Drugi jezik na kojem je dostupan ovaj članak: Bosnian
It’s been eight years since the first edition of Public Relations – Theory and Practice. At the time of its release, the book received great reviews. Renowned scholars and the media declared it as “the bible of public relations” (Ph. D. Damir Jugo) or the “Cutlip of Southeast Europe”. Today it’s no exaggeration to say that Public Relations – Theory and Practice has “filled a great void in the development of this young scientific discipline in Southeast Europe” (Ph. D. Đorđe Obradović). This is a “cult book”, said Dr. Jugo arguing that Public Relations – Theory and Practice by Dr. Zoran Tomić “can be declared a major work that includes every area of public relations, and it is so detailed that it can rightly be called ‘the meeting place’ for every detail of this profession.”
Experts in the field of public relations agree that it is “the first comprehensive Croatian textbook for public relations” (Ph. D. Božo Skoko). Thanks to its inclusiveness, the book is listed as required reading for undergraduate, graduate and doctoral studies at several universities and colleges in Zagreb, Sarajevo, Belgrade, Skopje, Podgorica, Mostar, Dubrovnik, Tuzla, Banja Luka, Split, Osijek, Zenica and other cities. Public Relations – Theory and Practice has become indispensable for the writing of final, graduate and doctoral theses, as well as academic and professional papers. Evidence of this are the numerous citations of this book.
The second, updated and revised edition
The first edition had 35 chapters, while the second edition has 54, with 1,368 pages. In addition to the modernization and updating of the existing chapters, this edition also features some new chapters such as Public Relations in the Institutions of Culture and Art; Public Relations in Religious Organizations; Public Relations in Trade Unions and Voluntary Organizations; Public Relations in Educational Institutions; Ecology and Public Relations; Public Relations in Sports; Celebrity Public Relations; Online Public Relations; Presidential Public Relations; Public Relations in (pre)Election Campaigns; Public Relations and Public Diplomacy; Professionalism in Public Relations; A Dictionary of Public Relations and others. These are just some of the new chapters in the book. The content of the book is also supplemented both in a theoretical and in a practical sense, pointing to numerous experiences of practitioners of public relations in the world and in the region. The book also contains 56 case studies that aid further understanding of the sometimes complex theoretical framework.
Modern approach
For the preparation of the second edition the latest contemporary world literature in the field of public relations and related disciplines was used, so it can be said to be aligned with the content and standards of advanced European and world countries.
Study / pedagogical approach
The second edition of Public Relations – Theory and Practice can also be said to be a study edition, and as such is predominantly intended for students, at all levels of study. In support of this is the fact that each chapter ends with a summary, questions for assessment and additional literature. If you add to these new elements the comprehensive dictionary of public relations at the end of the book, then it is evident that students will be able to more easily comprehend and learn from the contents of the book. Years of experience and work with students through undergraduate, graduate and doctoral teaching was the motive for the organization of the second edition of the book as a study edition, or organizing the book in the shape and form of a traditional textbook. Therefore, this textbook places students at the center of the educational cycle.
Reviews
The reviewers of the book include eleven of the most distinguished experts from Croatia and Bosnia and Herzegovina. For Dr. D. Jugo, this is a “cult book”. Public Relations – Theory and Practice by Dr. Zoran Tomić “can be declared a major work that includes every area of public relations, and is so detailed that it can rightly be called ‘the meeting place’ for every detail of this profession.” Dr. B. Skoko says that “Professor Tomić has given us a truly comprehensive and practical textbook for the time in which we live, as well as for generations to come.” Dr. A. Bogdanić believes that “in our region there is no study or textbook – original or translated – which could even be compared with Tomić’s Public Relations. Each author has his life’s work. This is Tomić’s.” Dr. N. Kurtić states that “Professor Z. Tomic and his book definitely affirm themselves as inevitable and relevant factors in the genesis of public relations in the regional and European context.” According to Dr. N. Brkić “the book provides a complete / comprehensive, in-depth and timely review / presentation of the theory and practice of public relations and is excellent for use by students, professors and professionals of public relations.” Dr. B. Spahić emphasizes that “with his life’s work Dr. Tomić has confirmed himself as the greatest academic name in the field of public relations in Bosnia and Herzegovina and far, far beyond. His work is a huge contribution to the promotion of public relations, as well as an affirmation of science in Bosnia and Herzegovina and Southeastern Europe.” Dr. N. Ćorić considers that “Dr. Tomić has once again established himself as a leading expert when it comes to public relations in Bosnia and Herzegovina and beyond. Hereby he has given an even greater contribution to the scientific research of public relations.”
About the author
Prof. Dr. Zoran Tomić is a full university professor, Dean of the Faculty of Philosophy, University of Mostar and head of the study of public relations, Fellow of the Croat Academy of Science and Arts of Bosnia and Herzegovina, and member of the Science Council of Bosnia and Herzegovina.
Publisher
The book is issued by publishing house Synopsis in Zagreb and Sarajevo.