Text topic: Modern Media and PR
Text author: Момчило Цебаловић и Иван Јакшић
Public relations, as a planned two-way communication that can be managed are oriented towards communication channels among which the media are probably the most important channel through which recipients can recieve messages used by PR to influence public opinion. The media, as transmitters of such messages, increasingly rely on specialized PR company departments or agencies which, on behalf of these companies, manage their communications. Given that the media have, for some time now, been one of the essential target groups of companies, relations with the media have become one of the most important activities of their PR experts. Such a link of the economy and the media and their relying on each other, becomes even stronger in the transition period, because privatization of the media and the impact of advertisers on the editorial policy becomes greater than ever. In the transition and privatization of the Serbian media, where nearly all of the most important newspapers and TV channels went to the hands of foreign owners (or unknown owners) journalists are treated as expenditures and expenditure cuts are achieved by hiring underpaid freelance and economically dependant journalists. Such journalists and such media are easy targets for the advertisers who, through their PR experts, affect the editing processes in the media. Failing to recognize the significance of PR and journalism respectively, lack of education or poor education in training courses, low professional standards of PR experts and the media representatives, inadequate wages, job insecurity, distrust, lack of professionalism and ignorance of the work process are common denominators in both evaluations of PR experts on their own profession and cooperation with the media, and of the journalists on their own profession and cooperation with PR experts. This was demonstrated in two researches carried out at the end of 2012 and at the beginning of 2013 by the Public Relations Society of Serbia (DSOJ) in cooperation with the Association of Journalists of Serbia (UNS), Independent Association of Journalists of Serbia (NUNS), Independent Society of Journalists of Vojvodina (NDNV) and the Media Association of the Local Press.