Kozjek, T., Rajkovič, V. & Ferjan, M. (2012). 
Decision Model for the Media Selection. Uprava X(1), 145–165.  145 
1.04 Professional article 
Decision Model for the Media 
Selection 
UDK: 659.4 
Tatjana Kozjek 
University of Ljubljana, Faculty of Administration 
tatjana.kozjek@fu.uni-lj.si 
Vladislav Rajkovič 
University of Maribor, Faculty of Organizational Sciences 
vladislav.rajkovic@fov.uni-mb.si 
Marko Ferjan 
University of Maribor, Faculty of Organizational Sciences 
marko.ferjan@fov.uni-mb.si 
ABSTRACT 
The article presents the decision model for choosing the media in the 
performance of public relations (PR). The core of the model lies in the use of 
modern information methods with the accent on the artificial intelligence 
methods in decision-making processes which allow transparency and simple 
explanation of the decision knowledge and of the decision itself. The framework 
of the solution is the description of the realization of the model with the support 
of the DEXi system. The model covers the qualitative and the quantitative 
measures for the final choice. This allows a more wholesome overview of the 
media and of the goals the decision aims to achieve. The determined 
fundamental elements of the model are: the target public, the goals the 
organization aims to achieve via public relations, the resources assigned to the 
public relations, the messages to transmit to the public, etc. The criteria which 
form constituent parts of the decision model have been designed on the basis of 
public relations literature study and the practical experience of the Faculty. 
Key words: public relations, choice of media, multi-attribute decision-
making, decision models, DEXi 
JEL: C30, O33, M30 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
146 Uprava, letnik X, 1/2012 
1 Introduction 
The process of communication is one of the most crucial processes in 
human interaction and creativity. Communication is extremely vital for 
everyday social and economic life. An organization cannot function 
normally without communication, because of its enormous impact on 
relations among all parties within the organization who aim to manage 
the work process successfully and achieve common goals. 
The article presents the decision model for the choice of the media in 
public relations in the case of the faculty. Methodological research has 
been divided into two parts; with the aim of creating a decision model for 
the media selection, first, literature and sources related to public relations 
and decision-making were studied. The approach to the solution of the 
problem on the choice of the media for the execution of public relations in 
the article has been based on multi-attributive decision making in expert 
systems. The basic principle of the multi-attribute decision making 
methods is the decomposition of the decision problem onto smaller, less 
complex problems, which allow transparency and comprehension of the 
decision problem, and simultaneously allow making of a quality and 
explainable decision (Bohanec & Rajkovič, 1999; Klein & Methlie, 1995). 
The model is designed with the support of the DEXi system. 
2 Public relations 
When speaking about an organization's environment, we must first define 
the concept of "the public" in the context of how it is addressed in the 
article. The public are a group of people, who have a potential or realistic 
impact on the goals of an organization (Hunt & Gruning, 1994). As Hunt 
and Gruning state, organizations communicate within themselves and 
also with others in the environment because they do not exist in isolation. 
Organizations thus communicate with communities, governments, 
customers, financial institutions and others that have relationships with 
them. On the other hand, factors in the environment (governments, 
communities, the public, etc.) may also have some kind of interest in the 
organization and thus communicate with it (Hunt & Gruning, 1995, p. 5). 
During almost three millennia, but essentially during the last three 
centuries, research on public/ness developed five basic semantic 
dimensions of the general concept (Splichal, 1999, p. 6): 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
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 "public" as a specific social category or collectivity that appears as a 
social actor or agent, particularly in relation to some important 
social issues; 
 "public" as the specific nature of a particular activity or space (for 
example public schools); 
 publicity as the "incarnation" of publicness embedded in a principle 
or norm, and as a universal human right, thus representing the 
foundations of public opinion and the doctrine of sovereignty; 
 public sphere as a specific sphere; 
 public opinion. 
For some time organizations have become aware of the power of public 
opinion and many have been in fear of an unfriendly environment. As 
described by Tedlow (1979, p. 5), the great 19th-century American 
industrialist William Vanderbilt (1825–1885) was said to have exclaimed 
in 1882: »The public be damned!« For this reason, organizations have 
long tried to cultivate a good image, especially among the general public. 
Sources state multiple definitions of the expression "public relations". On 
its 1978 global assembly, the international public relations association 
(IPRA) chose the following definition: public relations are a skill and a 
social science on analyzing trends, forecasting their consequences, on 
consultations to leaders of organizations and on the execution of planned 
programs of actions in the mutual interest of organizations and the public 
(Wilcox et al., 1992). Hunt and Gruning (1994) state that public relations 
are a formal path on which organizations communicate with the public. 
Kitchen (1997) claims that public relations are one of the functions of 
management; they cover a broad spectrum of activities and intentions in 
practice; they are two-way and mutual; they show that the public is not 
homogenous in relations to organizations, it is manifold; public relations 
are long rather than short-term. Kotler (2003) states that public relations 
represent the organization’s construction of good relations with various 
publics with intention to create good reputation; they are a construct of a 
wholesome positive representation or image of the organization; they are 
a tool with which we put away negative rumors on various events. 
  

