Public relations by newly privatized businesses in Bosnia-Herzegovina |
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Authors: | Michael L Kent Maureen Taylor Lejla Turcilo |
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Institution: | 1. School of Communication, 300 Sprau Tower, Western Michigan University, 1903 W. Michigan Avenue, Kalamazoo, MI 49008 5318, USA;2. Department of Journalism, University of Sarajevo, Bosnia-Herzegovina |
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Abstract: | Public relations as a communication function is emerging as an important organizational process in many parts of the world. This paper examines the development of public relations in a transitional economy: Bosnia-Herzegovina. Data from 38 newly privatized organizations show the perceived potential for public relations as these organizations attempt to communicate with new publics and gain market share in a difficult business environment. The results suggest that Bosnian public relations managers understand public relations as a relationship building function but are constrained from fulfilling this function by the realities of a transitional economy. |
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Keywords: | Marketing New communication technology Transitional economy Bosnia |
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