期刊名称：MEDIANALI - International scientific journal of media, journalism, mass communication, public relations, culture and society
印刷版ISSN：1846-436X
出版年度：2007
卷号：1
期号：2
页码：33-46
出版社：Sveučilište u Dubrovniku
摘要：Only by the end of the last and the beginning of this century the public relations started to flourish in our country. Their development has not finished yet, and it is followed by a continuous quality growth of relations and more intensive communication between public relations practitioners and media representatives. Together with the public relations development in practice, some theoretical insights on this relatively new discipline, have been gaining ground. PR professionals' primary task is to influence public opinion, and to win public over on behalf of the organization, institution or employer they work for. This is not an easy task, especially when faced with fragile arguments. In such cases, the personality of public relations practitioners is of a key importance.
