| Abstract [eng] |
Social responsibility concept is becoming more important not only in business sector, but also for public sector institutions as all concerned groups of society are equally participating in sustainable development and are responsible for their impact. This paper focuses on social responsibility and communication of public administration agencies. The main goal of the paper is to find out how they communicate their social responsibility and stimulate the social responsibility activities in society, after analyzing theoretical background about forms of social responsibility communication in institutions. The main tasks of this paper are: to explore the significance of social responsibility and its communication to public administration agencies; to discuss the aspects of social responsibility in public sector institutions; to analyze the aspects of social responsibility communication in public administration institutions; to find out that are the main social responsibility means of public institutions in communication perspective; to analyze the green purchasing practice in the world and Lithuanian public sector as one of the main means of CSR; to inspect the role of green purchasing in stimulating the communication of social responsibility of public sector organizations; to determine the social responsibility communication level of Lithuanian public administration institutions websites, including content analysis method. An analysis of theory background demonstrated the fact that public sector agencies have a big potential in developing its own and supporting social responsible initiatives. Nevertheless, they need effective public communication strategy and the strong promotion of social responsibility. Green purchasing is the main tool, which stimulates public organizations the most in social responsibility. Moreover, efficient green buying communication helps public organizations to build better reputation. After empirical research using content analysis method (were analysed 60 websites of Lithuanian municipalities) was found out that the majority of municipalities have some information about its social responsible activities, but it’s level is very different and only a couple of institutions communicate it in a more structured and convenient way. The institutions communicate more information about initiatives stimulating social responsibility of society, using more interactive way. |
