| Abstract [eng] |
Public Relations in the governance are little studied area, so the analysis of its processes, capabilities and weaknesses is relevant to everyone working in this field. The aim of this study is to clarify the system of the municipal public relations, analyzing the organizational models of self-government institutions applying for public relations, to assess the effectiveness of the organizational model of public relations in Radviliskis district municipality on the basis of Radviliskis district municipality case analysis. The process of public relations carried by local self-government bodies is analyzed in a variety of ways: the application of principles, methods of public relations in self-government, the impact of public relations on the decisions of local authorities, the role of public relations for local politicians and administrative staff, the role of media, public participation in the processes of self-government. A complex method of research in this paper was used. The theoretical aspects of public relations were investigated on the basis of the analysis of research literature and the methods of synthesis. In this paper was used quantitative research (two cases) and a qualitative research, a deep interview. The studies conducted have confirmed that informational (unidirectional, journalism) model of public relations is dominant in the self-governance, confines with the provision of information intermediaries (media). The professionals of public relations are in different status in most municipalities, their activities are not pre-planned, chaotic, the strategy of public relations is not being fulfilled, because it simply does not exist. The hypothesis of the paper put forward – a change in the organizational model of public relations in local government institutions and the launch of the planned actions will improve the process of public relations, the techniques activating public relations will be subjected to public, the public will actively participate in the processes of government – has been confirmed. Content: Summaries in the Lithuanian and English languages, an introduction, three main parts, conclusions and recommendations, references and annexes. |
