| Abstract [eng] |
Communication with media is very important in nowadays world: if media doesn’t inform about activities of organizations or institutions we can say that there is no media. NGO organizations, business companies, state institutions communicate with media in different forms (press conferences, statements to the press). Literature sources state that communication with media is one of the braches of science. One of the main principals of the communication with media is good communication and one of the functions is to inform. Media can be used as means of forming image (both negative and positive). The paper presents connections between image specialists and journalists, because these two professions have a lot in common and often get mixed up. The paper also describes the understanding of communication on Government, public and local authority level. The objective of this work is to analyze how communication with media is maintained in Lithuanian municipalities. To achieve the objective we have these goals: 1) according to theoretic literature to find out what is media, define its concept, compare communication with media in state and NGO, to describe differences and similarities between media and public communication; 2 )to carry out a survey on the Internet and find out in how communication with media specialists in municipalities communicate with media, what are the functions and activities of these specialists; 3) after a structural interview make a conclusion if local authorities have to communicate with media and what ways of communication are effective; 4) connecting analysis of theoretical literature and qualitative / quantitative research draw a conclusion and give recommendations what communication with media should be done in municipalities. The work gives analysis, synthesis and comparison of scientific literature; comparison and induction methods were used. In order to analyze a case if communication with media is used in Lithuanian municipalities a combination of two methods was used: method of probability selection; quantitative research on the Internet survey and qualitative research carrying out an expert interview. The research showed that communication with media is considered as the whole of some means which help to convey the information to public. Lithuanian institutions communicate with media and in some municipalities this communication is a priority. Municipalities mostly send statements to the press, organize press conferences. Specialists responsible for communication with media or a person delegated by the Director of Administration make statements to the press. It became clear after the expert interview that municipalities have to communicate with media; the situation, the size of the municipality, the importance of the news help to choose the way of communication. |