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
148 Uprava, letnik X, 1/2012 
Theory classifies four basic models which organizations use to perform 
public relations: 
 press agentry/publicity model; 
 public information model; 
 one-way asymmetrical model; 
 two-way symmetrical model (Hunt&Gruning, 1994). 
All public relations activities must be planned, managed and evaluated. 
The planning is particularly important when it is to be followed by 
realization. The most typical ways of communication with public are: 
 an event (unique, should attract attention); 
 a campaign, a process consisting of various events, which may not 
be interconnected. The campaign can last for a longer period of 
time: i.e. a couple of weeks or even months. The key to 
understanding the campaign is, that the campaign is always 
concluded with a decisive event (for example: elections, voting etc.). 
The goal of a campaign is to achieve actions performed in the 
desired way (for example: favorable outcome of the election). 
 a program, similar to the campaign in being comprised of a 
number of events, which are not necessarily interconnected, 
differing from a campaign in the fact that it does not have a 
concrete desired outcome (Hunt & Gruning, 1994). 
For the public relations it is crucial that the organization management 
participates. This means that the goals of public relations must be 
precisely defined; so must be the actual tasks, careful planning of 
activities, the organizational structure which allows the achievement of 
goals, the control functions must also be set up, and the results must be 
evaluated. The same goes for content, methods and the dynamics of the 
performance, which, if necessary, should be adjusted to the given 
circumstances. Public relations can be used to help increase visibility of a 
product, person, location, idea, activity, organization or a nation (Kotler & 
Armstrong, 2006). Communications are the basic frame (Hunt & Gruning, 
1994); the essence is in the decision-making. 
3 Decision-making 
Making decisions is an activity performed daily, however not all decisions 
are equally important or equally difficult. Decision making is a process 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
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in which we choose from a number of possibilities the one which is the 
most suitable for our goals or demands. Computer support can essentially 
improve the decision-making process, because it points out the 
appropriate decision making processes, increases the comprehension of 
the problem and improves the quality of the final decision. 
Decision-making is usually a part of the general problem solving and a 
crucial mental activity on all levels of human activities. The difficulty of 
decision problems varies considerably. It stretches from simple personal 
decisions, which are usually routine decisions we are not normally aware 
of, to complex problems of group decisions, in areas such as leadership, 
managing and planning in an enterprise, in human resource decisions, 
medical diagnostics and many other areas. The most common problems 
which arise from deciding on a medium in our case arise from: a large 
number of factors, which influence the decision, a large number or 
insufficiently defined or known possibilities, difficult recognition of the 
decision problems and of the goals of the decision. 
The decisive process contains the following elements (Rajkovič and al., 
1999): 
 mass variables A: a
1
, a
2
, a
3
, …, a
m
, …; 
 preferential relation P, which arranges group A according to 
desirability, suitability i.e. usefulness v(a), which measures the rate 
of the desirability a in a way that for each pair a, b out of A there is 
a P b ↔ v(a) > v(b); 
 the rational decision, which stands for the choice of the most 
desirable variable a; out of A: v(a
i
) = max(v(a) : a ϵ A). 
In multi-parametric decision making there is a group of parameters 
X: x
1
, x
2
, ..., x
n
, where x
i
: A → D
i
, and D
i
 are the stock of value for the 
parameter x
i
. The variables are described with the vector of value 
v ٭: D
1
 X D
2
 X … X D
n
 → D. The function of utility: A → D is replaced with 
v ٭: D
1
 X k D
2
 X → D, where we suppose: v(a
i
) = v ٭(x
1
(a), x
2
(a), x
3
(a),...,x
n
(a)). 
The utility function represents the joint measurement according to all the 
parameters. It is a criterion function with which we determine the utility of 
variables on the basis of criteria and their interconnection. 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
150 Uprava, letnik X, 1/2012 
Figure 1: Multi-attribute decision model 
 
Source: taken from Bohanec & Rajkovič (1999) 
The multi-attribute decision model generally consists of two types of 
components: the attributes (X
i
) and the functions of utility (F
i
). Attributes, 
also known as parameters and criteria, are variables which stand for sub-
problems of the decision model. They are arranged in a hierarchical 
structure, which represents the mutual dependence among the attributes: 
high-level attributes depend on their immediate descendants. According 
to the position the attributes are classified between the basic attributes 
(terminal nodes of the tree) and the aggregate (internal nodes) attributes. 
Within the model each aggregate attribute has a function of utility F, 
which determines the dependence of the attribute of the immediate 
descendant in the structure. The options are described with the values of 
the basic attributes (a
i
). Evaluation of variations is running from the 
bottom up, i.e. with the gradual joining of values in accordance with the 
model structure and the functions of utility (Bohanec et al., 2000; 
Bohanec & Rajkovič, 1999). 
A number of disciplines in various scientific fields i.e. philosophy, 
psychology, economy, mathematics, decision theory, decision analysis 
deal with decision making problems. There is a trend of research in the 
field of the method of choice (Anderson & Goltsi, 2006). The question on 
how to facilitate the decision maker in order to make the decision more 
systematic, better organized and how to facilitate the journey towards the 
most qualitative decision is becoming increasingly important. The decision 
v(a
i
)
v*(x
5
, x
4
, …, x
n
)
x
5
x
1
x
2
x
3
x
4
x
n
v
5
(x
1
, x
2
, x
3
)
… …
Evaluation result
Utility function
Aggregate attributes
Utility function
Basic attributes
… … … … … … … … … … … … … …
a
m
… …
… … … … … … … … … …
… …
… … … …
x
1
(a
1
) x
2
(a
1
) x
3
(a
1
) x
4
(a
1
) x
n
(a
1
) … …
a
2
a
1
Variables

