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At a time when globalization and technological developments affect all areas of science and education, archives cannot exist as isolated institutions that exclusively support professional and scholarly work. It is imperative for modern archives, which constitute an integral component of cultural heritage, to raise awareness and disseminate knowledge about their wider importance. By extending the traditional archival activities of establishing and maintaining professional relationships with the public, and communicating information and promoting their holdings and role, a positive image of archives is developed. Expanded archival public relations (PR) (including all relevant internal and external media publications) can help to harmonize the professional objectives of the institution with social expectations including aligning priorities regarding use of archival sources with social needs. The aim of the research discussed in this paper is to determine the extent to which the State Archives in Zadar coordinate their professional outreach activities in terms of informing the public of their work through a variety of communication channels (TV, radio, newspapers, Internet) and tools of public relations (exhibitions, publications, cooperation with education), as well as the use of Internet to establish relationships between archives and users. In a second phase of the research the authors wanted to determine whether there is, on the other hand, a tendency among the archival community in Zadar for online communication technologies to have more impact than traditional media in terms of archival outreach. According to the perception of archivists in Zadar, it is being revealed that the contemporary technological platform ARHiNET, applicable in their everyday work, it not adequate to users’ demands. The authors expect efforts in the analysis of users, which means additional education of archivists, in terms of better recognisability by the public.

At a time when globalization and technological developments affect all areas of science and education, archives cannot exist as isolated institutions that exclusively support professional and scholarly work. It is imperative for modern archives, which constitute an integral component of cultural heritage, to raise awareness and disseminate knowledge about their wider importance. By extending the traditional archival activities of establishing and maintaining professional relationships with the public, and communicating information and promoting their holdings and role, a positive image of archives is developed. Expanded archival public relations (PR) (including all relevant internal and external media publications) can help to harmonize the professional objectives of the institution with social expectations including aligning priorities regarding use of archival sources with social needs. The aim of the research discussed in this paper is to determine the extent to which the State Archives in Zadar coordinate their professional outreach activities in terms of informing the public of their work through a variety of communication channels (TV, radio, newspapers, Internet) and tools of public relations (exhibitions, publications, cooperation with education), as well as the use of Internet to establish relationships between archives and users. In a second phase of the research the authors wanted to determine whether there is, on the other hand, a tendency among the archival community in Zadar for online communication technologies to have more impact than traditional media in terms of archival outreach. According to the perception of archivists in Zadar, it is being revealed that the contemporary technological platform ARHiNET, applicable in their everyday work, it not adequate to users’ demands. The authors expect efforts in the analysis of users, which means additional education of archivists, in terms of better recognisability by the public.

The subject of this paper is the analysis of journal articles on cultural and scientific events. Data for this analysis was collected from the university journal Universitas, which was a journal of the University in Split at its beginning, and afterward became a journal of the University of Split and Zagreb. This journal covers subjects from the area of science and higher education, it is published monthly and it is also being published as a special enclosure in Jutarnji list and Slobodna Dalmacija. This paper deals with this analysis because we are trying to determine the mission of the University, i.e. how is it possible to inform on events organised by the University through the journal. Conducted analysis showed that the University promotes science, culture and sports and it is not only a place where we acquire new knowledges as we usually perceive it. The paper is divided in four chapters, i.e. on theoretical and analytical part. First chapter describes the journal, as well as two universities publishing it. A brief history and goals of the University of Zagreb and then of Split are shown. Second chapter is a theoretical part on the notion of the event and its division, which is crucial for understanding of this paper. Third chapter is about the methodology. For this paper, we used the journal content analysis. Events are being divided on cultural, sports and educational. Last chapter is the analytical part showing the final data obtained through this analysis of articles on cultural and scientific events on pages of Universitas from its first until 121st issue, i.e. from 2009 to 2019.

Given the territorial proximity of Croatia and the fact that for almost 400 years it made part of the Habsburg monarchy, i.e. the Austro-Hungarian Empire, Croatia has been exposed to the significant influence of German speaking countries. Mutual contacts and interference of Croatian and German population have lasted for centuries, therefore very intense language interference occurred too as a result of historical, cultural, economic and political relations. The knowledge of German has been extremely important through the history on the area of the Military Frontier and in other parts of Croatia, while the influence and importance of German vary in dependence of the studied field. In the context of Europe, German language is still today one of the most common European languages taught all over Europe in schools and higher education institutions. At the same time, it is one of official EU languages along with English and French. German language has been taught for decades in elementary and high schools, as well as in higher education institutions in the Republic of Croatia. The aim of this paper is to analyse the presence of German as foreign language within the framework of national tourism and hospitality management study programmes. For the purposes of this paper, the questionnaire was designed and then distributed in electronic form to higher education institutions who met the criteria of questionnaire, i.e. who belong to the economic category within MOZVAG system and offering some sort of German language courses. The practical part consists of interpretation of data collected in May and June 2019 and of set hypothesis testing intended to determine the motivation for German language learning within students, as well as their perception of the taught language in different regions in the Republic of Croatia. This research resulted in determination of the student profile, their motivation, perception of the German in everyday life and in their professional life, as well as of the presence of said language in study programmes which made part of this research.

U prvom poglavlju "Ključne odrednice razvoja arhiva, oblikovanja arhivističkog identiteta i utemeljenja arhivske znanosti" autor polazi od inicijalnog problema, tj. nedovoljnog razumijevanja suvremenih arhiva, općenito isključenih iz obrazovanja ili tek poznatih nekolicini tijekom studija, uglavnom za potrebe istraživanja. Najprije daje pregled povijesnog razvoja arhiva, navodi ključne činitelje njihova oblikovanja, potom definira arhivistiku kao znanost s ishodišta brojnih paradigmi te ističe njezin suvremeni značaj u polju informacijskih i komunikacijskih znanosti. Potom spominje povijesni model obrazovanja arhivista i ciljano ga uspoređuje s povjesničarima, a posebno knjižničarima koji su okrenuti prema vlastitim korisnicima. U tom kontekstu navodi se uloga referentnog arhivista kao posrednika između istraživača i gradiva. Autor polazi od premise da je znanje koje posjeduje referentni arhivist ujedno i sredstvo arhiva, tj. intelektualni kapital. U drugom poglavlju "Redefiniranje profesionalnog identiteta s informacijskog aspekta" autor stavlja u fokus odnos arhiva prema korisnicima. Nakana mu je da arhiv postane značajnija kulturna ustanova pa se upušta u konciznije definiranje korisnika, njihovih potreba i, općenito, korištenja gradiva. Na spomenutim definicijama gradi ideju uvođenja korisničkih studija na razini reference. Pritom polazi od ustaljenih koncepata informacijskih znanosti pa njihovom operacionalizacijom pristupa sveobuhvatnom problemu jer želi da arhivska čitaonica postane prikladno mjesto gdje bi se počela graditi tradicija sustavnijeg istraživanja. Svi postupci oslanjanja na tematsko znanje i memoriju individualnog arhivista postaju manjkavi. Autor navodi potrebu dodatnog educiranja arhivista kako bi stjecali korist od razumijevanja i provođenja osnovnih tehnika istraživanja. Autor je na temelju postavljenog metodološkog okvira te usporedbe s "Pravilnikom o evidencijama korisnika arhiva" ponudio hrvatskim arhivistima preporuke za izradu triju osuvremenjenih korisničkih obrazaca. Treće poglavlje "Redefiniranje profesionalnog identiteta s komunikacijskog aspekta" se inicijalno svodi na otkrivanje teorijske rasprave o provođenju intervjua u arhivskom postavu. Referentni intervju u arhivskom postavu jest poanta međuljudske komunikacije u referentnoj transakciji. Shvaća se u smislu strateških odnosa, znakova i simbola, razmjene iskustava i postignuća ciljeva te implicira percepciju uključenih strana. Autor navodi neverbalne znakove te komunikacijske tehnike samootkrivanja i aktivnog slušanja kako bi ukazao na širi doprinos teorijskih dostignuća komunikacijskih znanosti, primjenjivih na spomenutoj relaciji. Autor uočava da o samom tijeku referentnog intervjua ne postoje zapisana praćenja pa hrvatskim arhivistima dodatno prilaže tablični obrazac kako bi ga počeli svakodnevno koristiti i bilježiti vlastiti rad s korisnicima. Četvrto poglavlje "Kreiranje teorijski vođenih arhivskih programa" polazi od teze da jezgra svakog programa usmjerenog na javnost jest komunikacijska potreba arhiva te izlazak ususret potrebama korisnika i šire javnosti. Autor se posebno fokusira na znanstvenu disciplinu odnosa s javnošću te za polazište uzima pojam odnos kako bi uputio na interakciju jednog entiteta s drugim, radi zadovoljenja uzajamnih potreba i želja. Strateške veze nastaju kada arhiv utječe na publiku ili obratno. Strategija utječe na daljnje postupke prilikom interakcije ne samo s državom već i s drugim subjektima koji se mogu pojaviti u arhivskom poslovanju. Autor smatra da je u javnom sektoru potrebno posvetiti veliku pažnju odnosima s administrativnim i političkim vlastima o kojima inače ovisi i samo postojanje informacijskih usluga, ali i odnosima s regulatornim tijelima te interesno-utjecajnim skupinama, odnosima s drugim tijelima i dionicima organizacija te konačno i odnosima s postojećim korisnicima. Istraživanje discipline odnosa s javnošću se svodi na razumijevanje kako se ljudi osjećaju i ponašaju i pritom se želi shvatiti njihove uloge u organiziranim aktivnostima te usmjeriti pozornost na njihove potrebe u kontekstu dokumentacije. Neminovno je odrediti i važnost evaluacije te evaluacijskog istraživanja koje proizlazi iz koncizno definiranih ciljeva postavljenih tijekom planiranja. Petim poglavljem "Nadogradnja profesionalnog identiteta na disciplini odnosa s javnošću" autor sumira teorijsku raspravu vezanu uz suvremeno arhivističko obrazovanje pred kojim se postavljaju novi izazovi. Ovdje nudi vlastite prijedloge uvođenja novih kolegija u aktualni sustav sveučilišnog obrazovanja: (1) Odnosi s javnošću za arhive, (2) Arhivi, PR i upravljanje događanjima, (3) Referentni arhivist i korisnici, (4) PR i projektni menadžment za arhivske ravnatelje. Poseban doprinos autora ogleda se u činjenici da je navedene kolegije izradio prema suvremenom modelu sveučilišnog obrazovanja, jer ih je ponudio s opisom izvedbe, ciljevima nastave i ishodima učenja.

