U radu se istražuje i analizira primjena modela odnosa (komuniciranja) s javnošću
na internetu, s naglaskom na dvosmjerno-interaktivnom komuniciranju i
ostvarivanju dijaloga na relaciji organizacija – javnost. Rezultati istraživanja
provedenog na uzorku zaposlenih u odnosima s javnošću (n=106) pokazuju da
se na internet, najviše primjenjuje model javnog informiranja (83%). To pokazuje
da službe za odnose s javnostima još nisu potpuno prepoznale najvažniju
karakteristiku koju im nudi novo medijsko okruženje – interaktivnost. Provedenom
multivarijantnom analizom nije podržana polazna hipoteza prema kojoj
je izbor modela komuniciranja internetom povezan s ulogom službe za odnose
s javnošću. Ipak, uspostava i vođenje interaktivne dvosmjerne komunikacije i
dijaloga ostaje zadatak djelatnika odgovornih za odnose s javnostima. Internet,
sam po sebi, ne vodi u nove oblike komunikacije.In this paper, the author is researching and analyzing the use of public relations
(communication) models on the internet, with a special emphasis on the two-way
interactive communication and the building of dialogue between organizations and
the public. The results of the research on the sample of 106 public relations practitioners
reveal that the mostly exercised model is the public information model
(83%). This indicates that public relations departments still fail to exploit the most
important characteristic offered by this new media environment – interactivity.
The result of the MANOVA procedure does not support the hypothesis that there
is a relationship between the PR department’s role and the choice of the PR model
which is used on the internet. However, the creation and management of two-way
interactive communication and dialogue still remains the task of public relations
practitioners. The internet, by itself does not create new forms of communication
