Aktivnosti odnosa sa javnošću u institutu Servantes u Beogradu

Abstract

Institut Servantes u Beogradu osnovan je 2004. godine i od tada sprovodi redovno aktivnosti odnosa s javnošću. Prema broju posetilaca, polaznika kurseva i članova biblioteke 'Hose Jero', koja je u sastavu centra, zaključuje se da se aktivnosti odnosa s javnošću sprovode uspešno. Rad se bavi kvantitativno-kvalitativnom analizom aktivnosti odnosa s javnošću sprovedenih od septembra 2011. do juna 2012. Zahvaljujući redovnom praćenju medija i sprovođenju anketa kod posetilaca kulturnih događaja i polaznika kurseva, možemo utvrditi koliko aktivnosti odnosa s javnošću doprinose poseti centru. Institut Servantes primenjuje i druge instrumente promocije kao što su unapređenje prodaje, oglašavanje, direktni marketing, ali odnosi s javnošću predstavljaju najvažniju aktivnost integrisanih marketinških komunikacija. Posebnu pažnju posvetićemo sve važnijoj direktnoj komunikaciji koju omogućavaju novi mediji. Poseban cilj je da se pored precizne analize dijagnostikuju problemi i predlože rešenja koja mogu da se praktično primene u radu centra. U radu su korišćeni analitičko-sintetički, metod ispitivanja i deskripcije.

The Institute Cervantes is a public not-for-profit institution founded by the Government of Spain in 1991, with the aim to promote the Spanish language and the cultures of Spanish speaking countries around the globe. Nowadays it represents the largest international Spanish teaching organization with more than 70 centers on four continents. The Institute Cervantes in Belgrade was founded in 2004 and ever since the Institution has been entirely dedicated to promotion of the Spanish language and its culture in Serbia. Almost instantly the Institute has gained immense popularity. This paper deals with quantitative and qualitative analysis of public relations policy implemented in the Center in the period 2011- 2012. Thanks to the regular media monitoring and introduction of visitors' surveys in the Institute, it is possible to determine the impact of public relations activities on people who visit cultural events. In the Institute Cervantes public relations are conducted through media relations, social media, internal communications, special events, sponsorship or partnership and community relations. Media relations are the most important among these activities. During the season 2011/2012 the Institute Cervantes published 1.177 media releases, in different media (66% on the Internet, 22% in print media, 7% on TV and 4% in magazines). According to visitors' surveys, the Internet web sites are the main source of information for our visitors. Next to them, as very important channels, there are social media. The Institute Cervantes maintains a very good direct communication with 5.423 fans through one of these media and has, per month, nearly 13.000 visitors on its web site. The Institute Cervantes also uses other activities for promotional purposes, such as sales promotion, advertising, or direct marketing. Nevertheless, PR activities are the key element in promotional strategy. In addition to accurate analysis, our specific objective is to diagnose the problems and propose solutions that can be practically applied in the work of the Center. Key words:.