Uloga odnosa s javnošću u kreaciji pozitivnog imidža države: pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | Bosnian |
| Veröffentlicht: |
Sarajevo
Fak. Političkih Nauka
2011
|
| Schlagworte: | |
| Online-Zugang: | Abstract Inhaltsverzeichnis |
| Beschreibung: | Zsfassung in engl. Sprache |
| Beschreibung: | 321 S. Ill., graph. Darst. |
| ISBN: | 9789958598296 |
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| 246 | 1 | 1 | |a The role of public relations in the creation of a positive national image |
| 264 | 1 | |a Sarajevo |b Fak. Političkih Nauka |c 2011 | |
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| 336 | |b txt |2 rdacontent | ||
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| 502 | |a Zugl.: Sarajevo, Univ., Fak. für Politikwiss., Diss., 2010 | ||
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Datensatz im Suchindex
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|---|---|
| adam_text | SADRŽAJ
:
PREDGOVOR
....................................................................................... 11
UVOD
....................................................................................................... 19
INTRODUCTION
.................................................................................. 31
PRVO POGLAVLJE: TEORIJSKI OSVRT
....................................... 43
1.
Teorija nacionalnog imidža
............................................................. 43
1.1.
Pojmovna određenja
................................................................... 43
1.1.2.
Nacija
(Nation)
................................................................. 43
1.1.3.
Nacionalni identitet (National
Identity)
............................ 46
1.1.4.
Kulturni identitet
(Cultural Identity) ................................
52
1.1.5.
Imidž
(Image)
................................................................... 56
1.1.6.
Nacionalni imidž (National
Image)
.................................. 62
1.2.
Značaj nacionalnog imidža u savremenom svijetu
.................... 66
1.3.
Razvoj teorije nacionalnog imidža
............................................. 69
1.4.
Modeli formiranja nacionalnog imidža
...................................... 71
1.5.
Problemi u formiranju i modeliranju nacionalnog imidža
......... 74
1.6.
Dosadašnja istraživanja
о
nacionalnom imidžu u svijetu
........... 76
1.6.1.
Dosadašnja istraživanja
о
nacionalnom imidžu u
Bosni i Hercegovini
........................................................... 88
2.
Teorija odnosa
s
javnošću i međunarodnih odnosa
s
javnošću
... 94
2.1.
Pojmovna određenja
................................................................... 96
2.1.1.
Odnosi
s
javnošću (Public
Relations)
............................... 97
2.1.2.
Međunarodni odnosi
s
javnošću (International Public
Relations)
.........................................................................103
2.2.
Historijski osvrt na savremeni razvoj odnosa
s
javnošću/PR-a
.............................................................................108
2.3.
Svjetska i domaća (ne)dostignuća u oblasti odnosa
s
javnošću
......................................................................................113
2.4.
Uloga i značaj odnosa
s
javnošću u savremenom
poslovanju i djelovanju države
...................................................120
2.5.
Modeli odnosa
s
javnošću
...........................................................124
DRUGO POGLAVLJE: ULOGA I ZNAČAJ MEDIJA
U FORMIRANJU NACIONALNOG IMIDŽA BOSNE I
HERCEGOVINE
...................................................................................135
1.
Uloga medija u oblikovanju bh. Stvarnosti
.........................................135
2.
Medijska neupućenost u
PR
................................................................143
JASNA
DU
RAKOVI
Ć
3.
Masmedijska
produkcija iskrivljene svijesti u kontekstu
odsustva imidža države Bosne i Hercegovine
....................................147
4.
Prijedlog aktivnosti na unaprjeđenju nacionalnog imidža
u medijima u Bosni i Hercegovini
.....................................................151
TREĆE POGLAVLJE: ANALIZA STANJA
PR
MOGUĆNOSTI
1
FORMIRANJA NACIONALNOG IMIDŽA U BOSNI I
HERCEGOVINI NAKON
DE
JTONSKOG SPORAZUMA
.............159
1.
Kontroverznost takozvanih dejtonskih rješenja
.................................159
2.
Državno-pravno uređenje Bosne i Hercegovine u kontekstu
odnosa
s
javnošću
...............................................................................163
3.
(Ne)izgrađenost sistema odnosa
s
javnošću
(komunikator i
javnosti)
..............................................................................................169
4.
Nedostatak obrazovanja iz oblasti odnosa
s
javnošću
(PR
-а)
u
Bosni i Hercegovini
...........................................................................170
5.
