PARCO

 

Institutional Communication

 

1. Communication planning
2. Organizational issues
3. Coordination and standards setting
4. Human resources
5. Media related activities
6. Media monitoring
7. Direct communication with the public - Freedom of Information Act (FOIA)
8. Websites
9. Direct communication with citizens
10. Public campaigns
11. Outcome measuring
12. Cooperation with civil sector

 

This reform area is divided into 12 subsections. The first subsection refers to the strategic approach to institutional communication. It is envisaged that the Council of Ministers / Governments at all levels of government adopt a communication strategy and that each institution has its annual communication plans. Planning of institutional communication must be linked to overall strategic planning by the Council of Ministers/Governments and individual institutions.


Emphasized is the need for horizontal coordination of PR units at each individual level of government. Vertical coordination between levels of government is also envisaged, especially through the existing mechanism of the supervisory team, and possibly through other mechanisms (working groups etc.).

 

In the segment of human resources, designing of standardized descriptions and requirements for positions in PR units is envisaged. The second objective is to develop and implement training for PR officers in strategic communication and public relations, as well as in other areas relevant to their work.

 

The fifth chapter of the reform area of the revised RAP 1 deals with substantive matters. Activities to improve communication with the media (guide books, handbooks, lists of journalists, regular events) and media monitoring (the sixth chapter) are also planned.


The seventh chapter deals with direct communication with the public - implementation of the Freedom of Information Act (FOIA). All levels of government have adopted the laws, and in the coming period their consistent implementation is required. The web sites must be regularly updated, rich in content and attractive. Conducting a survey on user satisfaction with web pages visited and collecting useful suggestions to improve the content of web pages are envisaged.


The ninth subsection mentions the "open door days" and similar events in the institutions, information materials, forums and so on as another form of direct provision of information to citizens. The use of ICT, such as social networks (Facebook, twitter) is significant in this segment.


The tenth subsection sets public campaigns as an objective aiming to raise public awareness about certain issues. The eleventh chapter is dedicated to monitoring and measuring the results (output and outcome) in the area of strategic communication. Regular measuring of public attitudes and the degree of knowledge of key policy areas is underlined. The significance of developing and improving the communication with civil sector and establishing a partnership in the implementation of individual activities is emphasized as well.


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