The European Union is a community of countries which was conceived by the integration of several European countries more than 50 years ago. One of the EU goals is successful foreign and security politics, achieved mostly through international cooperation. International cooperation is therefore important for strengthening of the overall EU politics and for strengthening of the sense of belonging among the EU members. Erasmus+, as a programme whose aim is to enable the youth mobility, is the best example of the EU initiative for the international cooperation. In fact, Erasmus+ is being focused on exchanges and mobility that have a positive effect on quality development of the work within young people, on strengthening of the higher education quality and on the inclusion of youth in the international business sector. Except for the above, 21th century is the time where multilingualism is necessary for successful business in each sector and organisation. Therefore, army as an institution dealing with missions outside its regional areas tends to achieve quality cooperation with other countries with a goal to prepare their cadets and officers for missions in foreign countries and for communication with the administration of countries they are located in. This paper analyses study programmes of prominent EU members with which the Naval Studies in Split plans to cooperate. The author recommends introduction of Erasmus+ courses in Naval Studies programme after the comparison of the existing study programme and Erasmus+ courses on universities and academies within the EU.

Sport became a lifestyle, which influences the behaviour and the way of living of a growing number of people. The goal of this paper is to conceptualise and develop a theory about the work of contemporary sports organizations based on stakeholder management. Theoretical discourse of this paper focuses on internal and external stakeholder – influential publics and includes: communication with employees, volunteers, consumers, club members, sponsors, donors, investors and state authorities. Mentioned perspective sets public relations on a level of strategical management function, because it is able to influence the way that stakeholder – influential groups support organizational goals. Successful communication implies respecting the needs of customers with which it enters into business, representation of potential benefits or additional funding. Measuring of sports organizations' public relations effectiveness is necessary in order to determine the desirable level of business success in the public relations department.

The army existed already at the time of the early civilizations as a specific weapon mastering and weapon training system. As the time went by and the society developed, the need for an institution that would be dedicated to the training of top warriors who have undergone the physical and mental part of preparing for combat missions for the purpose of defending society also increased. Mentioned missions require good physical condition and they often take place in international areas, broader than national ones and they also require higher education at the university level. Future officers are expected to be able to understand the administration of the host county and to apply acquired knowledges to solve problem situations. The basic aim of this paper has its focus on the analysis of the scholar part of newly opened Naval Studies programme at the University of Split and on its comparison with study programmes of military and naval school and academies on master level, undergraduate level and at the level of specialisation in prominent countries of the EU. The author is focused on general programmes and then in particular on courses in communicational sciences, where he discovers that Germany, Belgium, France and Greece have a programme or parts of a programme based on courses in communicational sciences. Obtained results are then compared with NATO PAO (Public Affairs Officer) programme for education which provides the insight in specific areas of public relations: media relations, internal communication with planning and management and community relations. Based on the unified information on mentioned EU members and NATO programmes, the author implements his proposals for the introduction of new courses at the newly opened Naval programme at the University of Split.

The paper presents the topic which has been treated by many researches and which speaks in favour of finding technological solutions for the processing and verification of the relevance of the abundant data set. The goal is to obtain relevant information which can be used not only for inputs to agencies in charge of resolving the crisis but also for the creation of "collective intelligence" which can enable, faster than any media used by crisis management, the affected to get the key and verified information and help them in making right decisions. Some of the platforms which assesses their usefulness and mentions other positive examples of the social media use by government institutions, a local government and world public service.

France. Cote d’Azur. Versailles. Paris. For decades all of those have been the crème de la crème when it came to top global tourism destinations to visit. However, in recent years with many unexpected terrorist attacks and threats, this high end status is quickly fading away. After Islamic bombings, the industry has lost more than €750 million and counting as continuous threats seem to strike over and over again. Frédéric Valletoux, head of the Comité Régional du Tourisme Paris Île-de-France stated “It’s time to realize that the tourism sector is going through an industrial disaster. This is no longer the time for communication campaigns but to set up a relief plan”. That statement speaks volumes as it reinforces the notion that French tourism is going through a rough patch and that there needs to be a set strategic plan for maximum safety including strong a communication strategy geared towards the audiences. Audiences being citizens, tourists but also much broader public as this terrorist phenomenon has become of global concern. The authors will give an insight into how the head institutions of French tourism and mainstream French media are handling crisis communication. The role of both is of crucial relevance as they can be seen as important public opinion holders. It is up to those authorities to pick up the pieces and guard the image of France as a safe tourist destination. Additionally, the authors will examine possible threats that stand in the way of the previously mentioned institutions as they try to establish and preserve credible and timely communication with the general public.

Stvaranje profesionalne prepoznatljivosti i očekivanje društvene prihvaćenosti te javni zagovor predstavljaju hrvatskim arhivistima golem izazov. Potreba proširenja arhivističke profesije – koja se bavi prikupljanjem, pohranjivanjem i čuvanjem gradiva te davanjem istog na uporabu – cilja na reorganizaciju poslovanja i funkciju promoviranja javnih programa. Javni programi arhiva integriraju se u postojeći program menadžmenta koji, pored navedenih stavki, uvode i planiranje temeljeno na percepciji javnosti, na osviještenosti o arhivima, na načinima kako javnost gleda na arhiv te kako arhivi mogu biti interpretirani u javnosti. Knjiga je podijeljena u dva dijela. Prvi dio je usredotočen na odnose s javnošću, tj. komunikacijski menadžment arhivskog poslovanja, gdje bi arhiv – dosljednijim definiranjem sebe i pomnim planiranjem komuniciranja – mogao prepoznavati društvene potrebe i probleme. Želi se ukazati potreba otvaranja hrvatskih arhiva prema društvu, kako bi povećali svijest javnosti o svojim aktivnostima i potporu u svim svojim aspektima, posebice u području oskudijevanja ljudskih resursa te u području savjetovanja za financijskom potporom. Planirani ciljevi i aktivnosti, prikupljanje sredstava za rad i poticanje volontera na uključivanje postaju ostvariviji uz izgradnju pozitivnog mišljenja javnosti. Potporom učinkovitih i promišljenih savjetničkih odnosa s javnošću arhivi mogu postići vidljivost i prepoznatljivost ako se okrenu strateškom komuniciranju i neplansko izbace iz prakse. Drugi dio knjige se usredotočuje na sam pojam menadžmenta događanja. Ovdje se iznose temeljni koncepti, teorije i strategije planiranja događanja, njihove provedbe te vrjednovanja. Hrvatskim arhivistima se nude određene sugestije i pružaju nove mogućnosti, primjenjive prema već uhodanim inozemnim iskustvima. Pritom se vodi računa o provedbi i dizajnu programa za već postojeće korisnike, ali i plan komunikacijskog programa usmjerenog na javnost. Programi se razvrstavaju na: manja predavanja, razglede posjetitelja, arhivske seminare i radionice, na javne nastupe, znanstvene konferencije, na programske projekte arhivskih izložbi i obljetnica. U završnom poglavlju knjige pristupa se analizi upravljanja organiziranih događanja hrvatskih državnih arhiva. Polazi se od definiranja problema istraživanja, određivanja ciljeva, determiniranja ključnoga istraživačkog pitanja te provedbi istraživanja u dvije faze: uspostavom kontakata i pokusnim razgovorima s pojedinim arhivima te drugom: planiranjem, izradom i slanjem elektroničkog upitnika. Dobiveni rezultati itekako mogu poslužiti kao preporuka hrvatskim arhivima u smislu unapređenja poslovanja i učinkovitijeg menadžmenta vlastitih događanja.