Neophodnost kadrovskog
PR
usavršavanja
......................................172
6.
Nužnost usvajanja jedinstvenog državnog
PR
koncepta i
reforme u obrazovanju
.....................................................................174
7.
Model formiranja nacionalnog imidža Bosne i Hercegovine
............176
7.1.
Utjecaj odnosa
s
javnošću/PR-a na formiranje nacionalnog
(značaj brenda države)
...............................................................182
7.1.1.
Brend i brendiranje
...........................................................183
7.2.
Mogućnost brendiranja i pozicioniranja države
Bosne i Hercegovine
....................................................................190
7.2.1.
Povijest brenda Bosne i Hercegovine
...............................195
7.2.2.
Pozicija bh. brenda danas
.................................................197
7.3.
Prijedlog strateškog modela formiranja nacionalnog imidža
Bosne i Hercegovine
...................................................................199
7.3.1.
Prijedlog modela izgradnje nacionalnog brenda
..............199
7.3.2.
Prijedlog modela komunikacijske strategije
...................212
ČETVRTO POGLAVLJE: ANALIZA I PREZENTACIJA
REZULTATA ISTRAŽIVANJA
............................................................229
1.
Analiza i prezentacija rezultata istraživanja
.......................................229
1.1.
Istraživanje I
...................................... 229
12.
Istraživanje
II
.............................................................................234
2.
Testiranje hipoteza
..................................... .....................................259
3.
Ograničenja
.............................. .....................................261
8
____________________
ULOGA ODNOSA
S
JAVNOŠĆU U KREACIJI POZITIVNOG IMIDŽA DRŽAVE
PETO POGLAVLJE: ZAKLJUČNA RAZMATRANJA
1
PREPORUKE ZA BUDUĆA ISTRAŽIVANJA
..................................265
1.
Zaključna razmatranja
........................................................................265
2.
Preporuke za buduća istraživanja
.......................................................267
3.
Literatura
............................................................................................269
4.
Prilozi
.................................................................................................287
Izvodi iz recenzija
....................................................................................313
Bilješka
о
autorici
...................................................................................323
INTRODUCTION
Before J begin with the introduction, it is necessary to explain a few
key elements, which provide a good reason for this book to be published. First
of all, this is a pioneer study on the topic of: The role of public relations in
creating a positive national image
-
The positioning of Bosnia
&
Herzego¬
vina in the international public, and witihin that context it explains the term
which is colloquially called „image , or poltically
-
ideological permeation of
all of our stereotypes, our prejudices and xenophobias, which refract in the lo¬
cal public, as well as in the international public. Second of all, this is a modest
attempt to free us from the traditional, and deeply conservative approach to
such terms as: „public , „presented , „national image , „branding and „pu¬
blic relations , which requires above all, an analytical approach, which will
conceptually signify what is what and who is who, and which will unambigu¬
ously illustrate that we simply do not have a unified methodological approa¬
ch to this matter, or any indication of an elaborate scientific apparatus. This
is simply an attempt to install a new practical-experiential communications
discipline and methodology, which deserves attention, because it will surely
open up new horizons for further comprehensive research on this topic.
It has presently become clear that communication is an essential ele¬
ment of any modern society. Every society gets its specific character (open/
public or closed/secretive, hospitable or unhospitable, xenofillic or xenopho¬
bic, democratic or nondemocratic), merely because of the style and context
of its
ruiling
communication. Besim
Spahić
says that: „Today we cannot even
imagine a contemporary business market and industrial manufacturing witho¬
ut a strategic, analytical, creative, well-planned and controlled approach, or a
promotional mix, where market communications play an irreplaceable role as
the fastest distance trader . 16
It should not surprise us that all dominant and economically develo¬
ped societies of the 21st century fanatically insist on further development
of communication skills of their entire population. In these societies, public
relations has developed to almost unthinkable scales. Public Relations is a
social science about laws of human communication and their applicability
to all fields of life. Comprehensive investigations have revealed that achie-
16
Besim
Spahić,
Being a propagandist: Introduction to creation of market communicati¬
ons I, Economic propaganda association of Bosnia
&
Herzegovina, Sarajevo,
1990.,
pg.
7.
