. "S" . "RIV/60460709:41320/13:62835!RIV14-MSM-41320___" . . . . "90942" . "8"^^ . "Nowadays, forest enterprises are facing the persistent need for communication with media, while such situation was not common in the past. Thus, it is necessary to study the principles of media communication under special conditions of forestry, using phenomenological approach. The paper, based on the analysis of theoretical background of communication and media policy, proposes model of the forest enterprise presentation in media, including general principles of communication policy with special emphasis on its effectiveness in non-monetary terms. More specifically, the following issues are addresses in the paper: goal and objectives of media communication as well as basic characteristics of media communication. Then, the irreplaceable components of the model of forest enterprise media communication, including the enterprise communicator role, media communication tools and strategies, are proposed. Finally, the measures of effective media presentation of forest enterprises are discussed."@en . "0" . . . "Proposal of model of forest enterprise media communication"@en . . "1"^^ . "41320" . "Lesn\u00E9 podniky v s\u00FA\u010Dasnosti \u010Delia rast\u00FAcej potrebe komunikova\u0165 s m\u00E9diami a vzh\u013Eadom na to, \u017Ee v minulosti tak\u00E1to situ\u00E1cia nebola be\u017En\u00E1, je nevyhnutn\u00E9 zaobera\u0165 sa princ\u00EDpmi medi\u00E1lnej komunik\u00E1cie v \u0161pecifick\u00FDch podmienkach lesn\u00E9ho hospod\u00E1rstva s vyu\u017Eit\u00EDm fenomenologick\u00E9ho pr\u00EDstupu. Tento pr\u00EDspevok, ktor\u00FD je zalo\u017Een\u00FD na teoretick\u00FDch v\u00FDchodisk\u00E1ch komunika\u010Dnej a medi\u00E1lnej politiky, sa zaober\u00E1 n\u00E1vrhom modelu prezent\u00E1cie lesn\u00FDch podnikov v m\u00E9di\u00E1ch, pri\u010Dom rie\u0161i z\u00E1kladn\u00E9 ot\u00E1zky v\u0161eobecn\u00FDch princ\u00EDpov komunika\u010Dnej politiky s d\u00F4razom na jej efekt\u00EDvnos\u0165 v zmysle \u00FA\u010Delnosti. Podrobne s\u00FA analyzovan\u00E9 ciele medi\u00E1lnej komunik\u00E1cie a jej z\u00E1kladn\u00E9 charakteristiky, z ktor\u00FDch vych\u00E1dza n\u00E1vrh z\u00E1kladn\u00FDch komponentov modelu medi\u00E1lnej komunik\u00E1cie lesn\u00FDch podnikov. Tieto komponenty podrobne definuj\u00FA \u00FAlohu komunik\u00E1tora v podniku, n\u00E1stroje medi\u00E1lnej komunik\u00E1cie a strat\u00E9gie prezent\u00E1cie v m\u00E9di\u00E1ch. Na z\u00E1ver s\u00FA v pr\u00EDspevku analyzovan\u00E9 mo\u017En\u00E9 opatrenia na efekt\u00EDvnu prezent\u00E1ciu lesn\u00FDch podnikov v m\u00E9di\u00E1ch." . "59" . . "Proposal of model of forest enterprise media communication"@en . "1"^^ . . "N\u00E1vrh modelu medi\u00E1lnej komunik\u00E1cie lesn\u00FDch podnikov" . . . "RIV/60460709:41320/13:62835" . . . "N\u00E1vrh modelu medi\u00E1lnej komunik\u00E1cie lesn\u00FDch podnikov" . "Lich\u00FD, J\u00E1n" . . "0323-1046" . "4" . "Lesnicky \u010Dasopis (Forestry Journal)" . "[15BBE6A5F5CD]" . . . "forestry, model, phenomenology research, communicator, effectiveness"@en . . "SK - Slovensk\u00E1 republika" .