Naslov
A use of second order co-orientation model in international public relations.

Autori
Verčič, Dejan ; Tkalac Verčič, Ana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceeding from 15th BledCom: Global Public Relations Symposium / - , 2007

Skup
15th BledCom: Global Public Relations Symposium

Mjesto i datum
Bled, Slovenija, 06.07.2007. - 08.07.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Nije recenziran

Ključne riječi
Public relations; Co-orientation theory; Slovenia; Croatia; Serbia

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA