Institucionalna komunikacija

1. Communication planning
2. Issues of organization
3. Coordination and setting of standards
4. Human potential/resources
5. Activities related to the media
6. Media monitoring/Media monitoring
7. Direct communication with the public – FOIA
8. Websites
9. Direct communication with citizens
10. Public campaigns
11. Measurement of results
12. Cooperation with the civil sector


This reform area is divided into 12 subchapters. The first subchapter refers to the strategic approach to institutional communication. It is foreseen that the Council of Ministers / governments at all levels should adopt a communication strategy and that each institution has its own annual communication plans. The planning of institutional communication must be connected with the overall strategic planning of the Council of Ministers / governments and individual institutions.

The need for horizontal coordination of OSJ units at certain levels of government was also emphasized. Vertical coordination between the levels of government is also envisaged, especially through the existing mechanism of the supervisory team, and possibly through other mechanisms (working groups, etc.). In the segment of human resources, the creation of standardized descriptions and requirements for officials’ working places in the field of OSJ is foreseen. Another goal is the development and implementation of training for OSJ officials, in the field of strategic communication, that is, public relations, as well as other areas that are important for their work.

In the fifth sub-chapter of this reform area, RAP1 moves to substantive issues. Activities are foreseen to improve communication with the media (guides, manuals, lists of journalists, regular organization of events) and monitoring of the media, i.e. media monitoring (sixth subchapter).

The seventh subchapter talks about direct communication with the public – implementation of the Law on Freedom of Access to Public Information. The laws have been adopted at all levels of government, and their consistent implementation is necessary in the coming period. Websites must be regularly updated, enriched, attractive, and it is planned to conduct surveys on user satisfaction with the websites they visit so that useful suggestions for improving the content of the websites can be collected.

As another form of direct provision of information to citizens, the ninth subchapter mentions “open door days” and similar events in institutions, informative materials, forums, etc. The use of ICT, for example social networks (Facebook, Twitter), is also important in this segment.

In the tenth subchapter, the goal is to organize public campaigns with the aim of raising the level of public awareness of certain topics. The eleventh chapter is intended for monitoring and measuring results (output and outcome) in the field of strategic communication. The importance of regular measurement of public opinions and the degree of knowledge of key policy areas was also emphasized. Also, the importance of developing and improving communication with civil society and establishing a partnership in the implementation of certain activities was highlighted.