Preliminary communication
https://doi.org/10.47960/2712-0457.2019.2.1.59
CSR COMMUNICATION OF PUBLIC INSTITUTIONS IN B&H
Sanela Tunović-Bećirović
orcid.org/0000-0002-7299-3262
; Rent a PR Consulting Agency, Sarajevo, B&H
Abstract
The two-way communication that sets the sender’s responsibility for its success requires a proactive
and strategic approach. It is precisely through this approach that communication confirms its multi-
layers, the complexity of its goals and resources, but the necessity of compliance with the needs
of the public. However, the conducted research indicates that communicators of public institutions
in Bosnia and Herzegovina communicate communication to media relations and that they generally
act reactively in crisis conditions. For this reason, this paper aims to point out the need for two-dimensional
communication, i.e. the need for a proactive approach in the communication of public
institutions in Bosnia and Herzegovina. Their communication is analysed, that is, the possibilities
that are available to communicators in order to take responsibility for the content of key messages
that are communicated to the public. The sample consists of institutions in Bosnia and Herzegovina
at the state and entity levels.
Keywords
reactive communication; public institution communication; corporate social responsibility; responsible communication; key messages
Hrčak ID:
233234
URI
Publication date:
10.12.2019.
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