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
   Uprava, letnik X, 1/2012 151 
making support is a wide discipline, which deals with supporting people in 
the decision making process. It is a part of the decision sciences that also 
comprise normative and descriptive approaches to decision making 
(Clement, 1996). It contains a number of disciplines, such as operation 
research, decision analyiss, decision support systems, group decision 
support (Mallach, 2000; Triantphyllou, 2000). 
A number of methods and computer programs have been developed in 
order to facilitate the decision making (i.e. decision support systems). 
Methods of multi-attribute decision making have a solid theory base within 
the framework of the decision theory and the theory of utility on one side, 
and a successful practical use in supporting demanding decision making 
processes on the other side. The theory of multi-attribute decision making 
offers a formal base for the development of the model, where the key 
criterion remains the joining of evaluations of individual parameters into 
one complex evaluation (Bohanec & Rajkovič, 1999; Chankong & 
Haimes, 1983; Klein & Methlie, 1995). All the options need to be 
decomposed into individual criteria (criteria, attributes) and separately 
evaluated on the basis of each parameter. The final evaluation of the 
variation is achieved via association. The volume of the evaluation 
derived from such a process is the basis for the choice of the most 
appropriate option (Rajkovič et al., 1999). 
4 Use of the DEXi system in choosing the public 
relations media 
In the article the approach to the solution of the problem on the choice of 
the media for public relations is based on multi-attributive decision 
making in expert systems. As already mentioned, the basic principle of the 
multi-attribute decision making methods is the decomposition of the 
decision problem onto smaller, less complex problems, allowing 
transparency and comprehension of the decision problem, and 
simultaneously making a quality and explainable decision. The model is 
designed with the support of the DEXi system, because it inables modeling 
and it is user-friendly.The formation of the decisive model was based on 
the following phases: problem identification, criteria identification, 
definition of utility functions, and description of options, evaluation and 
analysis of the options. 
In this chapter, the prototype of the decision model for the choice of the 
medium for the Faculty’s public relations is presented. The decision model 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
152 Uprava, letnik X, 1/2012 
is the basis for the decision on the media, which the Faculty is to use for 
its public relations. 
The criteria vital for the planning and realization of the public relations 
program are the basis of the decision model and were designed after a 
careful study of the existing expert literature and the current state of affairs 
in the field of public relations at the Faculty. The DEXi system is used for 
the execution; the software follows the concept of multi-parameter 
evaluation as it decomposes the basic problem onto smaller, less complex 
sub-problems. The evaluation of the option is calculated with the 
processes of association of partial evaluation of attributes, such as for 
example the weight sum. The process is founded in such a way that the 
decision-maker can clearly express his/her preferences, i.e. the levels of 
(un)desirability of the options, which are used for the evaluation of the 
variable. DEXi supports the methodology in a very intuitive and user-
friendly way with a relatively wide range of choices for presenting the 
results of modeling and evaluation. This allows an interactive execution of 
the evaluation process steps without any difficulties. 
The formation of the decisive model was based on the following phases: 
problem identification, criteria identification, definition of utility functions, 
and description of options, evaluation and analysis of the options. 
4.1 Problem identification 
The Faculty has not yet set up an information technology system to 
support the public relations. The article presents the decision model for 
the choice of the media in public relations in the case of the Faculty. The 
approach to the solution of the problem on the choice of the media for 
the execution of public relations in the article is based on multi-attributive 
decision making in expert systems. 
The activities which have been completed in the field to date are the 
following: theoretical and comparative research of the problem; studies in 
the field of press alternatives; studies of the methods of communication 
appropriate for public relations; study of web pages of other faculties’; 
proposition for the internal model for web-based informing, the internet, 
brochures, activities at the beginning of the academic year. 
The staff of the faculty’s department and external members of the staff, 
who help to write and design the information, are the decision-makers, 
choosing the most appropriate medium to carry out the PR. With the best 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
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choice of the medium, they also aim to achieve one of the goals, set by 
the Faculty, i.e. its visibility on the national and the international level. 
Thereafter, the general goal of the decision process is the choice of the 
best media to carry out the public relations program. Given that many 
forms of media can be used to carry out the public relations program, the 
decision-maker can decide, on the basis of evaluation of the designed 
decision model, which media should be chosen as the main media and 
which as the support media. Numerical classification and with that the 
choice of the main and the support media is possible thanks to the 
quantitative display of the adequacy of the medium. The medium, which 
receives evaluation grade 5 after the evaluation, is chosen by the 
decision-maker to be the main medium; the media receiving lower grades 
are chosen to be the supporting ones. The media, which receive the 
lowest grade 1, are not to be chosen to carry out the public relations. 
4.2 Criteria Identification 
The model criteria, which need to be taken into consideration during the 
decision-making process, are listed in the Annex. They have been 
designed on the basis of the research of the literature on the subject of 
public relations and on the practical experience. 
The literature (Rice & Atkin, 2004; Kotler & Armstrong, 2006; Theaker, 
2004) states that the execution of public relations must be arranged 
according to the realistic goals the program aims to achieve, the public 
target must be determined, the message created, the dynamics of media 
appearances and the costs of the program must be determined as well. 
In order to simplify the evaluation, the criteria are divided into three 
conceptual entities: 
 the first group target contains recommendations, which deal with 
the identification of target publics and the recommendation of the 
medium through which the desired goals are to be achieved; 
 the second group publication contains recommendations, which 
address the creation of the messages and the dynamics of media 
appearances; 
 the third group price, contains the costs included in the press 
relations program. 
The criteria, designed on the basis of the studies of Faculty’s experience, 
are the ones dealing with the ability to reach target publics. Every 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
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154 Uprava, letnik X, 1/2012 
organization has its target publics, which makes it reasonable to adjust 
the model in this part. This should not be problematic, since the authors 
took this into account during the construction of the model and therefore 
the conclusions could be generalized. 
As already mentioned, the criteria were distributed into three basic entities: 
target, publication and price. These groups represent criteria derived from 
the multi-criteria model. The criteria target can take the value not 
achieved, partly achieved or entirely achieved. The criteria publication can 
be classified as unacceptable, acceptable or very acceptable. The criteria 
price can be evaluated under unacceptable, acceptable or very 
acceptable. With all the model criteria, the value is always increasing, 
which means that higher value is better than the lower one. 
The first group of the aggregate criteria under the target category is 
composed of two aggregate criteria: availability and advisability. The 
constituent parts of the availability criterion are: internal public, external 
public and students. Identification of target publics is one of the main 
building blocks of public relations. In order to establish successful public 
relations, it must first be established towards whom the relations will be 
directed; whether it is possible to transmit information via the chosen 
medium; whether it is possible to adjust to local particularities; whether 
there is a possibility that its message will attract the existing and potential 
business partners, students and others. The Faculty’s internal publics are 
the following: administration (the dean, the senate, the boards), 
pedagogical staff (i.e. lecturers, assistants, librarians and foreign experts), 
non-pedagogical staff (i.e. administration staff, researchers, receptionists). 
The Faculty’s external publics are: state administration (chambers, 
associations, institutes, government agencies, other), the financial sources 
(donors, sponsors, bursary donors and others), the wider/general public 
(tax payers, radio, television, newspaper, magazine press, others). The 
students criterion comprises: undergraduate students (regular, part time, 
students with special needs and others), post-graduate students (the 
employed, unemployed), foreign students (international exchange 
students, others). The constituent parts of the advisability criterion are: 
communication with publics, preservation of communications and 
comprehension. Communication is the exchange of information between 
the organization and the public. Preservation is the keeping of the 
information from the other party. Comprehension is when the organization 
and the public share the same understanding of a problematic issue. 

