THE EFFICIENCY OF COMMUNICATION CAMPAIGNS OF PUBLIC INSTITUTIONS FROM ROMANIA THROUGH MEDIA

Terchila Sorin ()
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Terchila Sorin: Universitatea "Lucian Blaga" din Sibiu, Facultatea de Stiinte Economice,

Annals of Faculty of Economics, 2015, vol. 1, issue 1, 612-620

Abstract: In the present research I will analyze the reactions and opinions of the interviewed persons regarding the efficiency of communication campaigns of public institutions in Romania through the media and also it will be analyzed the justified expectations of the respondents regarding a more efficient communication of public institutions. At the same time, it is aimed at presenting some comparisons between: communication strategies available in most public companies in Romania versus aspects that should be improved, developed within these strategies. Thereby, I will use the interview as a qualitative research method, to confirm or infirm the hypothesis of the present research: Public institutions deliver useful information through the media; The information delivered by public institutions through the media rarely reach the people to whom it is addressed; It is necessary to achieve an active partnership between public institutions in Romania and media organizations locally, nationally and even internationally. The interview was addressed to individuals residing in major cities of Romania but also to several people living in the United States of America and in countries of the European Union, such as Germany, France, Italy and Austria, aged over 20 years, with university education, working in public or privately-owned companies, who have visited a large number of countries, worldwide. The structure of the interview is as follows: 8 open-ended and closed-ended questions whose main objective is to measure the reactions of interviewees on both the efficiency of communication campaigns of public institutions in Romania through the media, and also the justified expectations of the respondents concerning a more efficient communication of public institutions. After summarization, interpretation and analysis of the answers, I'll respond to the two research questions stated: Should communication strategies be optimized and developed in the public sector in Romania? To what extent are monitoring and evaluation stages accomplished inside the communication strategies of public institutions in Romania? Case study results open a new research direction in this area, particulary about the development of the communication strategies in public sector in Romania.

Keywords: communication; public institutions; mass media; efficiency (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2015
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