{"id":85,"date":"2026-03-16T16:06:00","date_gmt":"2026-03-16T16:06:00","guid":{"rendered":"https:\/\/olorinpress.rs\/blog\/?p=85"},"modified":"2026-03-16T16:06:01","modified_gmt":"2026-03-16T16:06:01","slug":"novinarstvo-pr-informacije-javno-mnjenje","status":"publish","type":"post","link":"https:\/\/olorinpress.rs\/blog\/novinarstvo-pr-informacije-javno-mnjenje\/","title":{"rendered":"Novinarstvo i PR: Ko kontroli\u0161e informacije i javno mnjenje?"},"content":{"rendered":"\n

Iako izme\u0111u njih postoje duboke razlike, ne gre\u0161e oni koji novinarstvo i PR posmatraju kao srodne profesije. I jedni i drugi oblikuju javno mnjenje<\/em><\/h2>\n\n\n\n

Novinarstvo i PR, ko kontroli\u0161e informacije i javno mnjenje? To su pitanja na koja postoji mnogo odgovora. Iako izme\u0111u njih postoje duboke razlike, ne gre\u0161e oni kojih ih posmatraju kao srodne profesije. I jedni i drugi oblikuju javno mi\u0161ljenje. Kroz istoriju \u2013 od Makijavelija i Bizmarka do savremenih medijskih kampanja \u2013 komunikacija sa javno\u0161\u0107u postala je jedno od najmo\u0107nijih oru\u017eja politike i biznisa. Kapital je mrtav – \u017eiveo potro\u0161ac. Ovako se u najkra\u0107em mo\u017ee opisati ra\u0111anje odnosa s javno\u0161\u0107u u prvim decenijama XX veka.\u00a0Danas je PR jedan od najva\u017enijih segmenata poslovanja svake komapnije, a najva\u017enija delatnost za svakog politi\u010dara. https:\/\/olorinpress.rs\/blog\/<\/a><\/p>\n\n\n\n

Njenim rodona\u010delnicima, u dana\u0161njem obliku smatraju se Ajvi Li, Krilov odbor, i Edvard Bernajs, a unapre\u0111iva\u010di, dr\u00a0Ernest Dihter, Luj \u010ceskin, Pol Lazarsfeld, Dejvid Ogilvi, i drugi. \u010ceskin i Dihter jos 1935. u prodaju robe uvode psihologiju i istra\u017eivanja motiva koji pokre\u0107u kupce. U\u010dvr\u0161\u0107ivanje njihove metode lova na podsvest desilo se 1950-ih. Onda je do\u0161lo Matrix vreme u kom nijedan proizvod nije prodavan bez konsultacije sa stru\u010dnjacima za PR. https:\/\/www.nytimes.com\/1981\/10\/10\/obituaries\/louis-cheskin-72-studied-motivation-and-effects-of-color.html<\/a><\/p>\n\n\n\n

Razvoj odnosa izme\u0111u novinarstva i PR-a<\/strong>
<\/strong><\/h2>\n\n\n\n

Tvrdnja da je u pitanju disciplina novijeg datuma, nije do kraja ta\u010dna. Korene PR-a vidim drugacije. Objasni\u0107u i za\u0161to. \u0160ta je Kineski zid? \u0160ta su egipatske piramide? Svetionik sa Farosa? Ajfelova kula? Kip slobode? Bakingemska palata? Kremlj? Bilbordi mo\u0107i. Nastali iz \u017eelje da se svima poka\u017ee ogromna, najve\u0107a mo\u0107. Sun Cu u Ume\u0107u ratovanja daje \u010ditav niz saveta kako da se uspe\u0161no pripremi i dobije bitka ali i naklonost pokorenog stanovni\u0161tva, da bi vojska imala \u0161ta da jede. \u0160ta je Biblija? Makijaveli je godinama, manje, ili vi\u0161e uspe\u0161no savetovao firentinske vladare. Njegov “Vladalac” je na neki na\u010din, prvi pri\u010dunik iz odnosa s javno\u0161\u0107u.   <\/p>\n\n\n\n

