A Media Choice Decision-Making Model to be Used in Public Relations

Abstract

The central part of the article comprises a media choice decision-making model to be used in public relations. The model's essence is the use of modern information methods with the emphasis on artificial intelligence methods in decision-making processes which enable transparency and interpretation of knowledge used in decision-making and of the decision itself. Within the solution, a realization of the model base is described by means of the DEXi program system. The model takes into account quantity as well as quality choice criteria. In this way, a more holistic idea of the media and the goals pursued by the decisionmaking is formed. Basic elements of the model are defined, such as the target public, goals the organisation wishes to achieve in public relations, resources earmarked for public relations, messages to be communicated to the public, etc. The criteria that are part of the decision-making model were gained by studying bibliography in the field of public relations and concrete experiences at the Faculty of Administration of the University of Ljubljana. The criteria that were formed by studying practical experiences at the Faculty refer to the attainability of the target public. Since every organization has its own target public, the model would have to be adjusted to the concrete organization. When developing the model, this fact was considered, therefore, the authors of the article believe that the findings obtained can be generalized