Modele de management și implicațiile acestora asupra comunicării publice



Each management model leads to substantial changes at the level of public communication. In our approach we highlight the gradual openness of the public institution towards the general public, first considered to be a simple administered, then a client (New Public Management) and, currently, a collaborator in a partnership manner (democratic governance). Alongside, we notice the shift from a limited communication to a highly developed one. Unlike the bureaucratic model, which is based on the supereminence of the law, and places the publicity principle on a secondary place, newer New Public Management and democratic governance models invert the ratio, complying the administration with the needs expressed by the citizen. Consequently, to meet the challenges of the new models, communication activities face an unprecedented momentum, and the citizen must partake in an increasingly manner in conceiving administrative action, up to the involvement in the budgetary process.

Cuvinte cheie

public communication, bureaucratic model, New Public Management, democratic governance, transparency, open budgeting, participatory budgeting.

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