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The second group of the aggregate criteria, under the joint category 
publication, contains two aggregate criteria: the message and the 
execution. The building blocks of the message criterion are: the content of 
the message, the structure of the message and the form of the message. 
The message the organization transmits to the public must be the one 
which best fulfils the needs and the wishes of the public, the offer of the 
product to the service itself. During the formation of the message, four 
questions must constantly be answered, what to say, how to say it in a 
sensible way, how to produce a symbolic frame and who should transmit 
the message. The constituent parts of the execution criterion are: the 
scope of survey, the number of surveys and the frequency of appearances. 
Prior to the execution of public relations, the practitioner must find out 
what should the scope of survey be (in the local and the international 
market), what should the frequency of appearances be and what should 
be the quantity of surveys in a chosen medium. In the scope of survey, the 
practitioner should be considering whether the scope fulfils the needs of 
the organization, meaning she/he must find out whether a large enough 
part of the target public listens to, reads, watches etc. the medium 
executing public relations. The frequency of appearance considers how 
many times a day, a week etc. should the message appear in the media. 
The third group of the aggregate criteria, joint under the price category 
comprises: the acquisition of media and the preparation of materials. The 
expenses of media acquisition include banquets, organized to attract the 
media, by showing oneself in a positive light. The expenses of the 
preparation of materials include fee for the publicity creators, payment of 
technical expenses and fee for the occurring intellectual property rights. 
On the basis of the identified criteria, a tree of criteria has been designed 
to evaluate the adequacy of media for the execution of public relations 
(see Annex). The criteria tree clearly shows the relation between the 
defined basic and aggregate criteria (in bold print), i.e. the hierarchy of 
criteria. The basic criteria are pictured as the leaves of the decision tree. 
4.3 Definition of utility 
Beside the criteria, the knowledge base is also determined by the utility 
function (F
i
), for all the aggregate criteria down to the roots of the tree, 
which is the final evaluation of options. These are the rules of decision 
making in the nodes of the tree, which determine the value of each 
criterion, with the exception of leaves of the tree. On the basis of mutual 

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dependence of bottom placed criteria, the aggregation function 
determines the value of the aggregated attribute (Bohanec & Rajkovič, 
1999). The utility function must be substantially adequate; it must namely 
assign greater value to the better option. 
Figure 2: Example of the utility function for the evaluation of medium adequacy 
aggregate criterion 
 
 
Figure 2 shows the aggregate criterion of the evaluation of medium 
adequacy evaluated with the grade 1, if the criterion target reaches the 
lowest stock of value (not achieved), regardless of the value the criteria 
publication and price managed to achieve. The evaluation of the medium 
adequacy is evaluated as 1, if the criterium target reaches the values, 
lower than that of partly achieved, while the criteria publication and price 
reach the lowest value (bad or unacceptable). The adequacy of medium is 
evaluated with grade 5, if the criteria target scores the highest value, i.e. 
entirely achieved, where criteria, publication and price must achieve at 
least the good or acceptable targets, i.e. the medium or maximum value. 
Figure 2 also clearly shows, how the target criterion is the most important, 
i.e. scores the highest in the evaluation (58,70%), followed by the criterion 
publication, which influences the evaluation in the proportion of 23,91%, 
the last criterion being the price, which influences the evaluation in the 
share of 17,39% of the overall evaluation. The stocks of value are 
determined by the practitioner, in our case a public relations officer, on 
the basis of knowledge, acquired information, experience or by following 
his/her intuition. 

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4.4 Description of options 
The media via which the organizations can perform public relations are: 
radio, television, newspapers, magazines, billboards, and the internet, 
flyers, and public events, events for smaller groups of people, 
announcements and other. Each medium has its general features, 
advantages and weak points. 
The described model allows the choice of media. After choosing the 
media, the actual media transmitters must also be chosen which cannot 
be done with the help of the model, so this decision is therefore for the 
practitioner to make. In this case her/his choice is based on the price and 
the exclusivity of the individual product. A new model should be 
established for the decision on actual medium transmitters. All the 
transmitters within the individual medium should be considered for the 
establishment of a new tree. 
In our case the chosen options were: the internet, events, press 
conferences, publications and press releases, because these are the most 
appropriate media. 
The Internet represents the internal information network, which allows 
quicker and fuller flow of information and more rational, faster and more 
efficient business. It easily displays an integrated collection of updated 
information and allows efficient feed-back; it unites color, picture, sound, 
movement, it makes it easy to reach a large population; the expenses are 
not high and longer period of exposure is possible. 
The performance of events for a larger number of people includes 
planning, concept, organization, management, execution of the key 
communication tool, their main goal is to offer a situation where people 
meet. The goals of the organization can only be achieved, if the desired 
target public participates at the events. The events organized by the 
Faculty for its target public are: social events, anniversaries, expert 
excursions, presentations, annual staff meetings, opening lectures, 
seminars, initiation parties for first year students, etc. 
Events for smaller groups of people are similar to meetings, at their 
occasion public relations officers release their message via television, 
radio or press media. 
The publications, published by the Faculty are presentation brochures in 
Slovene and foreign languages, annual business reports, information 