Based on perceived practices in developed countries of the world, this paper deals with the theory of the mobile applications implementation in local self-government. The development of corresponding mobile applications reduces ICT expenses and the expenses of contacts with clients. The share of resources among the bodies of local self- government is facilitated and services offered to local community are modified. By providing self-service applications to their users, local self-government responds to their needs and demands while creating a platform on which other public services, profit and non-profit organisations can be upgraded with the goal of providing their services to everyone who needs them. This paper provides an explanation of most frequently used types of applications and it examines the use of mobile applications in bigger Croatian local governments.

Univerzalna ljudska potreba jest spajanje s ljudima i vremenom kroz memoriju. Simbolički aspekti uspostave i funkcioniranja muzeja traže ulazak u muzej, potrebu da ga vidimo, čujemo i gotovo dodirnemo da bismo došli u neko daleko mjesto ili događaj. Muzeji tako pronalaze razne oblike komunikacije da bi uspostavili kontakt s javnošću i skrenuli pozornost na vrijednost pohranjenih muzealija. Uspješnost pojedinih oblika komunikacije očituje se suradnjom muzeja i komunikacijskih medija te komunikacijom između muzeja i raznih javnosti. Muzej mora misliti o sebi ne samo kao o proizvoditelju usluga, već kao o nekom tko lobira kod posjetitelja ili korisnika, i to tako što će raditi stvari koje će privući ljude da intenziviraju s njim suradnju, uvjeravajući ih u vlastitu esencijalnu važnost. Primjenom koncepata teorija i modela odnosa s javnostima, današnji muzej ide prema dosljednijem definiranju vlastitih ciljeva, komuniciranju s više svježine te vlastite specifičnosti putem dobrih komunikacijskih programa, publiciteta, oglašavanja, organiziranja javnih programa te iskaza relevantnosti u suvremenom životu. U tom kontekstu, odnosi muzeja s javnostima su sinonim za znanstveno vođeni dio rješavanja problema i proces promjena u muzeju. Proces upravljanja institucijom polazi od definiranja problema u odnosima s javnostima muzeja – metodologijom korištenog istraživanja i analiza relevantnih podataka ; strateškog planiranja i programiranja ; poduzimanja akcije i komuniciranja, tj. strategija oblikovanja poruka (provedba) te procjene programa, tj. mjerljivosti dobivenih rezultata. Profesionalni orijentir muzejskoga stručnjaka zahtijeva nadopunu novim znanjima u komunikacijskim tehnikama, menadžmentu, strateškom planiranju, pregovaranju, motivaciji, marketingu, odnosima s javnošću, korištenju moći i drugim vještinama.

Temeljni zadatak knjige jest promijeniti percepciju tradicionalnog načina shvaćanja arhiva, usmjerenog na zatvorenu komunikaciju i pridonijeti promjenama dosadašnjeg arhivskog shvaćanja svoje uže korisničke klijentele na širi pojam javnosti i interesno-utjecajnih skupina. Prepoznavanje određenih pojedinaca i društvenih skupina s kojima arhiv može stvarati uzajamno korisne odnose zahtjeva jedan novi i drugačiji pogled. Upoznavanje medija kao promotivnih kanala, ali prvenstveno kao interesno utjecajnih skupina podrazumijeva dobro razumijevanje novinarstva kao profesije te njihove društvene uloge. Planiranje odnosa arhiva, kao javnih institucija, s medijima jest društvena obveza, nova filozofija i način arhivistova rada. Rad s medijima, kao djelatnost odnosa s javnošću ima u vidu pomno planiranje i vrednovanje uspješnosti obzirom na ostvarene ciljeve. Nužno je pomoći arhivistima da fokus pažnje preusmjere s istraživanja gradiva na novo istraživanje: i medija i javnosti, da se uživljavaju u nove uloge i pristupe rješavanju problema svoje društvene (i) relevantnosti. Teorija i praksa odnosa s medijima pruža arhivistima, budućim praktičarima odnosa s javnošću, temeljno sredstvo kojima se povezuje istraživanje medija i praksa odnosa s medijima. Knjiga je na poseban način namijenjena studentima informacijskih i komunikacijskih znanosti, ali i njihovim profesorima. Komunikacijski postulati novinarstva, medija i odnosa s javnošću otvaraju informacijskoj podlozi arhivistike sasvim nove perspektive.

Croatian archives have stayed out of the spotlight for the most part, opting to use government subsidies as a crutch to help them go about their business without paying much attention to economic realities. As a terrifying result, archive repositories are fraught with data and records that have not been properly sorted out and made available for public use yet. To make things worse, few citizens feel like paying the local archives a visit as they are not sure what value they might get for their time. This paper deals with a twofold approach (legislation and education) to getting archives management up to date with modern practice and also reveals why Croatian archives have been slow to change, unable to cope with their biggest setbacks. Empirical data suggest managers are ill-equipped to run a volunteer management programme, let alone carry out basic PR activities to let taxpayers know for what services they are funding the archives. According to survey results, managers would very much like to be taught how to make their tenure more successful. The paper is also ground breaking in that no other research has been done before on Croatian archives being in tune with the modern practice of volunteer management., Hrvatski su arhivi većinom ostali izvan pozornosti, odlučivši se koristiti državnim subvencijama kao štakom koja im pomaže da rade svoj posao ne obraćajući puno pozornosti na gospodarsku stvarnost. Kao zastrašujući rezultat, arhivska spremišta su krcata podacima i zapisima koji još nisu pravilno razvrstani i dostupni javnosti. Da stvari budu još gore, malo je građana koji žele posjetiti lokalni arhiv jer nisu sigurni koju vrijednost bi mogli dobiti za svoje vrijeme. Ovaj se rad bavi dvojakim pristupom (zakonodavstvom i obrazovanjem) približavanju arhivskog menadžmenta suvremenoj praksi te otkriva zašto se hrvatski arhivi sporo mijenjaju, ne mogu se nositi s najvećim zastojima. Empirijski podaci pokazuju da su upravitelji loše opremljeni za vođenje programa volonterskog upravljanja, a kamoli za obavljanje osnovnih PR aktivnosti kako bi porezni obveznici znali za koje usluge financiraju arhive. Prema rezultatima istraživanja, menadžeri bi jako voljeli da ih se podučava kako svoj mandat učiniti uspješnijim. Rad je temeljan i po tome što dosad nije provedeno nikakvo drugo istraživanje o usklađenosti hrvatskih arhiva sa suvremenom praksom volonterskog upravljanja.

