Croatian Public Relations Terminology – Overview and Guidelines for Terminological Regulation

Sa？etak In this paper, the authors give an overview of Croatian terminology in public relations and point out its functional stratification and the need for its regulation, for which they present specific guidelines. Using examples of synonymous pairs and sequences in public relations terminology currently used in Croatian they demonstrate in detail the application of basic and supplemental principles of terminology standardization and explain the criteria based on which a certain term is given precedence over another or others in the terminology standardization process. In the final chapter guidelines are provided for the compilation of a relevant, corpus-based and normative public relations dictionary conceptualized in line with topical e-lexicography criteria in relation to specialized (terminology) dictionaries. The appendix to this paper contains a brief normative monolingual Croatian public relations dictionary