| Public Relations of the National Theatre
in Belgrade | PR aktivnosti Narodnog pozorišta u Beogradu |
| Management, [pdf] | Menadžment, [pdf] |
| ID: 7.2012.65.10 Number: 65 Year: 2012 UDC: 659.4:792.091(497.11 Београд)”2010/2011” ; 659.13/.16 [tmx] [bow] |
Svetlana Miladinović
Institution: Zvornik Theatre “Kapitalina Eric”, Republic of Srpska | Svetlana Miladinović
Institucija: Zvornički teatar “Kapitalina Erić”, Republika Srpska |
Dragan Đurić
Institution: Ministry of Finance and Economy, Republic of Serbia | Dragan Đurić
Institucija: Ministarstvo finansija i privrede, Vlada Republike Srbije |
Abstract
The subject of the paper are the PR activities by The National Theatre in Belgrade. The researcher intends to
explore and undertake the quantitative and qualitative analyses of Public Relations implemented during the
2010/11 seaso, by The National Theatre in Belgrade. According to the latest updated research, The National
Theatre in Belgrade was the most-visited Theatre in our country in the past season, and this paper intends to
assess the role and the value of PR activities by the Theatre in gaining the successful rate. Since PR activities
are one of the key elements of promotion, the main goal of the paper is to establish the extent of its contribution
in the achievement. Special goal is to diagnose the disadvantages in the implementation of Public Relations,
followed by further recommendation and potential solutions and options, for the purpose of removing
determined irregularities.
| Apstrakt
Predmet rada su PR aktivnosti/odnosi sa javnošću Narodnog pozorišta u Beogradu. Zadatak rada je kvanti-tativno-kvalitativna analiza PR aktivnosti Narodnog pozorišta u Beogradu, sprovedenih u sezoni 2010/11. Prema poslednjem istraživanju Zavoda za proučavanje kulturnog razvitka, Narodno pozorište u Beogradu je u toku pozorišne sezone 2010/11 bilo najposećenija teatarska ustanova u zemlji, a ovaj rad pokušaće da utvrdi ulogu i vrednost PR aktivnosti nacionalnog teatra u ovom rezultatu. Osnovni cilj rada je ustanoviti koliki doprinos u ovom postignuću imaju PR aktivnosti kao jedan od najznačajnijih elemenata promotivnog miksa. Poseban cilj je da se, pored precizne analize, dijagnostifikuju i nedostaci u sprovođenju aktivnosti odnosa sa javnošću na osnovu kojih bi se predložila potencijalna rešenja i raspoložive opcije, a sve u svrhu otklanjanja utvrđenih nepravilnosti.
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| Keywords: PR activities, The National Theatre in Belgrade, Marketing, Promotional mix | Ključne reči: PR aktivnosti/odnosi sa javnošću, Narodno pozorište u Beogradu, promotivni miks, marketing |
| Pages: 85-94 | Strane: 85-94 |