Osobenosti odnosa s javnošću u oblasti bankarstva i osiguranja

Европска ревија за право осигурања 2  (2022), (стр. 41-48) 

АУТОР: Aleksandar Jovičić, Boban Kovačević, Ranka Mitrović

Е-АДРЕСА: jovicicaleksandar@yahoo.com.

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DOI: 10.46793/ERPO2102.41J

САЖЕТАК: 

Predmet ovog rada su odnosi s javnošću i specifičnosti odnosa s javnošću u sektoru bankarstva i osiguranja. Na početku se definišu pojam i osnovni principi na kojima počivaju odnosi s javnošću. U nastavku se analizira povezanost između marketinga i odnosa s javnošću. Zadatak sektora za odnose s javnošću u oblasti bankarstva i osiguranja je da javnim glasilima i analitičarima dostavlja finansijske izveštaje, da najavljuju uvođenje novog proizvoda / usluge i da reaguje na tzv. krizne situacije, tako što u ime privrednih društava odgovara na negativne komentare medija u vezi sa poslovanjem. Odnosi s javnošću u sektoru osiguranja imaju specifičan etički i društveni kontekst. Savremeni odnosi s javnošću u sektoru osiguranja se baziraju na pet vrsta kampanja: najava, analiza podataka, anketa, samostalno istraživanje i stručni stav. Savremeno odeljenje za odnose s javnošću treba da koristi nove tehnike komunikacije, kao što su internet portali i društvene mreže.

КЉУЧНЕ РЕЧИ:

odnosi s javnošću, bankarstvo, odnosi sa javnošću u osiguranju

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