31
JASNA
DU
RAKOVI
Ć
ving
success in economics, politics, education or any other domain of human
operations, mainly depends on personal communication skills and abilities,
regardless whether it concerns individuals or organizations.17 The British In¬
stitute for Public Relations perceives PR as,
„
awell thought out, planned and
continuous effort to establish and maintain mutual understanding between an
organization and its public .18
Kotler
&
Armstrong define this communication
discipline in the following way: „Public Relations include constructing good
relations between an organization and different public segments, through me¬
ans of getting favourable publicity, by building a good corporate image and
solving or preventing adverse or negative rumours, stories and events. PR s
main assets are the following: media relations, publicity, corporate commu¬
nication, lobbying and consulting. 19
Božo Skoko
says that public relations
are: ...a skill which
-
using the grasps of communicology, psychology and
sociology
-
affect the creation and reinforcement of a positive image and
a company s reputation (institution, individual or a country) within the pu¬
blic, and maintan good quality relations with all public segments, for personal
gain, mutual understanding and cooperation, and also because of preventing
or neutralizing unfavourable publicity. Stemming out of this definition is the
main goal of public relations, which is to create, retain and increase affection
coming from all public profiles (with which they meet and depend on) aiming
at defined subjects. 20 In this context „international public relations can be
explained as an endeavor to disseminate information relating to a certain in¬
terest and through this information improve a country s image as perceived
in another country, and in that sense the structure of some other country can
serve as a conception of how to cultivate one s own image. 21
Simon
Anholt
argues that all resposible governments, in the name of
their people, their institutions and firms, should investigate and find out how
the world perceives their country, and develop a strategy to manage that per¬
ception. An essential part of governments jobs is to try to construct a honest,
honourable and powerful reputation, which will be attractive and useful for
their economic, political and social goals, and a reputation which truly re-
17
See more about public communication on the web site of Business Center
EXPERTA
http
://w ww.experta, hr
18
See more about Public Relations on the web site of The Chartered Institute of Public
Relations, London, UK, http://www.cipr.co.uk/
19
Philip
Kolter &
G.
Armstrong
,
Marketing -An Introduction, Prentice Hall Englewood
Cllifs,
1993,.
pg.
436.
20
Božo
Skoko, Croatia: (Identity, Image, Promotion), School Book, Zagreb,
2004.,
pg.
7.
21
Same, pg.
78.
32
____________________
ULOGA ODNOSA
S
JAVNOŠĆU U KREACIJI POZITIVNOG IMIDŽA DRŽAVE
fleets their spirit, geniality and the people s will. This enormous assignment
has become a primary skill of nations in the 21st century.22
Bosnia
&
Herzegovina is an extremely rich country in all areas and as
such it has individual elements of a favorable image. Nevertheless, as Besim
Spahić
illustrates, Bosnia s image is not unified, connected, highlighted, or
given in an applicable form
-
written, printed, visual or audiovisual. We are
missing a credible governmental subject which would manage, package, and
present the complete image in the most positive light. Therefore, individual
elements necessary for creating a favorable image do exist, but image is a uni¬
ty of elements
-
an experience sensed by all senses, as well as the emphasis of
all that is unique and special in one country. B&H has many of these factors,
but it doesn t have a systematic approach of constructing a national image.
Our country, Bosnia
&
Herzegovina, and its people are not that which we
perceive ourselves to be, and what we strive to be, but we are a representation
of how others see us. That is why it is necessary to take all the required steps
and long-term actions to eliminate and deconstruct all negative perceptions of
us, and to strait to create an honorable reputation of the country as a whole.23
Bosnia
&
Herzegovina lacks systematic and strategic public relations, which
government institutions would lead and manage. Therefore, my fundamental
motive for publishing this book is to highlight that we, as a nation, are in dire
need of systematic public relations, which should be implemented mainly by
government institutions; and to point to the absolute necessity of the imple¬
mentation of a deliberate and strategic BH state PR. A strategic PR program
will further serve as the main agent in forming and building a positive nati¬
onal image, a strong brand state image, and in raising the perception of the
country in the international public.
Furthermore, this book is an attempt to primarily raise awareness abo¬
ut the importance of building a strong national image of the government of
Bosnia and Herzegovina, which can be achieved by setting a clear model for
forming the national image of Bosnia and Herzegovina, partially through the
proposed state PR strategies and branding strategies. Among other things,
this book will surely be of practical use to Communications and Journalism
students, not only at our Faculty of Political Sciences, but in broader terms.
The establishment and running of a proposed communications strategy would
More in
Simon Anholt &
Hildreth Simon, Brand America
-
The Mother of all Brands,
Cyanbooks, London,
2004.
