Odnosi s javnošću na sveučilištu [Public relations at the university]

The authors analyze public relations at educational institutions with special reference to higher education. They point out significance of proactive communication. In order to conduct proactive communication, it is necessary to define the target public, establish relations with social community and media. Significance of successful public relations is reflected through making of the crisis communication plan and defining and implementing ethical principles. Only such public relations can be successful in use and contribute to better communication activity at the level of higher education institutions.