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materials about the structure of the Faculty, newsletters, magazines and 
other. With publications it is possible to reach a large number of the 
population, to gain trust. Publications have no time limits, a personal 
approach towards the chosen publics is possible, so are quality 
reproduction, long life expectancy, transition among target publics etc. 
The downside of publications is the possibility for potential mis-
interpretations, high cost and other. 
4.5 Discussion on evaluation and analysis of options 
Each of the above mentioned options is appropriate for the execution of 
the Faculty’s public relations. Use of the decision model enables us to 
choose the basic media and to make a list of support media according to 
their utility. 
In order to achieve this, we must find out whether it is possible to transmit 
the message through the chosen media to the chosen public; whether the 
scope of appearances fulfils the needs of organization; whether it is 
possible to achieve a high frequency of repetition; is it possible to adjust 
the message to local specifications; how many times can the released 
messages be detected; what are the costs, etc. The media works similar to 
the human brain, when a term becomes well established in the media, it is 
difficult to modify it, and the choice of the appropriate media is therefore 
a crucial one. 
The evaluation, which is carried out in the designed decision model, takes 
shape as the public relations practitioner evaluates the chosen options on 
the basis of all criteria determined in the model. Determined stocks of 
value of all the basic and the aggregate criteria and their decision rules 
i.e. functions of utility, all influence the final evaluation of the option (the 
percentage of the importance of the basic criterion within the derived 
criterion). The best option is the one which scores the highest final grade 
on the evaluation of the media adequacy. 
At the end of the article, there is a table of the results of the evaluation. 
The final evaluation could also be determined, if the evaluations of the 
options would not contain the evaluations of all possible criteria, meaning 
that the options could take any other value. In such case, there would be 
intermediate evaluations. In order to avoid them in the testing of the 
model, all the options were evaluated according to all the criteria. In this 
case, the term intermediate evaluation means the final evaluation of 

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Decision Model for the Media Selection 
   Uprava, letnik X, 1/2012 159 
the media adequacy is between two evaluations. If we take the example of 
an event for a smaller number of people: in our case the evaluation is 1, 
but if some of the criteria would take whichever value, the final evaluation 
would be between 1 and 2, and it would appear in the table as 1:2. 
If we compare the results of the evaluation of individual options, we can 
see that the highest value for the adequacy of the execution of public 
relations, evaluation 5, goes to the internet, and the lowest, evaluation 1, 
goes to an event for a smaller number of people. The results of the 
evaluation allow us to conclude, that the most adequate public relations 
media is the internet, followed by publication and an event for a larger 
number of people. 
The DEXi software system shows the representation of the evaluation 
results in individual criteria. Figures 3 to 6 show the results of the 
evaluation criteria: goal, price, execution, message, advisability, availability, 
on the basis of which the model analysis were performed. 
On the basis of the evaluation of individual criteria, it was found out, that 
the option publication has better evaluation of the criterion message and 
lower evaluation of the criterion advisability than the variable event for a 
larger number of people. Because the message criterion has greater 
influence onto the final evaluation than the advisability criterion, the final 
evaluation of the publication variable is higher. The variable internet is the 
variable with the best evaluation according to all the stated criteria. 
Figure 3: Results of evaluation based on individual criteria for the publications 
 
 
acceptable 
partly achieved recommendable 
partly achieved 
Execution 
Price 
Goals 
Message 
Recommendability 
Availability 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
160 Uprava, letnik X, 1/2012 
Figure 4: Results of evaluation based on individual criteria for the events for 
smaller groups of people 
 
 
Figure 5: Results of evaluation based on individual criteria for the internet 
 
 
On the basis of the results of the evaluation and their analysis, the chosen 
medium for the press relations is the internet. If we predict that the two-
way symmetric model, as envisaged by Gruning (Hunt & Gruning, 1994), 
truly is the most successful press relations model, than we can conclude, 
that our evaluation is correct. The option allows the management of press 
relations, offering a dialogue between the organization and the publics 
(i.e. surveys on the Faculty’s webpage) to allow mutual adjustments and 
mutual benefits. 
acceptable 
partly achieved 
appropriate 
partly achieved 
Execution 
Price 
Goals 
Message 
Recommendability 
Availability 
Execution 
Price 
Goals 
Message 
Recommendability 
Availability 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
   Uprava, letnik X, 1/2012 161 
Figure 6: Results of evaluation based on individual criteria for the events for 
larger number of people 
 