The subject of this research is the ethical dimension of the print media. In an effort to attract as many readers, editors of daily newspapers often use any means available. We are witnessing the phenomenon of sensationalism, distortion, manipulation. Such deviations in journalism distort perception and leave no space for critical and independent judgment of the surrounding society. The main aim of the research is to determine the ethical controversies on the front pages of the most read daily newspapers – Večernji list, Jutarnji list and 24sata. 1053 headlines from the mentioned newspapers were analyzed using both qualitative and quantitative analysis. The survey included the following categories: false reporting, unbalanced reporting, unbiased reporting, absence of social responsibility of the media, manipulation of the readers, news selection, violation of rights to privacy, violation of the criteria of decency, obscenity and bad taste. The research results confirmed that the analyzed newspaper covers violate ethical and professional principles of journalism. Slightly more than 5% of the headlines published on the front pages of all these newspapers contained information whose truthfulness was questionable. Most biased headlines were published by 24sata. The same newspaper published most irrelevant and useless information. Bad news prevailed in more than 50% headlines of the analyzed newspapers. Most headlines which violate the right to privacy, as well as the headlines that do not comply with the criteria of good taste and decency were published by 24sata. The survey shows that there are significant differences in the quantity, type and severity of ethical controversy between Jutarnji list, Večernji list and 24 sata. DOI: 10.5901/mjss.2015.v6n4s2p141

Genealogical researches associated with the Croatian archival institutions have not previously been systematically conducted neither at regional nor national level. However, more recent American researches conducted by interviewing genealogists talk about a very important group of users seeking for information from archival material and records. Based on these researches we perceive the most common user obstacles and problems they are facing during the search. Based on the available documentation in Croatian State Archives in Zadar and through questionnaires, the author has obtained the feedback from its users and the information on genealogists' habits (within the population of students and professors of the Croatian city of Zadar, and, with the second questionnaire, within the other natural or legal persons who use records). On the basis of questionnaires and insight into quantitative information on users and material, and with complementary qualitative research approaches (interviews of the American researchers with genealogists), the author came across the deeper insight on customers of the Croatian State Archives in Zadar in general, and on genealogists, in particular. The author thereby raises some key aspects in determining the users' behaviour when searching for information. In fact, the research has established the identity of the users and resulted in findings on: the uses of archives and records, ways in which users make contact with the archives, the research purposes (of genealogists in particular), the sources of reliance of genealogical users prior to visiting the archives and on the assessment which is determined by personal priority for genealogy research (1 for unimportant to 5 for extremely important). The results obtained may be considered by the archivists in Zadar, who might also intensify its own conduct of users’ research within its users and to connect the storage of information resources with the needs of the users.

The paper presents the topic which has been treated by many researches and which speaks in favour of finding technological solutions for the processing and verification of the relevance of the abundant data set. The goal is to obtain relevant information which can be used not only for inputs to agencies in charge of resolving the crisis but also for the creation of "collective intelligence" which can enable, faster than any media used by crisis management, the affected to get the key and verified information and help them in making right decisions. Some of the platforms which assesses their usefulness and mentions other positive examples of the social media use by government institutions, a local government and world public service.

Zbirke fotografija važan su dio arhivskog gradiva, a njihova vrijednost i moć nisu još sasvim prepoznate u odnosima arhiva s javnošću. Pažljivim i planiranim korištenjem fotografija arhivi i druge baštinske institucije pri¬vlače brojne posjetitelje i korisnike. Isto tako, kulturne ustanove današnjice često se susreću s nedostatkom financijskih sredstava, a njihovo prikuplja¬nje putem volontiranja ili doniranja, sve do određenih zaklada, nerijetko se stavlja među prioritete. U ovom radu bit će riječi o komuniciranju između arhiva i njihovih korisnika. Autor polazi od konceptualnog utemeljenja pojma i teorije odnosa s javnošću te ga stavlja u relacije unutar integriranih marketinških komunikacija te navedeno razvija i za zbirke fotografija opi¬suje načine korištenja fotografija u radu i promociji arhiva. Također navodi i internet kao važan aspekt u komunikaciji između arhivske ustanove i njezinih korisnika. Na primjeru američkog Državnog arhiva autor ukazuje na zavidnu razinu razvoja i uvođenja digitalizacije te na temelju brojnih projekata, a koji uključuju fotografije, dolazi do zaključka da su američki arhivisti spoznali moć fotografija i fotografskih zbirki u približavanju svo¬jim korisnicima.

The contemporary modes of communication open up new possibilities of promoting archive material and observing the renewed role of the archive. In this sense, the question is, what kind and amount of information the archive community forms and realizes through the transformation of historical development of archive as a institutional cultural area (Pavelin & Pletikosić, 2013) The aim of this research was to determine the habits of online access usage among Croatian students and professors with the purpose of searching the archive sources, and to analyze the differences in the proportions between the defined subsamples. The sample of examinees was represented by 129 students and professors of the European and Croatian university city of Zadar, of which 97 were male (48.84%) and 82 female (51.16%). The examinees were public representatives who use the archive material with the purpose of education and information. The research was conducted during year 2012 via anonymous questionnaire. The proportion difference analysis determined significant difference between the Croatian students and professors, with the purpose of using the online access to archive sources.

Univerzalna ljudska potreba jest spajanje s ljudima i vremenom kroz memoriju. Simbolički aspekti uspostave i funkcioniranja muzeja traže ulazak u muzej, potrebu da ga vidimo, čujemo i gotovo dodirnemo da bismo došli u neko daleko mjesto ili događaj. Muzeji tako pronalaze razne oblike komunikacije da bi uspostavili kontakt s javnošću i skrenuli pozornost na vrijednost pohranjenih muzealija. Uspješnost pojedinih oblika komunikacije očituje se suradnjom muzeja i komunikacijskih medija te komunikacijom između muzeja i raznih javnosti. Muzej mora misliti o sebi ne samo kao o proizvoditelju usluga, već kao o nekom tko lobira kod posjetitelja ili korisnika, i to tako što će raditi stvari koje će privući ljude da intenziviraju s njim suradnju, uvjeravajući ih u vlastitu esencijalnu važnost. Primjenom koncepata teorija i modela odnosa s javnostima, današnji muzej ide prema dosljednijem definiranju vlastitih ciljeva, komuniciranju s više svježine te vlastite specifičnosti putem dobrih komunikacijskih programa, publiciteta, oglašavanja, organiziranja javnih programa te iskaza relevantnosti u suvremenom životu. U tom kontekstu, odnosi muzeja s javnostima su sinonim za znanstveno vođeni dio rješavanja problema i proces promjena u muzeju. Proces upravljanja institucijom polazi od definiranja problema u odnosima s javnostima muzeja – metodologijom korištenog istraživanja i analiza relevantnih podataka ; strateškog planiranja i programiranja ; poduzimanja akcije i komuniciranja, tj. strategija oblikovanja poruka (provedba) te procjene programa, tj. mjerljivosti dobivenih rezultata. Profesionalni orijentir muzejskoga stručnjaka zahtijeva nadopunu novim znanjima u komunikacijskim tehnikama, menadžmentu, strateškom planiranju, pregovaranju, motivaciji, marketingu, odnosima s javnošću, korištenju moći i drugim vještinama.

Kako bi bili relevantni u društvu, arhivisti trebaju promovirati zbirke i gradivo koje se čuva u arhivima. Organizacijom javnih programa arhivi ostvaruju interakciju s korisnicima i javnošću te stvaraju imidž ustanove. Rad se bavi ulogom javnih programa u procesu modernizacije arhivističke prakse. Cilj je rada utvrditi dostupnost i kvalitetu informacija o događajima u organizaciji hrvatskih državnih arhiva na web-stranicama. Javni programi mobiliziraju dva važna elementa arhivističke prakse: arhivsko gradivo i korisnike i kao takvi postaju idealno sredstvo za ostvarivanje odnosa s javnošću. U Hrvatskoj se arhivisti još uvijek pitaju trebaju li arhivima odnosi s javnošću ili ne, dok su u američkim i europskim arhivima ti odnosi integrirani u osnovne arhivske funkcije. Na temelju literature o javnim programima i upravljanju događajima u ovom su radu identificirane ključne komponente potrebne za planiranje i implementaciju uspješnih javnih programa: izvor financiranja, usklađenost s godišnjim planom rada, jasni ciljevi programa, definirana ciljana publika, suradnja i potpora lokalne zajednice i evaluacija rezultata.

The purpose of the workshop is to sensitize the participants of the conference on the need for opening the archive to the public, in a way that the institution cooperates with the media, pointing to his own mission and goals, that is, what the archive does and what is its importance for society as a whole (is it only the preservation of records and/ or their use). Archives are informing the public about their importance through the media, for example, sending press releases, news or feature stories about the exhibitions, anniversary celebration, the valuable information resource, the organization of educational programs (for primary and secondary schools and universities), donations, or by creating their good promotional materials (posters, slogans, flyers, catalogues, brochures). Practical mission of workshop is to adopt good writing skills for composition of news, reports, coverage, respecting the characteristics of individual media – print, radio, TV, Internet, and creating our own media archives inside archives. The participants will select a subject matter that will be placed in the media according to the priorities of their institution. Within the scheduled time limit, the examples of good practice will be presented to the participants in terms of successful archival cooperation with the media. The objectives of the workshop, working material, the bibliography and contacts of the organizing team of the workshop will be distributed to the participants by e-mail.

