Exploring public relations in Croatia through relational communication and media richness theories |
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| Institution: | 1. Division of Hematology-Medical Oncology, Mayo Clinic, Rochester, MN;2. Department of Internal Medicine, Oregon Health & Science University, Portland, OR;3. St. Luke''s University Health Network, Bethlehem, PA;4. CHI Health Creighton University Medical Center, Omaha, NE;5. Division of Hematology-Medical Oncology, CHI Health Creighton University Medical Center, Omaha, NE;6. Division of Hematology, Mayo Clinic, Rochester, MN;7. Division of Hematology, University of Nebraska Medical Center, Omaha, NE;1. School of Journalism and Mass Communications, University of South Carolina, Columbia, SC 29208, United States;2. Reed College of Media, West Virginia University, United States;1. School of Advertising and Public Relations, College of Communication and Information, University of Tennessee, Knoxville, TN 37996, United States;2. College of Journalism and Communications, University of Florida, Weimer Hall, PO Box 118400, Gainesville, FL 32611-8400, United States;3. School of Mass Communications, University of South Florida, 4202 E. Fowler Avenue, CIS1040, Tampa, FL 33620, United States;1. University of Houston, United States;2. The University of Alabama Professor and Chair Department of Advertising and Public Relations 412 Reese Phifer Hall, Box 870172 901 University Blvd, Tuscaloosa, AL 35401 |
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| Abstract: | This article examines the practice of public relations in Croatia through the theories of relational communication and media richness. The findings suggest that the Croatian model of public relations is a mix of traditional media relations and personal influence. Croatian public relations is characterized by a heavy reliance on personal invitations, telephone contacts, and other relational methods for conducting and evaluating public relations. This preference for richer media tactics has implications for public relations practice and theory building. |
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