 
5 Conclusions 
Organizations communicate within themselves and also with others in the 
environment because they do not exist in isolation. Thus they 
communicate with communities, governments, customers, financial 
institutions and others that have relationships with them. It is crucial for the 
public relations that the organization management participates which 
means that the goals of public relations must be precisely defined, 
together with actual tasks, careful planning of activities, an organizational 
structure which allows the achievement of goals. The control functions 
must also be set up, the results must be evaluated. The same goes for 
content, methods and the dynamics of the performance, which should be 
adjusted to the given circumstances. 
The article presents the decision model for the choice of the media in 
public relations in the case of the Faculty. The approach to the solution of 
the problem on the choice of the media for the execution of public 
relations in the article is based on multi-attributive decision making in 
expert systems. The basic principle of the multi-attribute decision making 
methods is the decomposition of the decision problem onto smaller, less 
complex problems, which allow transparency and comprehension of the 
decision problem, and simultaneously allow reception of a quality and 
Execution 
Price 
Goals 
Message 
Recommendability 
Availability 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
162 Uprava, letnik X, 1/2012 
explainable decision. The model is designed with the support of the DEXi 
system. 
The decision can be made without the support of the system, but the 
model allows easier decision making, especially when a large number of 
criteria, options and complex decision-making rules, which are all 
included in the designed model, must be taken into consideration before 
the decision is made. Before the execution of the press relations program 
and simultaneously the choice of the medium, there is a need for a careful 
study of the target groups, for the design of the message and last, but not 
least, the amount of expenses needs to be calculated. The 
recommendations stated here are designed into the aggregate model 
criteria. The model calls for the decision maker’s knowledge of the 
positive and negative features of the medium, which represents the 
decision making options within the model. 
The model is a helpful tool for the support of decision making in the case 
of demanding decisive situations, which are based on a large number of 
influential factors of the variables (the article presents the choice of four 
variables). The model is an important contribution to a more systematic 
and quality decision-making; it can however not substitute a human 
decision-maker, responsible for the final decision. 
In the design of the decisive model and the determination of decisie rules 
for the derived criteria, the knowledge on the subject of decision making 
is called for, similarly, there is a need for specific knowledge to construct 
hierarchy of the decision tree on the basis of links in the content of the 
criteria and the determination of reasonable value stock and the derived 
criteria. 
The use of experimental system methods allows the transparency of the 
model and explains the decisive knowledge and the decision itself. It is the 
management of the decisive knowledge with the help of modern methods 
of artificial intelligence, which lead to defined and widely comprehensible 
decisions, diminishing the possibility of bad, i.e. incorrect decision. The 
model directs the decision maker into thinking, information gathering on 
the problem of the choice of the media and minimizes the ignorance of 
factors, which influence the final decision. The model, based on the 
evaluation of a number of influential criteria, cuts the danger of making 
the wrong decision, the cost and the risks occurring when the decision is 
being made. 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
   Uprava, letnik X, 1/2012 163 
The main advantages of the model are the following: The explanation of 
the final evaluation is possible (explanation on how each individual 
evaluation was acquired according to the value of the criteria and of the 
applied decision-making rules), so are the "what-if" analysis, performed 
with the change of options descriptions, their second evaluation and the 
comparison of thus acquired results with initial results and the selective 
explanation of options. The decision-making process is transparent, with 
table and graphic presentations of the evaluation and of the entire 
process of the method. Model allows rational decision making, based on 
decision-finding, results analysis and decision evaluations. It also allows 
further improvements. The model is not currently used in practice; it is 
designed so that the Faculty can use it in practice. 
6 Annex 
Figure 7: Tree of the criteria for the evaluation of adequacy of the media for the 
execution of public relations 
 
  

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
164 Uprava, letnik X, 1/2012 
Mag. Tatjana Kozjek workes at the Faculty of Administration, University of 
Ljubljana as an assistant in the field of public sector organizations. She 
explores and examines the scope of public sector organizations and 
human resource management; participates in internal and external 
projects, the preparation and execution of exercises for students and 
seminars for civil servants. 
Dr. Vladislav Rajkovič is a professor emeritus of information system at 
University of Maribor, Faculty of Organizational Sciences, and a senior 
researcher at the Intelligent Systems Department at Jožef Stefan Institute. 
His research interests focus on information systems and artificial 
intelligence methods for supporting decision processes and education. 
Dr. Marko Ferjan is a full professor at the University of Maribor’s Faculty 
of Organizational Sciences. He received his master’s degree and 
doctorate at the University of Maribor. The topic of his master’s thesis was 
business communication, and his doctoral dissertation addressed 
educational planning. His articles have appeared in Slovenia and abroad, 
and he has published research in the Journal of Economics (ISSN 0013-
3035). He has authored a number of books on business communication 
and educational planning, with his latest book appearing in October 
2005. His very first book Skrivnosti vodenja šole k znanju, uspehu in 
ugledu (The Secrets of Leading a School towards Knowledge, Success and 
Reputation, 1996) met with an International response and was reviewed in 
the International Journal of Lifelong Education (vol. 16, no. 4). 
  

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
   Uprava, letnik X, 1/2012 165 
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Strategies and Tactics. Harper Collins.  