At a time when globalization and technological developments affect all areas of research and education, archives cannot exist as isolated institutions, exclusively dedicated to the professional and research activities of a few people. Most members of the population do not come into contact with primary sources such as those that archives contain during their lifetimes, because of a lack of awareness and even less understanding of archives. The key role of archives, therefore, should be raising awareness and spreading knowledge about the importance of archives to cultural heritage, and the richness of archival material and its significance to society. By expansion of archival activities such as systematic outreach, and the establishment and maintenance of relationship with the public, a more positive image of archives is being developed. Some of the ways in which archives can accomplish the role of informing the public about the goals, problems, and outcomes of their work include developing ongoing relationships with the public, and especially by working closely with journalists, editors, and representatives of the administration, by collaborating with other institutions, organizing press conferences, and by reaching out to donors. The most effective communication mechanisms should be both informative and persuasive. Public relations (PR) should include all relevant internal (e.g., intranet, meetings and bulletin boards) and external publications media in an attempt to create consistency between organizational goals and social expectations. This is usually achieved by aligning user priorities for materials and their social needs with the archives' goals, by maintaining relationships with he press and digital media (e.g., radio. TV, Internet) or by sending press releases and news for media when organizing public programs, exhibitions, performances in the media ; and ultimately, in wise planning of websites for the archives.

Suvremena funkcija arhivske ustanove utemeljena je na povijesnom razvoju i utjecaju moderne informacijsko-komunikacijske tehnologije te značaju arhivskoga gradiva u društvenom i kulturnom životu. Informacijski potencijal gradiva promatran u upravnoj, kulturološkoj i znanstvenoj funkciji očituje promijenjenu ulogu arhiva u komunikaciji s korisnicima. Generiranjem slike povijesnog razvoja arhiva uviđaju se promjene do kojih se dolazi usporedbom sadašnjeg stanja s prijašnjima. Arhiv je izrastao iz različitih političkih entiteta, uspostavljao je veze s vlastitim okružjem te je u danim okolnostima oblikovao vlastiti komunikacijski okvir. U kontekstu općeg kulturno povijesnog pristupa antičkim arhivima i promatranja uloge arhiva tijekom povijesti prikazan je povijesni hod zadarskog arhiva od njegovih najranijih začetaka, tj. njegov položaj u okružju komunalnih općina na obali istočnog Jadrana te najraniji motivi uporaba gradiva u tom vremenu. Nadalje, temeljem provedene analize urudžbenih zapisnika, manuskripta, izvorno u talijanskoj inačici, dobiva se uvid u identitet i svrhe korisničke uporabe zadarskog arhiva u prvoj polovini 19. stoljeća. Tijekom druge polovine 19. stoljeća arhivsko gradivo počinju intenzivnije rabiti eminentni hrvatski povjesničari i tako zadarski arhiv poprima sve više nacionalnu i preporodnu ulogu. To su primjeri koji pokazuju kako je odmah na početku uz kustodijalnu ulogu bila nazočna i ona komunikacijska, poglavito poslije Drugog svjetskog rata kada arhiv sve više dolazi do izražaja u sredstvima javnog priopćavanja, te postaje aktivan subjekt društvenog zbivanja u regiji, čuvajući svoje gradivo, ali i promovirajući njegovu vrijednost. Temeljem analiza knjiga i evidencija o uporabi arhivskog gradiva od 1970. do 2010. došlo se do uvida o identitetu korisnika te je sukladno očekivanjima suvremenih teorijskih dostignuća i promatranja nove uloge arhiva u socio-kulturnoj sferi, testirana korisnička preferencija 21. stoljeća. Iz provedenih istraživanja prikupljenih upitnikom došlo se do zaključka da državni arhiv u Zadru vidi svoju kulturnu misiju u kontinuitetu prošlosti, ali i da nema još jasnu viziju kako u lokalnoj zajednici razviti veću prepoznatljivost, posebno suradnjom sa Sveučilištem u Zadru. Dostupnost gradiva i komunikacija stavlja pred današnji arhiv imperative uključivanja u suvremene komunikacijske tijekove.

The aim of this study is the evaluation of web sites of three biggest sanctums in northern Croatia and presenting travel agencies which are specialised in selling pilgrimage packages. People used to go on pilgrimages as individuals, but today we can see that during big fests there are thousands of pilgrims. The research will also cover the analysis of tour packages offered by travel agencies specialised in pilgrimage tourism, as well as web analysis of biggest sanctums in the North of Croatia. The text will be divided into three chapters discussing pilgrimages in northern Croatia, in the second chapter there will be mention of possibilities of presentation of pilgrimage tourism in Northern Croatia. The third part of this study will include web analysis of the biggest sanctums like Marija Bistrica, Trški vrh and Ludbreg. Pilgrimage as a type of tourism has an important role in touristic offer of Croatia. Taking that into account, Croatia can start working parallely with hotel industry and restaurants. Croatia also has an opportunity, along with Slovenia to make an International pilgrimage path.

The aim of this paper was to present the current status and characteristics of the Croatian archive websites . The paper describes the connection, similarities and differences between archives and the Internet as a media , whereby their similarity in terms of organization and presentation of information was indicated . Internet as a medium has its own laws and therefore preferences of users must be taken into account when creating websites. This is especially important for archives as institutions, because they present a national heritage through the Internet . The second part is a practical research of the characteristics of Croatian archive websites . Throughout three phases of website analysis it can be seen that Croatian archive websites are satisfactory designed , but have many shortcomings. The SWOT analysis shows how to improve a site, which also includes advantages and disadvantages , as well as opportunities and threats of Croatian archive websites.

Od najranijih komunikatora zavičajne baštine imena izriču sakupljači i čuvatelji, koji svoj smisao pronalaze u smislu mijene ljudi i prirode, generacija i tehnologije, sumirajući ostvareno i neostvareno, izgrađeno i zubom vremena okrnjeno. Arhivsko gradivo kao izvor informacija i svjedočanstava o povijesnom i kulturnom identitetu postaje kulturno dobro i spomenik kulture, a u funkciji uporabe općih kulturnih potreba i prosvjetni potreba. Prepoznavanjem i vrjednovanjem zabilježene pisane baštine, akumulirane u bogatom arhivskom gradivu želi se ukazati na važnost komunikacije kulturnog naslijeđa. Bogatstvo gradiva je različito, a struktura korisnika sve raznovrsnija. Neophodna je sustavna edukacija potencijalnih korisnika, učlanjenih primjerice u knjižnicama već od nižih razreda osnovne škole. Interes edukacije za konzumacijom knjižnica i muzeja danas je još uvijek prevladavajući. Vođenje djeteta i učenika u arhive, a time i ukazivanje na njegovu prirodu i značaj ostaje u ingerenciji učitelja i provoditelja programa institucija koje obrazuju dijete u najranijoj dobi. Boraveći u arhivu tijekom studiranja, pripremajući seminare i ispite, budući odgojitelji i učitelji pronalaze informacije za svoja istraživanja, upoznajući se pritom sve više s radom arhiva. Fokusiranjem pažnje na potencijalne korisnike arhiva, buduće edukatore vrtića i škola, želi se aktualizirati kulturalni fenomen arhiva i arhivskog gradiva kao podloga didaktičko-metodičkom oblikovanju kulturne baštine koja bi bila u funkciji estetskog doživljaja te izričaja i komunikacijski razumljivom obliku i sadržaju. S druge strane, nameće se potreba angažiranijeg otvaranja arhiva prema svome okruženju, uvećavanjem vidljivosti u javnosti kroz povećanu uporabu gradiva, a time i iskazom vlastite relevantnosti.

Medijski potpomognuto unaprjeđenje lokalne turističke ponude neminovno je u suvremenom turistički orijentiranom okruženju. Turističku ponudu kreiraju sudionici na turističkom tržištu. Njihovo umrežavanje i dopunjavanje ključni je preduvjet razvoja turističke destinacije po mjeri suvremenog čovjeka i turista. Problem s kojim se hrvatski otočni i dužobalno disperzirani turistički lokaliteti suočavaju, otkako je ljetni i odmorišni turizam stigao na naše prostore, jest kratkotrajnost turističke sezone. Nedovoljna iskorištenost kapaciteta i infrastrukture tijekom kalendarske godine te nerentabilnost kapitala izvan ljetne sezone, poticaj je i ključni motiv odlaska mladih ljudi prema većim centrima i gradovima, bilo radi školovanja ili zaposlenja. Ponuda sadržaja u turističkim mjestima, poglavito na otocima, orijentirana je sezonskom turizmu, a malo ili uopće potrebama lokalnog stanovništva. Kvalitetna turistička ponuda može se postići neposrednim uključivanje lokalnog stanovništva u kreiranje proizvoda i usluga namijenjenim lokalnoj i turističkoj potrošnji. Očuvanje resursa, međutim, uključuje i očuvanje ljudskih potencijala na otocima i u turističkim mjestima. Da bi se cilj postigao, potrebno je problem definirati i javno ga komunicirati te pronaći modele i tehnike kojima bi se unaprijedio život lokalne zajednice na otocima i turističkim mjestima, uz istovremeno podizanje svijesti o važnosti uključivanja lokalnih stanovnika u pronalaženju modela i tehnika unaprjeđenja života i rada po mjeri lokalnih običaja i tradicije. Konvencionalni mediji te informacijsko komunikacijska tehnologija tek su platforma koja može podržati sadržaje ciljane na promjenu stavova javnosti, te od pasivnog i apatičnog očekivanja eventualnih promjena, pobuditi ka proaktivnom djelovanju. U ovom slučaju ciljna javnost je lokalna javnost turističkih mjesta, a svrha je potaknuti dvosmjernu komunikaciju, odnosno prosljeđivanje informacija lokalnom stanovništvu od važnosti za planiranje i kreiranje te promicanje vlastitog doprinosa održivom razvoju turističkog odredišta.

