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Politicians and their public relations advisors depend on the mass communication media to transmit messages dailyand communicate effectively. The development of the mass media, from traditional to new, has changed the working conditions of these professions where one inevitably affects the other. Consequently, the way of formatting information in the newshas changed, along with the way of monitoring the political developments and informs the public on political activities. Amajor role in this process, over and above the political actors, has advisers for public relations, who choose moments andevents to publicise (PR-ization). With the increasing influence of public relations to media reports, politics also changes thepicture of the media and the impact on media coverage. Similarly, the impact on the manner in which the media reportprocess, what topics will be discussed topics and what tone the given information will have. We are living in a world characterized by mediation (Mazzoleni and Schulz, 1999) of the politics and the society as a whole, because politics and publicrelations necessarily need the media to communicate with their audiences. In this regard, we can talk about PR-izationmedia as the fundamental role of public relations practitioners affect attitudes, which skillfully make careful design ofmessages and events that are not included herein are the three professions each other should one without the other does notmake sense. This paper will focus on the influence of the media on politics and on influence of the public relations as profession in the content media perception. In view of the drawn by daily public appearances of Prime Minister, Zoran Milanovi6,and as says Lali63 few politics-related phenomena have over the past twenty years engaged so many reviews by experts andscholars as the Prime Minister's rhetoric. The particular form of the political communication will be reviewed in this paper.Through the interviews and the content analysis of key moments and statements from the media, we shall try to determinehow the communication by Zoran Milanovi6 has changed with the new public relations advisor, and that the change hasaffected the public attitudes that Milanovi6 communication seen through the media-mediated reality.

Key place in this paper takes the study of political speech in the Republic of Croatia and their impact on voters, or which keywords are in political speeches and public appearances of politicians in Croatia that their voting body wants to hear. Given listed below we will define the research topic in the form of a question - is there a discrepancy in the perception of the public-political speech in Croatia, and which keywords are specific to the two main regions in Croatia and that inhabitant these regions respond. Marcus Tullius Cicero, the most important Roman orator, he used a specific associative mnemonic technique that is called "technique room". He would talk expound on keywords and conceptual terms that he needed for the desired topic and join in these make them, according to the desired order, in a very creative and unique way, the premises of the house or palace, which he knew well. Then, while holding the speech intended to pass through rooms of the house or palace and then put keywords and concepts come to mind, again according to the desired order. Given that this is a specific kind of research political speech that is relatively recent in Croatia, it should be noted that there is still, this kind of political communication is not sufficiently explored. Particularly the emphasis on the impact and use of keywords specific to the Republic of Croatia, in everyday public and political communication. The paper will be analyzed the political, campaign speeches and promises several winning candidates, and now Croatian MEPs, specific keywords related to: economics, culture, science, education and health. The analysis is based on comparison of the survey results on the representation of key words in the speeches of politicians and qualitative analysis of the speeches of politicians on key words during the election campaign.

The UK's leading professional body for public relations "Chartered Institute of Public Relations" (CIPR) said that the public relations is about reputation--they are the result of what you do, what you say and what others say about you. Furthermore CIPR says that public relations are discipline whose objectives are safeguarding reputation, establishing understanding and pot pores, and the impact on the thinking and behavior of the public. Although the primary goal of public relations is to preserve and build a reputation, to tell the truth to a customer who has hired experts in this area, it seems that in its own way of development, public relations practitioners have stopped worrying about their reputation and the perception of the discipline within the public they address. All relevant professional bodies for public relations, including the Croatian Association for Public Relation (HUOJ), had set up codes of ethics and high standards according which the members and practitioners should be evaluated. Among other things stays that practitioner of public relations is required to check the reliability and accuracy of the data prior to their distribution and nurture honesty and accountability to the public interest. It seems that right this instruction of code of ethics has been often violated. In a public speech in Croatia, and therefore in the media, exist manipulation, propaganda, and all the techniques of spin, which practitioners of public relations are skillfully using in the daily transfer of information to the users and target groups. The aim of this paper is to determine what is the perception of the profession to the public. As in today's journalism increasingly present plume of public relations, we wish to comment on the part where journalism ends and begins PR and vice versa. In this paper, we analyze and compare codes of ethics ethics associations for public relations, as well as codes of ethics journalists' associations, in order to answer the question of where the boundaries of public relations and journalism are. Where one ends and the other begins, and the extent to which these two professions touch and affect each other. Is manipulation and spin present in the media, that is the questions that we seek the answer in this paper.

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