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Decision Model for the Media Selection 
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POVZETEK 
ODLOČITVENI MODEL ZA IZBIRO MEDIJA PRI 
IZVAJANJU ODNOSOV Z JAVNOSTMI 
Ključne besede: odnosi z javnostmi, informacijska tehnologija, več-
parametrsko odločanje, odločitveni model, DEXi 
Komunikacijski proces predstavlja enega pomembnejših procesov 
človekovega sodelovanja in ustvarjanja. Komuniciranje je v vsakdanjem 
družbenem in gospodarskem življenju izredno pomembno in 
nepogrešljivo. Brez komunikacij ne more delovati nobena organizacija, 
saj imajo velik vpliv na odnose med vsemi, ki v organizaciji stremijo k 
obvladovanju delovnega procesa in doseganju skupnih ciljev. Pozornost 
je treba nameniti tudi odnosom z javnostmi. Vse dejavnosti odnosov z 
javnostmi je treba načrtovati, upravljati in vrednotiti. Zlasti pomembno je 
načrtovanje, iz katerega sledi izvajanje. Za odnose z javnostmi je bistveno, 
da so vključeni v menedžment organizacije. To pomeni, da morajo biti 
natančno opredeljeni cilji odnosov z javnostmi; konkretne naloge; skrbno 
planirane dejavnosti; vzpostavljena taka organizacijska struktura, ki 
omogoča doseči cilje; izvajati je treba kontrolno funkcijo; vrednotiti 
rezultate; vsebino, metode ter dinamiko izvajanja po potrebi prilagajati 
konkretnim okoliščinam. Odnosi z javnostmi se lahko uporabljajo kot 
pomoč pri povečanju prepoznavnosti produktov, ljudi, krajev, idej, 
aktivnosti, organizacij in tudi narodov (Kotler & Armstrong, 2006). 
Njihovo osnovno ogrodje so komunikacije (Hunt & Gruning, 1994), 
bistvo pa je v odločanju. 
Odločanje je običajno del splošnega reševanja problemov in nastopa kot 
pomembna mentalna aktivnost na praktično vseh področjih človekovega 
delovanja. Težavnost odločitvenih problemov je zelo raznolika. Sega od 
enostavnih osebnih odločitev, ki so večinoma rutinske in se jih velikokrat 
niti ne zavedamo, vse do težkih problemov skupinskega odločanja, na 
primer pri vodenju, upravljanju in planiranju v podjetjih, kadrovskem 
odločanju, medicinski diagnostiki in vrsti drugih področij. 
Najpomembnejši problemi, ki nastopajo pri odločanju o izboru medijev v 
primeru, ki ga obravnava prispevek, izvirajo iz: velikega števila 
dejavnikov, ki vplivajo na odločitev; številnih oziroma slabo definiranih ali 
poznanih variant; zahtevnega prepoznavanja odločitvenega problema in 
ciljev odločitve. 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
   Uprava, letnik X, 1/2012 167 
V podporo pri odločanju je bilo razvitih tudi mnogo metod in 
računalniških programov za podporo odločanja (angl. Decision Support 
Systems (DSS)). Metode večparametrskega odločanja (angl. Multi-
Attribute Decision Making) so po eni strani dobro teoretično osnovane v 
okviru odločitvene teorije in teorije koristnosti, po drugi strani pa se 
uspešno uporabljajo v praksi pri podpori zahtevnih odločitvenih 
problemov. Teorija večkriterijskega odločanja nudi formalno osnovo 
izgradnji modela, kjer je ključni kriterij povezovanje ocen po posameznih 
parametrih v celostno oceno (Bohanec & Rajkovič, 1999; Chankong & 
Haimes, 1983; Klein & Methlie, 1995). Variante je treba razgraditi na 
posamezne parametre (kriterije, atribute) in jih ločeno oceniti glede na 
vsak parameter. Oceno variante se dobi s postopkom združevanja, tako 
izpeljana vrednost je potem osnova za izbor najustreznejše variante 
(Rajkovič et al., 1999). 
Rajkovič in drugi (1999) ločijo naslednje elemente odločitvenega procesa: 
(množico variant A: a
1
, a
2
, a
3
, …, a
m
, …; preferenčno relacijo P, ki uredi 
množico A po zaželenosti, ustreznosti oziroma koristnosti, pri čemer a P b 
pomeni, da imamo varianto a rajši kot varianto b; funkcijo koristnosti v(a), 
ki izmeri stopnjo zaželenosti variante a tako, da za vsak par a, b iz A velja: 
a P b ↔ v(a) > v(b); racionalno odločitev, ki pomeni izbiro tiste variante a
i
 