Suvremena znanost poprima obilježja društvene relevantnosti, stvaranju društva znanja (suradnjom s gospodarskim sektorom, sveučilištima i vladom), pridonosi razvoju kulture, usmjerava se na javnost promocijom vlastite uloge, ali i gradiva koje zadovoljava potrebe znanstvenog tržišta (znanstveni marketing i odnosi s javnošću). izbori projekata, metoda, i praktičara bilo koje znanosti, te njeni obrazovni kriteriji, standardi prihvaćenosti, te razlozi isključivanja i neuspjeha jesu odraz trenutnih potreba i interesa te dubljih društvenih, spolnih, lingvističkih, ideoloških, političkih, ekonomskih i emocionalnih uzoraka i borbe za moći. Pred arhiviste se postavlja zadatak redefinirati svoj profesionalni identitet i ulogu u društvu. Nakon toga moraju razviti jasnu stratešku viziju za poboljšanje usluga i odgovornosti prema korisnicima. Spomenute promjene zasigurno iziskuju nove vještine i znanja.

Otok Hvar obiluje, za javnost ne tako frekventno obznanjivanim, izvornim podacima i informacijama o razvojnim fazama i pojavnim oblicima komuniciranja na društvenoj i gospodarskoj razini. Upravo ova činjenica ukazuje da je na otoku Hvaru od davnina postojala težnja za postizanjem ravnoteže, što se pokazalo ključnim elementom opstanka života na otoku. Razni su autori bilježili riječju, slikom, umjetničkim izražajem i rukotvorinom, a u novije vrijeme i digitalnim nositeljima zvuka, riječi i slike, percepcijsku mijenu komunikacijske povezanosti svih razina društvenog i gospodarskog izričaja. Aktualizacija ovih fenomena prostorno zasebne otočne zajednice i njene interakcije s okruženjem u društvenom i gospodarskom smislu, elementi su brojnih teorijskih i praktičnih izričaja domicilnog stanovnika i zajednice, ali i promatrača koji su (bi) svoj osobni doživljaj predočili ili izrekli u komunikacijski razumljivom obliku i sadržaju. Ne treba izostaviti i znanstvene pristupe, istraživanja, klasifikacije i definicije proizišle iz povijesnog naslijeđa komunikacijskih oblika društvenih i gospodarskih kretanja na otoku Hvaru. Imena najranijih komunikatora hvarske baštine nisu poznata, ali se izriču kroz suvremenike, sakupljače i čuvatelje, koji svoj smisao pronalaze u smislu mijene ljudi i prirode, generacija i tehnologije, sumirajući ostvareno i neostvareno, posjedovano i izgubljeno, izgrađeno i zubom vremena okrnjeno. Upravo komunikacija o prošlosti i budućnosti otoka Hvara, njegovu sadašnjost pretače u realnost u kojoj se komunikacijom povezuju vremenska i prostorna dimenzija u specifičnu cjelinu suvremenog okruženja.

U radu je prezentiran odnos elektronskih medija prema problemu ovisnosti o drogama među mlađom populacijom te je temeljem ankete utvrđeno kako mediji sudjeluju u prevenciji ovisnosti. Glavnina rada je usredotočena na Internet, novi medij koji je popularan među mladima, te možda u većoj mjeri od ostalih utječe na formiranje stavova prema drogama. Krenulo se od pitanja koliko su preventivni sadržaju zastupljeni na Internetu, te koliko i što adolescenti mogu o drogama saznati na Internet portalima- u radu se navodi niz portala koji na slične načine govore o drogama: www.zdravlje.hr, www.zdravlje.com/droga, www.droge.hr, www.moravek.net/ovisnost/droge-003. Navedene stranice iscrpno, ali uglavnom s medicinskog stajališta daju detaljne informacije o drogama, iznose posljedice, kazuju o zabludama o drogi, daju savjete kako odbaciti drugo te na koncu navode adrese terapijskih zajednica i centara ovisnosti. Neke stranice nude i poveznice na strane portale sličnog sadržaja, primjerice američki National Institute od Drug Abuse. Stranice Plavog telefona o drogama govore na drugačiji način, te uz osnovne informacije o pojedinim drogama nude i radionice s djecom i adolescentima. U posebnu grupu mogu se izdvojiti i stranice s religioznim predznakom www.step.hr (Studentski evanđeoski pokret) i www.zivot- mladih.hr/ovisnost1/glavni .html koje uglavnom donose ispovijesti bivših ovisnika koje se koriste kao osnova za moralnu pouku i odvraćanje od droge. Zabrinjavajući je malen broj članaka u on-line magazinima i portalima za mlade (teen.revije.ht ; www.tportal.hr/teen/indeks.html) koji se uglavnom usredotočuju na život slavnih, modu, ljepotu, ljubav i seksualnost. Zaključno se može utvrditi da je mnogo hrvatskih mrežnih stranica posvećeno problemima droge i ovisnosti, ali je malo njih, usprkos svojoj temeljitosti i iscrpnosti, primjereno adolescentskom uzrastu. Stoga ne začuđuju rezultati ankete provedene u dvije srednje škole na otoku Hvaru (N= 249) da većina tih portala ostaje izvan domašaja adolescenata. Potrebno je raditi na popularizaciji tih informacija, a upravo je Internet medij pogodan za približavanje mladima.

Expansion of science and technology and insisting on human power (in all spheres of life and society, from economy to politics) in connection with it, did not cause only radical changes in the nature, it has become an appeal for changes in human consciousness, our fundamental attitude towards the world, future and our own responsibility. Indicator of ecological crisis also reflects poor state of human relations ; present human primitivism, individual and collective egoism. Perception of overcoming the crisis is imagined through hollistic vision of reality, thus becoming a challenge for theology, philosophy, ethics and politics. Human focus on transcedence i.e. absolute is conditioned by our communicative and dialogical dimension. Human ecology finds the human role unique - a man as a creature responsible towards the absolute, himself, family and all the living. In other words, global eco - ethics is necessary because it suggests unity of human with all the existence in real solidarity of both origin and destiny.

Pučka je pasionska baština egzistirala i zajedno s liturgijom rimske crkve prenijela i predala sebe svojim sljedbenicima kao dio kulture. Svojim je komuniciranjem preko znakova i simbola postala sredstvo ljudskog i religioznog izražavanja. Pučka pasionska baština otoka Hvara i danas živi u svojem autentičnom povijesnom obliku što je rijedak fenomen. Kultura se u cjelini i posebnostima mladim pokoljenjima prenosi i posreduje putem izobrazbe i odgoja kao svojim integralnim dijelom, a time svojim ogledalom i pokazateljem svoje vrijednosti i specifičnosti.

Preschool age is the crucial period of human development. The development at that age determines the extent of the whole development at mature age and therefore the influence of the environment on the child and the activities the child is involved in at that age are of crucial importance. The new document, A Conception of the Preschool Education Development, the basis of which is a scientific and a humanistic approach, focuses on the fact that each child has the right to development which is in keeping with their own individual potential and abilities. Taken into consideration the peculiarity of the preschool child, the role of the educator is determing. The educator must be trained continually. New artistic techniques have been introduced since it has been noticed that by using traditional technology the child's artistic expression was rather poor, and their works were done in rigid predictable patterns. The change in the approach to the child's artistic expression, among other things, consist in the new approach to the way things are done and in the introduction of new tools and materials to be used in their work. The result of such an approach is a big shift in the child's emotional experience as well as in the quality of the child's artistic expression.