Besim
Spahić
&
Jelenka
Vočkić
-
Avdagić,
Aspects of public and media diplomacy,
spekti javne i medijske diplomacije,
Faculty of Political Sciences, Sarajevo,
2009.
pg.
34.
33
JASNA
DURAKOVIĆ
significantly affect the creation of a positive national image of Bosnia and
Herzegovina and increase the positive perceptions of our country both in the
national, regional and international public.
This book also highlights the importance of the application of public
relations activities in the country, pointing to the existing problems in the
State of Bosnia and Herzegovina, which are solvable by means of creating a
deliberate PR/ branding strategy that can affect changes in the national image
of the government and state investments in the global market. The book emp¬
hasizes the importance of country image in contemporary political, economic
and communication, and overall social relations. Without the integration of
public relations as the basic communication skills, the majority of individuals
within the state (of various professions and activities they perform), regardle¬
ss of other abilities and talents, cannot flourish, and their organizations cannot
assume the proper position in the market. Therefore, this communication fa¬
ilure sooner or later comes to light, resulting in negative consequences. The
communication act, as an integral part of the formula for success in the life of
every individual, every organization and at the end of every state, in Bosnia
and Herzegovina (where it is necessary for the development of the whole so¬
ciety), unfortunately, has not yet come to the fore.
Public Relations have a major influence in shaping and building a po¬
sitive national image of any nation. Public Relations, therefore, have enor¬
mous significance in terms of improving our society and policy, especially
when it comes to countries in transition. Without recognition of PR as a core
business activity, and with the lack of integration of PR in society as a whole,
there can be no further progress and development of a society. Therefore, it is
necessary to emphasize that without a well thought out, planned, and directed
PR model at the state level, it will be almost impossible for Bosnia
&
Herze¬
govina to thrive and to position itself as a quality brand in the world market.
This topic, The role of public relations in the creation of a positive
national image
-
The positioning of Bosnia and Herzegovina in the interna¬
tional public, represents interdisciplinary work, based primarily on the legal,
political, economic, social, cultural and communicational cognition. Using
the theoretical model proposed here, I have tried to emphasize the necessity
for implementation, operationalization and institutionalization of the concept
of public relations, which directly affects the formation of a national image
of Bosnia and Herzegovina, and guarantees an affirmative presentation of the
state as a brand worldwide.
34
____________________
ULOGA ODNOSA
S
JAVNOŠĆU U KREACIJI POZITIVNOG IMIDZA DRŽAVE
The
scientific importance and contribution
of the topic
This topic The role of public relations in the creation of a positive na¬
tional image
-
The positioning of Bosnia and Herzegovina in the international
public- has not been studied much in the past and it is quite under-researched.
Though the topic is of modern character and increasingly significant, it has
been completely neglected within the publicized scientific and social science
research literature in Bosnia and Herzegovina. The topic procures additional
significance due to the fact that public relations (PR) are an increasingly inte¬
gral part of business communications in Bosnia and Herzegovina; and in nei¬
ghboring countries such as Croatia, Slovenia, and Serbia (as well as all other
countries in the European Union), public relations have been institutionalized
into business systems and state administration.
Upon an extensive literature review of all scientific research, journal
articles, newspaper, Internet and other media sources, as well as relevant ma¬
terial on this topic in Bosnia and Herzegovina, it can be concluded that there
has been an absence of interest in the research and analysis of this recent
and socially relevant topic. The scientific contribution of the topic, from a
theory standpoint, has been based on its contextualization and positioning
within similar geographic areas, which is not adequate and is methodologi¬
cally inconsistent so as to be utilized within this work. All to date research
on this topic in Bosnia and Herzegovina has not considered the country as an
analytical model or unit of analysis on any of the levels of methodological
research (surveys, interviews, case studies, etc). However, regardless of all of
the objective challenges, I have chosen to publish this nascent study, which
has been foremost motivated by the pressing need of students to learn more
from and about the field of public relations and its irreplaceable role in the
creation of a positive image, both on the level of the organization and country.
On the other hand, some analog research that has been conducted-tran-
sferred through a few works concerned with the „branding of a city as a unit
of a municipal community, just as the branding of a product-have served in
structuring and systematizing this research.