A kardinal Ri\u0161elje je zahvaljuju\u0107i ume\u0107u manipulacije \u010dinjenicama i la\u017eima, direktno zaslu\u017ean za stvaranje velike i mo\u0107ne francuske dr\u017eave. Dve decenije savetovao je kralja Luja 13. i ceo vojni vrh, o tome kako se odnositi sa stranim vladarima, njihovim izaslanicima, svom narodu. U njegovoj diplomatiji dr\u017eavnog pitanja, utkano je istan\u010dano ose\u0107anje pulsa naroda.
Modernu manipulaciju preko medija, prvi je u istoriji upotrebio Oto fon Bizmark. Kad mu je trebao savez s Rusima, on je pustio da u \u0161tampu procuri tekst koji mu je omogu\u0107io da s ruskim carom potpi\u0161e sporazum bez protivljenja javnosti. vPortugalci su u svoja kolonijala osvajanja nosili poklone. \u0160panci su donosili silu. A Englezi progres. Rezultat njihovog kolonijalizma – ceo svet govori engleski!<\/p>\n\n\n\n

Veza novinara i PR menad\u017eera<\/strong><\/h2>\n\n\n\n

Afera Votergejt kojom se odu\u0161evljavaju mladi studenti novinarstva je \u0161kolski primer kriznog PR-a. Novinari Va\u0161ington posta su bili samo oru\u0111e u rukama dezinfomrmatoske ma\u0161ine, \u010diji je cilj bio ru\u0161enje Ri\u010darda Niksona. Ulaganje u PR, tro\u0161ak pretvara u investiciju. U osnovi PR-a krije se Hegelova \u017eelja – \u017eelje. Ljudska potreba da stalno planira, da sakuplja potrep\u0161tine neophodne za \u017eivot. Nekad je skupljao drva i ko\u017ee za zimu, danas \u017eudi za najnovijim Ajfonom. Dakle, otkrivanje nagona, mra\u010dnih i tajnih misli i \u017eelja, klijenata i ciljnih grupa kojima se PR obra\u0107a su njegov prevashodni zadatak.<\/p>\n\n\n\n

\"Ko
Ko poseduje informacije PR, ili mediji?<\/figcaption><\/figure>\n\n\n\n

Mada ih povezuje sli\u010dna \u017eelja za mo\u0107, novinare i PR menad\u017eere deli nepremostivi jaz. Prvi misle da rade za op\u0161tu dobrobit, a da PR isklju\u010divo brine o interesu klijenta i svojoj koristi.<\/p>\n\n\n\n

Sli\u010dnost \u0161aha PR-a i medija<\/h2>\n\n\n\n

PR, novinarstvo i \u0161ah imaju mnoge sli\u010dnosti. Uvek postoji mno\u0161tvo poteza koji su ve\u0107 odigrani. Genijalnost je povuci neo\u010dekivani potez. Pisati istoriju. Novinar vredi onoliko koliko kontakata (politi\u010dara, savetnika, policajaca, sudija, kriminalaca, peva\u010da, sportista, glumaca, intelektualaca) ima u svom telefonskom imeniku. PR vredi onoliko koliko novinara ima u svom imeniku. PR ne kreira samog sebe, nego imid\u017e osobe, ili korporoacije za koju radi. Njegove poruke su udica, koja mora da bude vidljiva i primamljiva. Poruka je parola koja deluje na prvom nivou svesti. Ona je okida\u010d. Nedvosmislen poziv na akciju. U prodaji robe, ili politici. Re\u010d treba da budi pozitivne ili negativne asocijacije. PR je ume\u0107e koje nudi posebnu vrstu razumevanja pro\u0161losti, sada\u0161njosti i budu\u0107nosti. To obezbe\u0111uje preimu\u0107stvo. A preimu\u0107stvo donosi rezultat. To je deo odgovora na pitanje ko kontroli\u0161e informacije i javno mnjenje, Novinarstvo ili PR? <\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Iako izme\u0111u njih postoje duboke razlike, ne gre\u0161e oni koji novinarstvo i PR posmatraju kao srodne profesije. I jedni i drugi oblikuju javno mnjenje Novinarstvo i PR, ko kontroli\u0161e informacije i javno mnjenje? To su pitanja na koja postoji mnogo odgovora. Iako izme\u0111u njih postoje duboke razlike, ne gre\u0161e oni kojih ih posmatraju kao srodne …<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[25,14,7,5,4,33],"class_list":["post-85","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-internet","tag-manipulacija","tag-mediji","tag-politika","tag-propaganda","tag-srbija"],"yoast_head":"\nNovinarstvo i PR: Ko kontroli\u0161e informacije i javno mnjenje? - Olorin Press Blog<\/title>\n<meta name=\"description\" content=\"Novinarstvo i PR, ko kontroli\u0161e informacije i javno mnjenje? Ko sna\u017enije uti\u010de na ljude? 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