engleski

CREATING A PUBLIC IMAGE OF CROATIAN PUBLIC LIBRARIES IN WEB 2.0 ENVIRONMENT

This paper presents important information about the operations of nonprofit organizations in the online Web 2.0 technology environment with a focus on public libraries. Explained are techniques that any organization can apply in the development and brand management, communication with the widest and target audiences, models of public relations, shaping of public will, the use of Web 2.0 technologies, applications, tools and the concept of Library 2.0, all in order to create a positive public image of the library in the Web 2.0 environment. Scientific research has established that Croatian public libraries are still not fully adapted to demands of modern technological environment, but some of them are certainly on track to rise towards the ideal of Library 2.0, completely transformed library open to its customers as partners and together with them able to justify their existence and provide funds from various sources for their work.

libraries, image, web 2.0, public relations,

DOI: 10.2507/daaam.scibook.2014.26. URL: http://www.daaam.info/Downloads/Pdfs/science_books_pdfs/2014/Sc_Book_2014-026.pdf