Industrija brze hrane već je dugi niz godina povezana s temom zdravlja, ali i narušavanjem okoliša. Stoga je McDonald's tijekom godina mijenjao svoj jelovnik u koji je počeo uključivati zdravije opcije. Osim što je promijenio jelovnik, kako bi se prilagodio očekivanjima društva, u svoje je poslovanje također uključio i koncept korporativne društvene odgovornosti. Uključivanje ovog koncepta u poslovanje i njegovo komuniciranje ključno je sredstvo pri perspektivi odnosa s javnostima, posebice ticanja korporativnog imidža i ugleda. Može se zaključiti kako su odnosi s javnostima preduvjet i bit značajnih promjena svakoga poduzeća koje nastoji biti društveno odgovoran. U ovom radu društveni kontekst smatra se ključnim za razumijevanje i tumačenje percepcija studenata o McDonald's-u. Rad pruža teorijsku pozadinu kroz koju su definirani odnosi s javnostima, njihov razvoj kroz povijest, tehnike i strategije koje koristi, objašnjen je ekološki pristup kao i strategije zelene komunikacije koje su potrebne za postizanje održivog razvoja. Također, definirana je i društvena odgovornost u kontekstu odnosa s javnostima. Provedeno primarno istraživanje pokazalo je postojanje povezanosti između percepcije zadarskih studenata o društveno odgovornom ponašanju McDonald'sa i njihove informiranosti o njihovim ekološki prihvatljivim proizvodima. For many years, the fast food industry has been associated with the topic of health and environmental degradation. Therefore, over the years, McDonald's has changed its menu and included healthier options. In addition to changing the menu to fit the expectations of the society in general, it has also incorporated the concept of corporate social responsibility into its operations. Incorporating this concept into business is a key tool in a public relations perspective, especially regarding corporate image and reputation. It can be concluded that public relations are a precondition and the essence of significant changes in every company that seeks to be socially responsible. In this paper, the social context is considered key to understanding and interpreting students' perceptions of McDonald's. This paper provides a theoretical background in which public relations are defined, as well as their development through history, techniques and strategies it uses. The ecological approach and green communication strategies required to achieve sustainable development are explained. Social responsibility in the context of public relations are also defined. The primary research conducted showed that there is an association between students' perceptions of McDonald's socially responsible behavior and their awareness of their environmentally friendly products.

Prikaz uloge odnosa s javnošću u oblikovanju imidža poznatih osoba glavni je cilj ovog završnog rada, a to se postiže detaljnim objašnjenjima aktivnosti i taktika odnosa s javnošću. Definiraju se odnosi s javnošću kroz razne definicije stručnjaka za PR te se detaljno objašnjavaju svi elementi te funkcije. Marketing i upravljanje robnom markom teorijski se određuju te se diskutira o njihovoj važnosti za kvalitetne odnose s javnošću, pogotovo kod celebrity PR-a. Poimanje identiteta i imidža također je prisutno u radu, i to kao bitan element za bolje razumijevanje rada odnosa s javnošću. U radu se prikazuje fenomen industrije poznatih osoba, kao i sve važne aktivnosti za postizanje željenog imidža poznate osobe, ali i načini dolaska do željene slike. Naposljetku, kroz dva se primjera poznatih osoba iz glazbene i televizijske industrije prikazuju njihovi koraci do uspješne izgradnje imidža korištenjem odnosa s javnošću. The main purpose of this thesis is to demonstrate the role of public relations in the formation of a public image of celebrities, which is achieved through detailed explanations of the activities and strategies of public relations. Public relations are defined through various definitions proposed by the PR experts, and the explanations are given on all of the elements of that function. Marketing and branding are theoretically defined while their importance for high-quality public relations is also discussed, especially concerning celebrity PR. The notion of identity and image is also present in the thesis as an important element of understanding how public relations function. The thesis depicts the phenomenon of the celebrity industry, as well as the activities relevant for the acquirement of a desired public image of a celebrity and the means to achieve a certain image. Lastly, two examples of celebrities from the music industry and the television industry are meant to demonstrate the steps these celebrities took to reach the successful development of a public image using public relations.

Politika je umijeće bavljenja društvenim i državnim poslovima za opću dobrobit. Tragovi politike sežu do ranih stupnjeva ljudske organizacije (plemena i rodovi). Međutim, tek nakon pojave političkih zajednica javljaju se viši oblici političkog djelovanja i odnosa između vlasti i staleža, a u vanjskom političkom planu se javljaju politički odnosi između država. Komunikacija je razmjena informacija, ideja i osjećaja, putem verbalnih i neverbalnih sredstava koja su prilagođena društvenoj prirodi situacije. Za razliku od „obične“ komunikacije, politička komunikacija ima pretežito uvjeravačku funkciju. Diskurs je niz iskaza koji imaju neko značenje i utjecaj u društvenom kontekstu. Postoje dva osnovna oblika političkog govora. Prvi je autoritativan govor vlasti i moći. Drugi oblik se javlja nakon francuske građanske revolucije i temelji se na slobodnom pravu glasa naroda. Eufemizmi su jezični oblici, riječi i izrazi koji se koriste unutar komunikacije u svrhu mijenjanja nepoželjnih i neprimjerenih izraza koji upućuju na sugovornika i ima neugodnu asocijaciju te mogu biti znak političke korektnosti i manipulacije (iskrivljavanje, krivotvorenje ili prekrivanje prave istine). Odnosi s javnošću su profesija koja uključuje funkcije komunikacije, medijske odnose, funkcije kriznog menadžmenta i pisanja javnog govora. U radu se analiziraju dijelovi govora bivšeg predsjednika SAD-a George W. Busha i govor aktualnog predsjednika Donalda Trumpa. Dok Bush fokus stavlja na terorizam, Trump ga stavlja na probleme s imigracijom. Oba predsjednika koriste eufemizme te ih stvaraju putem sličnih, i dijelom istih, mehanizama. Politics is the art of social and government affairs for the common good. The origins of politics go back to the early stages of human organization (tribes and lineages). However, only after the emergence of political communities did higher forms of political activity and relations between government and the stock emerge, as well as political relations between states as an external political plan. Communication is the exchange of information, ideas and feelings, through verbal and non-verbal means which are tailored to the social nature of the situation. Unlike "ordinary" communication, political communication has a predominantly persuasive function. Discourse is a series of statements that have a certain meaning and influence in a social context. There are two basic forms of political speech. The first is the authoritative speech depicting authority and power. The second form has been present since the French Civil Revolution and is based on the people’s right to vote. Euphemisms are linguistic forms, words, and expressions used in communication to alter undesirable and inappropriate expressions that point to an interlocutor and establish an unpleasant association. These may also be a sign of political correctness and manipulation (distortion, forgery, or overlapping of true truth). Public relations is a profession that incorporates communication functions, media relations, crisis management and public speaking. The paper analyzes certain speech of the former US President George W. Bush and the speech of the incumbent President Donald Trump. In their speeches, Bush focuses on terrorism whereas Trump’s main focus is on immigration issues. Both presidents create and use euphemisms through similar, and partly the same, mechanisms.

Diplomskim radom na temu Mogućnosti popularizacije veslanja u Hrvatskoj putem mrežnih stranica autorica je nastojala prikupiti relevantne informacije važne za razvoj veslanja u Hrvatskoj i iskoristiti rezultate istraživanja za privlačenje novih veslačkih nada u taj sport. Veslanje je u Hrvatskoj zastupljeno još od 17. stoljeća kada se na otoku Korčuli održala prva regata, a nakon toga se uspostavljaju i prvi hrvatski veslački klubovi. Komparativna prednost ovoga sporta je u boravku na svježem zraku, ravnomjernim razvojem muskulature cijeloga tijela, jačanje respiratornog i kardiovaskularnog sustava te razvijanje kolektivnog duha. U radu se proširuju teme vezane za temeljne pojmove u području odnosa s javnošću, karakteristike odnosa s javnošću u sportu i internetskih odnosa s javnošću te opisa povijesti veslanja i veslačkih organizacija čije su se mrežne stranice koristile za potrebe istraživačkog rada. With master's thesis named Possibilities to popularize Rowing in Croatia through Web Pages, the author sought to gather relevant information important for the development of rowing in Croatia and use the results of the research to attract new rowing hopes to the sport. Rowing has been present in Croatia since the 16th century, when the first regatta was held on the island of Korčula, and after that the first Croatian rowing clubs were established. The comparative advantage of this sport is its stay in the fresh air, the steady development of whole body musculature, the strengthening of the respiratory and cardiovascular systems, and the development of a collective spirit. The paper extends topics related to basic concepts in the field of public relations, the characteristics of public relations in sports and online public relations, and describing the history of rowing and rowing organizations used on websites used for research purposes.

