SUŠTINSKO (NE)RAZUMIJEVANJE ODNOSA S JAVNOŠĆU / (NON)UNDERSTANDING OF THE ESSENCE OF PUBLIC RELATIONS

Ekrem Tucaković

Sažetak


UDK 659.4:28-67  316.77:28-7 

Sažetak

Tekst nastoji ukazati na neke elemente još uvijek suštinskog nerazumijevanja odnosa s javnošću unutar Islamske zajednice zbog čega se stvara pogrešna percepcija ove profesije. Odnosi s javnošću su dugoročni i kontinuirani proces a ne ad hoc i jednokratna aktivnost, oni su svjesna i planirana a ne stihijska djelatnost, grade pošten i stvaran imidž a ne neutemeljenu promociju. Odnosi s javnošću ne mogu se posmatrati usputnom ili sezonskom djelatnošću. Očuvanje istinskog dijaloga okrenutog dosezanju istine i smisla mora biti snažno opredjeljenje religijskih institucija u čemu odnosi s javnošću mogu imati značajnu ulogu. S druge strane, institucionalni vjerski autoriteti pred nastajanjem društva post-istine ne mogu zatvarati oči, jer od navikavanja na društvo post-istine do navikavanja na društvo post-religije (moja istina i uvjerenje i moja emocija su moja religija) nije dug put. Danas je osnovna zadaća odnosa s javnošću Islamske zajednice zaranjanje u emotivni svijet i doživljaj čovjeka, a potom nuđenje istina vjere u adekvatnoj i ovovremenom čovjeku bliskoj emotivnoj opremi koja će voditi njegovu individualnu emociju i uvjerenje prema čvrstom islamskom identitetu i u spokojnu luku autentične i plodotvorne vjere. 

Summary

The text points to some elements of still essential non­understanding of public relations within the Islamic Community which gives ground for misperception of this profession. Public relation is a long term and a continuous process not an ad hoc one­time activity. It is a conscious and planned activity invented to create fair and true image of an organisation not a false promotion. Public relation cannot be regarded as some incidental or seasonal activity. Adherence of a true dialogue aiming at reaching the truth has to be a firm determination of religious institutions wherein public relations may have a significant role. On the other hand, institutional religious authorities cannot have their eyes closed in front of rising of a society of post-truth, because the path is not farther from getting habituated in a post-truth society to getting habituated in a post-religious society (my truth, my conviction and my emotion are my religion). The main task of public relations of the Islamic Community today is to reach out into the emotional world and the experiences of man and then to offer the truth of the faith in an adequate manner to the contemporary man’s familiar way which will then be a guideline for his individual emotions and beliefs towards a firm Islamic identity and towards security of an authentic and fruitful faith. 


Ključne riječi


odnosi s javnošću, Islamska zajednica, mediji, dijalog, razumijevanje, post-istina / public relations, the Islamic Community, media, dialogue, understanding, post­truth

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DOI: http://dx.doi.org/10.26340/muallim.v20i79.1730

DOI (PDF): http://dx.doi.org/10.26340/muallim.v20i79.1730.g1658

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