia in International Relations; Master Paper. Faculty of Political Sciences, Zagreb, 2003 V. `kori: The role of public relations in the reconstruction of H}; International Scientific Conference "Society and Technology", Opatija, 1999, V. `kori: Public relations in a public company; The H} model. $a$$ & Fa$6 0 0&P 1h. A!"#$% H@H Normal CJOJQJ_HaJmH sH tH @@@ Heading 1$$@&a$5\@@@ Heading 2$$@&a$5\B@B Heading 3$$@&a$>*CJD@D Heading 4$$@&a$ 5CJ\DAD Default Paragraph FontVi@V  Table Normal :V 44 la (k@(No List 4B@4 Body Text$a$>P@> Body Text 2$a$5\i}XYXYZ[lm  jk &'DEQRtu0Ru "#$%Z[ab+ , > ? 3"4"X"}""""###$>$p$q$)&*&+&,&-&Y&Z&&&W'X'''B(C(((P)Q))))))X/Y/}///70w00011\1]1^1_111111W2p222222333=3[3u3v33344:4;444495O5P555555588888I8J8888888>:?:d<e<@@AAAADD!DDDDDXFYFHHJJLLlOmORRTTVWWWWWiZjZ]]]]`````bb-cjccchfifUgVgggghLhMhNhiiijj-kokkkkk l.lzlllpmqmmmnhnnnnnn>obooo pppppp6qeqq%rkrlr{r|rss?u@uww5y6yAyByyyzz?{{|d||%}k}0000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000(000000000000000000000000000000000000080000000000000808080808080808080808080800000000000000000000080p0p0p0p0p000p0p00p0p0000p0@0p0p0p0p0p0p0000p0p0p0p0p0p0p0p0p0p00p0p00X0p0p0p0p0p000p0p0p00p0p0000p0p00p0p0h0p0p0p0p0p0p00p0p000000 0p0 0p0 00 00p0p0p0p00p0p0 0p00 0p00 0p00 0p0p0p0p0p0p00p00p0p0p0p0p 0p 0 0 0 0 0 0 00 0p 0XYXYZ[lm  jk &'DEQRtu0Ru "#$%Z[ab+ , > ? 3"4"X"}""""###$>$p$q$)&*&+&,&-&Y&Z&&&W'X'''B(C(((P)Q))))))X/Y/}///70w00011\1]1^1_111111W2p222222333=3[3u3v33344:4;444495O5P555555588888I8J8888888>:?:d<e<@@AAAADD!DDDDDXFYFHHJJLLlOmORRTTVWWWWWiZjZ]]]]`````bb-cjccchfifUgVgggghLhMhNhiiijj-kokkkkk l.lzlllpmqmmmnhnnnnnn>obooo pppppp6qeqq%rkrlr{r|rss?u@uww5y6yAyByyyzz?{{|d||%}k}M90M90M90M90M90M90O90O90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90M90kCM7@2HBV Zk˻RDFGHIJKLbcdqE? ?D????\???\:?,?}?l?T? ???޺? ?@? q?<2?QP?$?W55f8f888AAzBzBBBtFFFFFFFFFFFFk}     55m8m888AABBBBFFFFFFFFFFGGk}  = *urn:schemas-microsoft-com:office:smarttags PlaceType= *urn:schemas-microsoft-com:office:smarttags PlaceName8 *urn:schemas-microsoft-com:office:smarttagsdate8*urn:schemas-microsoft-com:office:smarttagsCityB*urn:schemas-microsoft-com:office:smarttagscountry-region9*urn:schemas-microsoft-com:office:smarttagsplace 1520027DayMonthYear  k}Wkq,! $ (4GPFQjtAJJ"Q"o"v"""""d#n###$ $4$9$e$k$%%&&3(A(////;0A0{0000002141"3(3 4#444:5D58'8J8Q8??CC!D(DDDFGeNkNNN O OSSTT^^__CaPaqbbbbeeggiijjjj1k?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrtuvwxyz{|}~Root Entry F o&J1TablesfWordDocument8SummaryInformation(DocumentSummaryInformation8CompObjj  FMicrosoft Word Document MSWordDocWord.Document.89q