The research also depended on excerpts of the research done by Besim
Spahic, „The Image of a City, in which he cites the models for developing
a city as a brand. That structure was used as a paradigm for the creation and
positioning of the „state as a „brand, or in other words as a „product. 24
24
Besim
Spahić,
City image: Introduction to marketing way of seeing a city as a product,
International Center for Peace, Sarajevo,
2001.
35
JASNA
DURAKOVIĆ
Spahić
describes what constitutes a city: The main goal is to under¬
stand what it means to have a city as a brand and what it needs:
1.
systematic,
2.
analytical,
3.
planned and
4.
controlled design in order to achieve a positive
town image/ favorable
/
brilliant
/
appealing and ultimately a positive image
(Positive City Image), which would appear as a crucial element of its market
/
commercial, i.e. profitable appearance in the consciousness and sub consci¬
ousness of people who would, as loyal consumers
/
tourists
/
etc., be prepared
(desire to, want to) to come to the city and be prepared to spend a certain sum
of money, as with every other commodity. 25 A country should install itself
in a similar way and give its best products (brands) and work on promoting
positive actions which would reshape and strengthen its national image.
Also, some support has been sought out in the MFA (Ministry of Fo¬
reign Affairs) project to build a country image, which was implemented in
cooperation with FIPA (State Agency for Foreign Investments). This is a co¬
llection of works by experts in the field of PR, marketing communications,
as
weil
as university professors and civil servants who have pointed out its
proposals for the introduction of the necessary communication strategy that
would work to improve the current national image. Some scientific instru¬
ments and suggestions were taken from certain papers and integrated directly
into this book. Among others, the largest foundation for the attainment of this
topic, was found in a study done by Nenad
Brkić,
titled Country image in
which he explains that a country s image is an important source of compe¬
titive advantage arising from the excellence of products that come from the
country, the superiority of knowledge in specific areas or information from
the social, political and cultural life of the country, its history, traditions, and
similar elements. Products already on the market and new products are incre¬
asingly being evaluated on the basis of a country s image, increasing the role
of country image in the process of our purchasing decisions. Developing co¬
untries seek to develop its image in order to be able to engage in international
flows of business, among such countries is Bosnia and Herzegovina. 26
The claims and explanations used in this study
-
which prove the hy¬
pothesis that higher quality country products result in a better ranking
ofthat
country in the eyes of the international community-were represented by the
25
26
Same Besim
Spahić, pg.
18.
Text Nenad
Brkić
Country image, pg.
21-32,
МІР ВІН
Image of Bosnia
&
Herzegovi¬
na
-
How to promote it
?,
МІР ВІН
&
Foundation
„Friedrich Ebert Stiftung , Sarajevo,
2006.
36
____________________
ULOGA ODNOSA
S
JAVNOŠĆU U KREACIJI POZITIVNOG IMIDŽA DRŽAVE
auxiliary apparatus that was used in the preparation and implementation of
this research. Support for the hypothesis was also found in the text of Nenad
Brkić
and
Husić
Melika,
in Public Relations and Communication Manage¬
ment in Europe
-
A Nation by Nation Introduction to Public Relations Theory
and Practice, Chapter on Bosnia and Herzegovina, where they make a brief
analysis of the situation and PR opportunities in B&H.27 Aside from that, in
direct dialogue with Nenad
Brkić,
I have found concrete models of develo¬
pment and evaluation of the research topic, of which a few should be listed:
comparative analysis of survey methodology of building a corporate image,
survey of how an image is created in the eyes of foreigners, investigation of
corporate markets for the better positioning of a certain product, and creating
brand identity.
A significant contribution to the development of this research was
given by
Božo
Skoko s doctoral dissertation, which intended to measure di¬
mensions of Croatia s image and where he used a survey method in order to
see how Croatia s image is perceived in the neighboring countries of former
Yugoslavia.28
Further, it should be stressed that special contribution in the develo¬
pment of this study was given by the research on the design, development
and marketing of the brand, done by a prominent international author Simon
Anholt. In
his studies,
Anholt
points out how important position is in the
minds of consumers, which means that the positioning of any brand
-
and
therefore, also the positioning of a country, is of great importance to its ove¬
rall progress. He also says that the world has now become one market, and
that the rapid progress of globalization means that every country, every city
and every region must compete for its part in world, consumer, tourism,
investment, student, business, international sports and cultural events. Also,
they must compete for attention and respect of the international media, other
governments, and people from other countries.29
Text Nenad
Brkić
&
Melika
Husić,
Chapter
4:
Bosnia
&
Herzegovina, pg.
