Public Relations in Public Administration: Role and Management, in a Socio-Political Marketing Context

Abstract

Many agree that PR and marketing are at their best when used together, when it comes to local public administration institutions there is the need for both an individual and symbiotic approach of the two. Taking into consideration that public interest organizations act within public space, PR represents a public communication strategy. Thus they present the role of generating a climate and state of social normality and, especially in democratic societies, PR plays the part of generator of communication flows between public institutions, citizens and stakeholders. In a social-political marketing context, envisaged as an aggregate of processes, with a multiple purpose, the generator which is PR must unfold coherently for each of the processes. It is our purpose in this paper to depict the PR role and management in the case of one local public administration institution (Bacau Prefect Institution), in a socio-political marketing context.

Communication pedagogy in public affairs programs: Insights from a study of MPA and MPP curricula

“…Public relations is a strategic act of communication by an organization with the goals of promoting its achievements and improving its image with internal and external stakeholders (Lamizet and Silem, 1997). Lee (2014, p.5) defined public relations as “the venue for government agencies to engage in the public accountability that they are obligated to in a democracy.” The primary objective of an organization’s public relations is to gain the trust of the public for the services it provides, understand and anticipate stakeholder expectations, and establish an institutional image (Pocovnicu, 2014). Political marketing and public relations can be adequately performed by administrators by establishing better communication mechanisms in their organizations.…”