Theoretical framework
Meaning Management
Meaning management shifts the centre of public relations from the management of information and relationships to the strategic and ethical management of meaning. Organisations cannot control the meaning their publics will create — but they can take part in shaping it. Professor Tomić introduced the concept in 2026 as a new developmental framework for the profession (PR 4.0).
What is meaning management?
Meaning management can be defined as an organised set of symbolic and cultural practices through which interpretations of organisational action are shaped, negotiated and temporarily stabilised in the relationship between an organisation and its publics.Z. Tomić, „Što je upravljanje značenjem (meaning management) u odnosima s javnošću?“, 2026.
From information to interpretation
Meaning is not contained in the message — it emerges through interpretation, in the interaction of organisation, media, stakeholders and publics.
The manager of meaning
The public relations professional becomes the key actor offering interpretive frames, narratives and symbolic resources.
Strategic and ethical
Meaning management is not control over publics: the aim is to shape the conditions within which publics form their own interpretations.
PR 4.0
A new public relations paradigm for the age of artificial intelligence, digitalisation and information overload.
Key texts
Što je upravljanje značenjem (Meaning management) u odnosima s javnošću?
The Manager of Meaning in Contemporary Public Relations
PR 4.0: Seven Theses of the New Public Relations Paradigm
PR 4.0 – The Future of PR Lies Not in Information, but in Meaning
Zoran Tomić’s New Definition of Public Relations: A Theoretical Framework and Elaboration
A Paradigm Shift in Public Relations
Politički PR: Zašto politika ne prodaje programe nego vizije budućnosti
Public Diplomacy PR: From Information Management to Meaning Management
Reception
Tomićev menadžment značenja: novi teorijski okvir za razumijevanje suvremenih odnosa s javnošću
izv. prof. dr. sc. Miro Radalj · PR Days SUM
Menadžer značenja: novi teorijski okvir koji redefinira odnose s javnošću
Marijan Primorac · PR Days SUM
Nova paradigma odnosa s javnošću prof. dr. sc. Zorana Tomića: značenje kao temelj strateške komunikacije
Sveučilište Sjever · unin.hr
Novi teorijski iskorak u odnosima s javnošću
izv. prof. dr. sc. Miro Radalj · zorantomic.com