55-69,
Public
Relations and Communications Management in Europe
—
A Nation by Nation Intro¬
duction to Public Relations, Editors Betteke van Ruler
&
Dejan
Verčič,
Mouton
Reader,
Amsterdam,
2004.
Božo Skoko
Comparative analysis of Croatia s image in the former Yugoslavian states,
University in Zagreb, Faculty of Political Sciences, Zagreb,
2008.
Simon
Anholt,
Competitive Identity
-
The New Brand Management for Nations, Cities
and Regions, Palgrave Macmillan, New York.
2007,
pg.
1.
37
JASNA
DURAKOVIC.
Markets across regions or countries, regardless of whether they are
trading with their products, services, ideas, culture, power, or just want to get
attention, rapidly expand and merge into a single community. In such a glo¬
balised market,
Anholt
says, only global players can compete, whether they
be corporations,
NGOs,
religious institutions, cities or countries. Countries
are also obliged to take a closer approach to wide and diverse global markets
with a clear, credible, attractive, specific and fully planned vision, identity,
and strategy.30
This topic is certainly of great importance for the whole of B&H soci¬
ety. The process of repairing the image of a country is complicated and time
consuming, and it can only be created and implemented in a strategic and or¬
ganized way by government and national institutions,
NGOs,
media and other
relevant entities in the country. Experience from other countries in the region
(Slovenia, Croatia, and Serbia particularly in the last two years) confirm this
argument, because it is evident that these countries have used an organized
approach and managed, in a very short time, to show the world a much more
positive picture of themselves, compared to the picture that existed previou¬
sly. Despite the many existing problems in the functioning of the countiy, it is
necessary to find a solution to build its positive
image
-а
solution that can only
be reached through scientific research.
The ultimate goal of this book is to demonstarte to all relevant actors
(individuals and organizations) in Bosnia and Herzegovina, which are dealing
with this problem, that they should use scientific advances, and attempt to
closer introduce public relations into our society, according to the technolo¬
gical development of this indispensable communication activity which in the
contemporary world is the lifeblood of successful business and completes the
development of political, economic, communication, social and cultural do¬
mains of society. Above all, the goal is to dramatically warn state and federal
authorities of Bosnia and Herzegovina to finally start paying more attention
to this extremely important issue, which has been completely neglected so far
by the authorities, and has not been legally accepted and regulated.
The first chapter gives an insight into the theory of the genesis of
national image as well as the theory of public relations and international pu¬
blic relations. It deals with the determination of these fundamental concepts,
giving many definitions, comparisons and explanations of the specifics of
30
Same, pg.
2 ]
38
____________________
ULOGA ODNOSA
S
JAVNOŠĆU U KREACIJI POZITIVNOG IMIDŽA DRŽAVE
these concepts and their applications. It also emphasizes the need and im¬
portance of implementation of public relations in modern business and in the
active management and operation of the country. It presents several public
relations models, which provide a good foundation for building a functional
PR strategy.
The second chapter gives a brief overview of the current state the
country s media is in, especially in the context of media coverage about Bo¬
snia and Herzegovina on the local scene, and highlights the lack of affirma¬
tive media coverage of Bosnia and Herzegovina, which emphasize all the
positive values of the country. It points out the large and important role that
media play in shaping national image, and it proposes a list of possible com¬
munication activities that would work on improving media s national image
of Bosnia and Herzegovina.
The third chapter reviews the current status of public relations in
our society, as well as all the possibilities of PR forming a national image in
Bosnia and Herzegovina, in the context of all the difficulties arising from the
Dayton political and legal framework. The presented model of formation of
Bosnia and Herzegovina s national image emphasizes a major impact public
relations have on the formation of national image and it underlines the impor¬
tance of establishing a country as a brand. It also suggests a strategic model
of the formation of national image of Bosnia and Herzegovina.
The fourth chapter illustrates the analysis and presentation of the
results of field surveys, giving a graphical overview of statistics and their
interpretation.
The fifth chapter is the result of several attempts to provide valid
suggestions and solutions for improving the existing image of Bosnia and
Herzegovina as well as give suggestions for future research, which should
include more qualitative factors and additional measurement instruments in
the area of the image, which are still underdeveloped.
This book is an amended, modified and adapted text of the doctoral
dissertation which was defended under the mentorship of prof. dr. Nenad Br-
kić,
at the Faculty of Political Sciences in Sarajevo in July
2010.