Internet i digitalne tehnologije promijenili su svijet kakvog smo poznavali do prije samo 10 godina. Rodile su se i društvene mreže, bez kojih ne možemo zamisliti moderan život 21. stoljeća, ali i komunikaciju s ljudima koje znamo i koje uopće ne poznajemo. Ljudski rod komunicira od pamtivijeka, a jedna cjelokupna poslovna filozofija počiva upravo na komunikaciji s mnogim razinama javnosti – to su odnosi s javnošću, čiji su stručnjaci uvelike morali mijenjati poslovne navike i pravila kako bi se prilagodili Internetu i njegovim nusproduktima, društvenim mrežama. Ovaj se rad, među ostalim, bavi jednom od trenutno najpopularnijih društvenih mreža, Instagramom, digitalnom platformom koja ima za cilj dijeljene fotografija. Korisnici po želji dijele fotografije različita sadržaja i tako stvaraju svojevrsni ,,dnevnik života'' koji ostali korisnici mogu popratiti u realnom vremenu. Upravo zahvaljujući Instagramu nastala su nova zanimanja, poput zanimanja influencera koji svojim originalnim objavama inspiriraju druge korisnike. Ostali, ponajviše mlađe generacije, žele biti baš poput njih, što je samo jedan od razloga zašto je danas vrlo lako manipulirati pomoću Instagrama, što strateški koriste mnoge svjetske kompanije, brendovi i u konačnici - turističke destinacije. Predmet ovog rada je pokazati kako je Instagram postao odlična komunikacijska tehnika odnosa s javnošću koju koriste mnogi svjetski stručnjaci u raznim turističkim zajednicama diljem svijeta kako bi u svoju destinaciju privukli što veći broj budućih turista – isključivo preko savršeno isplaniranih fotografija. Iskoristila je to i Turistička zajednica grada Zadra, koja legalnim dijeljenjem tuđih osebujnih i visokokvalitetnih fotografija grada, stvara u potpunosti jedan novi PR projekt za svjetska emitivna tržišta, za nisku ili nikakvu cijenu. Ovim se radom također htjelo pokazati koliko se drugačije počelo shvaćati Instagram, koji je za PR stručnjake u turizmu, postao mnogo više od obične društvene mreže. The Internet and digital technologies have change the world as we know it in the last ten years. Smartphones have entered in our daily lives through a big threshold and we experienced birth of social networks, without which we cannot imagine our 21st century lives and communication with people we know, and with ones we do not. The human race has communicated since the beginning of time, and one whole business philosophy is based on communication with various types of public – these are public relations, whose experts had to drasticly change business habits and even the rules of the profession to adapt to Internet and its byproducts, the social networks. This thesis, among other things, deals with one of the most popular social networks today, Instagram, a digital platform made strictly for editing and sharing photos. Users prefer sharing photos of different content and therefore creating their "life diary", which other users can follow in real time.Thanks to Instagram, several new jobs developed, like that of an Influencer who inspires others with their own original posts. Other users, mainly the younger generation, aspire to be exactly like Influencers, which is just one of many examples of how easily is to manipulate masses through Instagram, which strategically exploit companies, brands, and finally tourist destinations worldwide. The aim of this thesis is to prove how Instagram has become an excellent communication technique in terms of public relations and how it is used by many professionals working in tourism agencies all over the world. They use Instagram in order to promote their destination and attract as many potential tourists as they can - exclusively through perfectly planned photos. Zadar tourist board has taken advantage of this approach. They legally share other users high quality Instagram photos they taken of Zadar, and then crate a completely new PR project named LikeZadar – the official Instagram profile of the Board. One of the aims of the thesis is also to show how drastically different we have begun to view Instagram, which is proven to be more than just a social network to public relations experts workng in tourism field.

Sam pojam etika od pamtivijeka se nalazio, a tako i danas se nalazi čak i u većoj mjeri u svakoj domeni ljudskog života. Neminovno je da se ona nalazi u svakoj čovjekovoj biti i da je ona odraz nas samih kao individua kroz cijeli život. Kada izgovorimo riječ etika nedvojbeno je da je uočena problematika te teme. Stavovi i mišljenja hrvatskih stručnjaka o primjeni etičkih principa u vlastitoj praksi tema je ovog rada. Na spomenutu problematiku provedeno je i istraživanje, a glavni fokus je stavljen na pitanje etičnosti u vlastitoj praksi. Ovim radom autorica je nastojala prikazati pozitivne, ali i negativne značajke u praksi stručnjaka odnosa s javnošću kako bi se u budućnosti moglo poraditi na određenim negativnim značajkama koje obilježava ovu struku. Osim navedenog autorica je htjela vidjeti da li postoji značajna razlika etike u odnosima s javnošću nekada u prošlosti i danas. Ujedno je ukazala na najvažniji segment, a to je da je potrebno stalno ulagati i educirati se po pitanju etičnosti u odnosima s javnošću. The concept of ethics in the past, even today, and it is still extent in every domain of human life. It is inescapable to be in every human life and that she is a reflection of ourselves as an individual throughout our lifes. When you mention the word ethics, it is undisputed that the issues of this theme are noticed. The views and opinions of Croatian experts on the application of ethical principles in their own practice are the subject of this paper. Research was also carried out on this issue, and the main focus was on the issue of ethics in its own practice. With this work, the author sought to show the positives as well as the negative features in the practice of professionals to be able to deal in the future with certain negative features that mark this profession. The author wanted to see if there was a significant difference in ethics in public relations in the past and today. It also pointed to the most important segment, and it is necessary to invest and educate constantly on ethics in public relations.

Changes in technology affect all aspects of contemporary business, but the marketing and sales processes might be the most affected. Namely, social media, as a technology outcome, show potential to revolutionize or at least substantially affect the communication process and the way of building and developing relationships among buyers and sellers. The number of social media users has grown over time until reaching today's high numbers. Moreover, internet users spend a great amount of their online time on social media. Furthermore, the spread of smartphones allows all day long online activities and the role of millennials, who are highly comfortable with the use of technology, as consumers and employees is growing in importance day by day. The current study seeks to analyze the use of social media and tools among businesses of all sizes and among enterprises in the B2B market. The study aims at establishing whether companies use social media in their businesses, determining which social media and tools are predominantly used by companies in Croatia, and establishing if they are active on these media. Further objectives of this study are to define the type of activities conducted and their scope. This exploratory study may provide the basis for further research on the use of social media for marketing and sales purposes. This paper will be added to the body of knowledge with insights into these relatively new marketing and sales tools. Furthermore, the study will contribute to practitioners by highlighting contemporary trends and tools they should adopt and use to adjust their approach to contemporary users and marketing.

Business negotiations form an integral part of daily business operations for managers at all hierarchical levels. In this context, negotiators are often faced with dealing with different types of conflicts with the opposite party. The main aim of this paper is to identify the ways managers solve the conflicts that emerge during the negotiating process. An additional aim of the paper is to identify the factors that influence the choice of conflict management strategy. For that purpose, the survey has been conducted among 256 Croatian managers. The results of the study reveal five factors that affect the manner in which conflicts are resolved. Those factors consist of company size, hierarchical level of the manager, aims of the negotiating process, negotiator’s autonomy and the importance of teamwork.

The relationship between national culture and innovation at the national level is well established in the literature. However, ambiguity regarding the relationship still exists. The influence of different national culture dimensions in different empirical settings seems to provide contradicting results, especially when comparing countries with significant differences in national culture, such as Western European and Far Asian countries. In order to shed light on the understudied relationship between national culture and innovation in Eastern European countries we conducted an analysis of the relationship between Hofstede’s national culture dimensions and the Global Innovation Index in selected countries to find out if the proposed relationships that can be found in the literature hold true for the countries of the former Eastern Block. In this way we hope to contribute to the literature studying this interesting phenomenon.

The development of tourist products based on experience as the key exchange value requires an interdisciplinary approach, which, with applied marketing activities and competitive positioning by means of identity affirmation, leads to the positioning of tourist offer from the aspect of the experience economy. Experience economy facilitates the achievement of competitive advantage on the basis of differentiation by quality. The main goal of this paper is to represent how that concept reflects advantage in (tourist) experiences promotion, based on unique attributes which do not utilise the competitive destination of the area. It is due to the nature of the resource basis itself that the experience dimension of the entire tourist offer should represent a dominant direction in consolidation of the tourist offer elements. Marketing actions must omit the stress from the traditional elements of receptive tourism and focus on the exploitation and promotion of the dominant resources, whose value is exceptionally high and/or on the unrepeatable quality of the local destination identity. The authors are of the opinion that the destination’s attractive elements have to be completed with additional activities while the tourist destination’s quality is measured solely on the basis of experience