iz A, ki je najbolj zaželena: v(a
i
) = max(v(a) : a ϵ A). Pri večparametrskem 
odločanju pa imamo množico parametrov X: x
1
, x
2
, ..., xn, pri čemer je 
x
i
: A → D
i
, kjer so D
i
 zaloge vrednosti i-tega parametra. Variante opišemo 
z naborom (vektorjem) vrednosti v ٭: D
1
 X D
2
 X … X D
n
 → D. Funkcijo 
koristnosti v: A → D nadomestimo z v ٭: D
1
 X D
2
 X … X D
n
 → D, pri čemer 
predpostavimo: v(a
i
) = v ٭(x
1
(a), x
2
(a), x
3
(a), ...,x
n
(a)). Funkcija koristnosti 
predstavlja združeno meritev koristnosti po vseh parametrih. Je kriterijska 
funkcija, s katero določimo koristnost variant na osnovi kriterijev in 
njihovih povezav. 
Večparametrski odločitveni model je tako v splošnem sestavljen iz dveh 
tipov komponent: atributov (x
i
) in funkcij koristnosti (F
i
). Atributi, imenovani 
tudi parametri ali kriteriji, so spremenljivke, ki ponazarjajo podprobleme 
odločitvenega problema. Urejeni so v hierarhično strukturo, ki ponazarja 
medsebojne odvisnosti med atributi: višjenivojski atributi so odvisni od 
neposrednih naslednikov. Glede na položaj ločimo atribute na osnovne 
(končna vozlišča – listi) in izpeljane (notranja vozlišča). V modelu je za 
vsak izpeljani atribut določena funkcija koristnosti F, ki opredeljuje 
odvisnost tega atributa od neposrednih naslednikov v strukturi. Variante 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
168 Uprava, letnik X, 1/2012 
opišemo z vrednostmi osnovnih atributov (ai). Vrednotenje variant poteka 
"od spodaj navzgor", to je s postopnim združevanjem vrednosti v skladu s 
strukturo modela in funkcijami koristnosti (Bohanec et al., 2000; Bohanec 
& Rajkovič, 1999). 
V prispevku je prikazan odločitveni model za izbiro medijev pri izvajanju 
odnosov z javnostmi. Novost modela je v uporabi sodobne informacijske 
tehnologije, s posebnim poudarkom na metodah umetne inteligence v 
postopkih odločanja, ki omogočajo transparentnost in razlago 
odločitvenega znanja in odločitve same. V okviru rešitve je opisana 
realizacija modela s pomočjo programskega sistema DEXi. Model 
upošteva tako kvantitativna kot kvalitativna merila izbora. S tem je 
dosežena celovitejša slika o medijih in ciljih, ki se jih želi z odločitvijo 
doseči. Opredeljeni so temeljni elementi modela, kot so: ciljna javnost; 
cilji, ki jih želi organizacija doseči z odnosi z javnostmi; sredstva, 
namenjena odnosom z javnostmi; sporočila, ki jih želimo posredovati 
javnostim; in drugo. Kriteriji, ki so sestavni del odločitvenega modela, so 
bili oblikovani na podlagi proučevanja literature s področja odnosov z 
javnostmi in praktičnih izkušenj na fakulteti. 
Odločitveni model je podlaga za sprejem konkretne odločitve za izbor 
medijev, preko katerih fakulteta izvaja odnose z javnostmi. Delovna 
hipoteza, ki je bila pred oblikovanjem modela postavljena, je: z ustrezno 
tehnologijo za upravljanje znanja je mogoče oblikovati večkriterijski 
odločitveni model za izbiro medija pri izvajanju odnosov z javnostmi v 
konkretni organizaciji. Cilj je bil torej oblikovanje modela z upoštevanjem 
tako kvalitativnih kot kvantitativnih meril izbora, ki bi dala jasen vpogled 
na problem izbire medijev pri izvajanju odnosov z javnostmi. Kvalitativna 
merila izbora so (v zalogah vrednosti) upoštevana pri kriterijih cilji, objava 
in cena, kvantitativna merila izbora pa pri kriteriju ocena primernosti 
medija, saj zaloga vrednosti zavzema kvantitativne vrednosti. Pristop k 
rešitvi problema izbire medijev za izvajanje odnosov z javnostmi, 
opisanem v članku, temelji na večkriterijskem odločanju in ekspertnih 
sistemih. Osnovni princip metod večkriterijskega odločanja je razgradnja 
odločitvenega problema na manjše, manj kompleksne probleme, kar 
omogoča transparentnost ter razumevanje odločitvenega problema, hkrati 
pa sprejem kakovostnejše in razložljive odločitve (Bohanec & Rajkovič, 
1999; Klein & Methlie, 1995). 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
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Oblikovanje odločitvenega modela je sledilo naslednjim fazam: 
identifikacija problema, identifikacija kriterijev, definicija funkcij 
koristnosti, opis variant ter vrednotenje in analiza variant. Vsaka izmed 
variant je primerna za izvajanje odnosov z javnostmi na fakulteti. Uporaba 
odločitvenega modela pa omogoča izbrati osnovni medij ter po 
primernosti razvrstiti podporne medije. Da bi lahko to dosegli, je treba 
ugotoviti, ali je preko konkretnega medija mogoče posredovati sporočilo 
želeni ciljni javnosti; ali obseg spremljanja zadosti potrebam organizacije; 
ali je možno doseči visoko frekvenco ponavljanja; ali je možno sporočilo 
prilagajati lokalnim posebnostim; kolikokrat je možno spremljati oddano 
sporočilo; kolikšna je cena in drugo. Mediji namreč delujejo tako kot 
človeški možgani, ko se neki izraz v medijih uveljavi, ga je težko 
spremeniti, zato je izrednega pomena, da je izbor medijev pravilen. 
Vrednotenje poteka v oblikovanem odločitvenem modelu tako, da praktik 
odnosov z javnostmi izbrane variante oceni na podlagi vseh kriterijev, ki 
so določeni v modelu. Na končno oceno variante vplivajo določene 
zaloge vrednosti vseh osnovnih in izpeljanih kriterijev ter njihova 
odločitvena pravila oziroma funkcije koristnosti (odstotek pomembnosti 
osnovnega kriterija znotraj izpeljanega kriterija). Najboljša je tista 
varianta, ki ima končno najvišjo oceno primernosti medija. 
Samo odločanje sicer lahko poteka tudi brez sistema za podporo 
odločanja, model pa omogoča lažje odločanje, saj je pred odločitvijo 
treba paziti na vrsto kriterijev, variant in zapletena odločitvena pravila, ki 
so upoštevana v oblikovnem modelu. Pred izvedbo programa odnosov z 
javnostmi in s tem izborom medija je treba skrbno proučiti ciljne javnosti, 
cilje, oblikovati sporočilo ter vedeti, koliko sredstev se lahko porabi. 
Omenjena priporočila so oblikovana v izpeljane kriterije modela. Model 
od odločevalca zahteva poznavanje pozitivnih in negativnih lastnosti 
posameznih medijev, ki v modelu predstavljajo variante odločanja. Model 
tako pomembno prispeva k bolj sistematičnemu in kakovostnemu 
odločanju, vendar ni nadomestilo za človeka, ki je odgovoren za sprejeto 
končno odločitev. Rezultati vrednotenja praktikom omogočajo tudi 
razlago sprejetih odločitev. Model, ki temelji na vrednotenju več vplivnih 
kriterijev, tako zmanjša nevarnost sprejema nepravilne odločitve in s tem 
tudi stroškov in tveganja, ki nastanejo ob njenem sprejemu. Bistvene 
prednosti modela so: omogočena je razlaga končne ocene (razloži, kako 
je bila vsaka posamezna ocena pridobljena glede na vrednosti kriterijev in 
uporabljenih odločitvenih pravil) ter analiza tipa "kaj-če", ki je izvedena s 

Tatjana Kozjek, Vladislav Rajkovič, Marko Ferjan 
Decision Model for the Media Selection 
170 Uprava, letnik X, 1/2012 
spremembo opisa opcij, njihove ponovne ocenitve in primerjave dobljenih 
rezultatov s prvotnimi rezultati ter selektivna razlaga opcij. Sam odločitveni 
postopek je pregleden, saj so tabelarno in grafično prikazani rezultati 
ocenjevanja in celotnega poteka postopka. Model omogoča racionalno 
odločanje, ki temelji na snovanju odločitev, analizi rezultatov ter 
ocenjevanju odločitev.