Some ne¬
cessary interventions were executed in the text, primarily of practical nature,
in order to ensure that students better understand the essence of the problem
treated in this study. I must give special thanks to prof. dr. Nenad
Brkić,
who
encouraged me to think about the modern concept of creating a brand and
39
JASNA
DURAKOVIĆ
intrigued me to further investigate this problem, which is in our terms, still an
unexplored issue. He has made me reflect on whether, in the current political
context, Bosnia and Herzegovina can have its relevant brand or brands, and
how and in what way will it promote them practically and advocate politi¬
cally.
1
also thank prof. dr. Besim
Spahić,
as he incited a great interest for
this fascinating field of image creation; Prof. dr.
Najil Kurtić,
who offered
great support; and especially prof. dr. Nenad
Brkić,
which first piqued my
interest in the enigma of the brand of Bosnia and Herzegovina and all the
complexity and contradictions within this topic, which in the end, in theory,
comprise the field of public relations. I also thank the students of Communi¬
cations department at the Faculty of Political Sciences, because without them
I would not have been able to fully finalize the field research. Finally,
1
am
very grateful for my esteemed professors who helped me in getting this work
to attain a high degree of academic and scientific standard.
In the end, I thank my publisher the Faculty of Political Sciences in
Sarajevo, and also
DES
Printing and its respected director
Džemal Bašić,
and
all those who contributed in order to get this book published.
Jasna Duraković
40
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| spelling | Duraković, Jasna Verfasser aut Uloga odnosa s javnošću u kreaciji pozitivnog imidža države pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image Jasna Duraković The role of public relations in the creation of a positive national image Sarajevo Fak. Političkih Nauka 2011 321 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Zsfassung in engl. Sprache Zugl.: Sarajevo, Univ., Fak. für Politikwiss., Diss., 2010 Ausland (DE-588)4068999-2 gnd rswk-swf Bosnienbild (DE-588)4736067-7 gnd rswk-swf Imagewerbung (DE-588)4134968-4 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Bosnien-Herzegowina (DE-588)4088119-2 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Bosnien-Herzegowina (DE-588)4088119-2 g Öffentlichkeitsarbeit (DE-588)4043188-5 s Imagewerbung (DE-588)4134968-4 s Bosnienbild (DE-588)4736067-7 s Ausland (DE-588)4068999-2 s DE-604 Digitalisierung BSB Muenchen 2 application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024487838&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Abstract Digitalisierung BSB Muenchen 2 application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024487838&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Duraković, Jasna Uloga odnosa s javnošću u kreaciji pozitivnog imidža države pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image Ausland (DE-588)4068999-2 gnd Bosnienbild (DE-588)4736067-7 gnd Imagewerbung (DE-588)4134968-4 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| subject_GND | (DE-588)4068999-2 (DE-588)4736067-7 (DE-588)4134968-4 (DE-588)4043188-5 (DE-588)4088119-2 (DE-588)4113937-9 |
| title | Uloga odnosa s javnošću u kreaciji pozitivnog imidža države pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image |
| title_alt | The role of public relations in the creation of a positive national image |
| title_auth | Uloga odnosa s javnošću u kreaciji pozitivnog imidža države pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image |
| title_exact_search | Uloga odnosa s javnošću u kreaciji pozitivnog imidža države pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image |
| title_full | Uloga odnosa s javnošću u kreaciji pozitivnog imidža države pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image Jasna Duraković |
| title_fullStr | Uloga odnosa s javnošću u kreaciji pozitivnog imidža države pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image Jasna Duraković |
| title_full_unstemmed | Uloga odnosa s javnošću u kreaciji pozitivnog imidža države pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image Jasna Duraković |
| title_short | Uloga odnosa s javnošću u kreaciji pozitivnog imidža države |
| title_sort | uloga odnosa s javnoscu u kreaciji pozitivnog imidza drzave pozicioniranje bosne i hercegovine u medunarodnoj javnosti the role of public relations in the creation of a positive national image |
| title_sub | pozicioniranje Bosne i Hercegovine u međunarodnoj javnosti = The role of public relations in the creation of a positive national image |
| topic | Ausland (DE-588)4068999-2 gnd Bosnienbild (DE-588)4736067-7 gnd Imagewerbung (DE-588)4134968-4 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Ausland Bosnienbild Imagewerbung Öffentlichkeitsarbeit Bosnien-Herzegowina Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024487838&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024487838&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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