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CURRENT ASPECTS REGARDING COMMUNICATIONWITHIN THE ROMANIAN LOCAL PUBLIC ADMINISTRATIONS
Bene Florina Maria
University of OradeaOradea/Romania
E-mail: [email protected]
Abstract
Society may be regarded at in different ways: as a multitude of individuals, institutions andconcrete activities, of roles and relations, of rules and senses. Seen from this angle, society
reveals the importance of communication having a series of implications which permit acommunicative analysis of the society in general and of the public system in particular. Efficient
communication is the key to success of a modern local public administration. Within theorganization, it strengthens the employees trust in the organizations mission and vision,
connect them to the work place realities, feeds the developing process of the respective entity,eases the changes needed to progress and contributes to the employees change of conduct,
uniting them within the group. On the outside, the organizations image, the discovery of newopportunities and the relation with the society greatly depend on how well this continuousprocess of communication is being conceived.
Key words:public information, communication process, empathy
The provisions of Law 215/2001 of the local public administration, present the vital functionof the local public administration authorities from Romania to solve and manage, on behalf
of and to the benefit of the local collectivities they represent, the public issues within thelaw. By local public administration authorities there are understood to be the local councils,
the county councils and Bucharest Municipium General Council as deliberative entities, andmayoralties, the presidents of the county councils and the general mayor of Bucharest as
executive entities. The organizations underwent interesting variations in numbers anddimensions in past times, depending on the problems they had to answer and on how their
utility was perceived by the public.
Within the activity developed by the public institutions, communication holds a really
special place, this being the main method to relate to citizens, to inform all structures about
the scope, attribution and results of the measures and activities performed.
PublicCommunication represents the form of communication that accompanies the activityof public institutions to the end of satisfying the general interest. The conveyed messages
contain public use information. Thus, public communication must bring to the citizens
knowledge the existence of the organizations from the public sector, their attributions andmanner of operation, the legality and opportunity of the adopted decisions. At the sametime, through public communication it is intended to reveal the populations needs and
desires so as the public institution by virtue of their role and attributions to meet met for ageneral interest. The role of public communication is to convince that through the
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institutional politics realized as well as through the public decisions adopted, the general
interest is pursued, thus obtaining the citizens approval. [6, p.132].
The citizens make contact with the local public institutions and, as a consequence, they need
to know how to address for the satisfaction of a legitimate interest, what documents they
need to fill in and what procedures there would be to follow. The local public institutionshave the obligation to make available to the public the information of practical
characteristics, the rules they must observe during procedures and to facilitate them theaccess to the local public services. [2, p.52].
Due to the economic crisis and to the legislative context poorly adapted to the Romanian
specificity the public institutions fail to direct sufficient money for the formation andinstruction of employees, especially for improving their communication abilities, because
investment in human resources is a long term investment, much too costly for a publicinstitution insufficiently financed from the state budget and which doesnt work for profit
from which to afford the professional training of its employees.
The diversity of causes determining the difficulties and perturbations related to the
communication process implies the obligation to exist in the respective system a fewpossibilities to adjust, adapt and transform [1, p.11]. the central element of the adjustment isrepresented by the feed-back which allows the receptor (e.g. the citizen) to express reactions
and to the emitter (e.g. the public clerk, the spokes person of the public institution, theprefect, etc.) to record them. The ability of the communicator to properly answer to the feed-
back is determining for the efficiency of communication. [6, p. 128].
The way the communication process goes on influences not only the efficiency of the
message conveying. Modern conception in the field of communication takes into
consideration as well the reaction of the interlocutors in the communication process. Theaim of communication within an organization or in the relation with the citizens is to gather
and disseminate information so as to act on them following up the communication.
The public institutions managers must communicate their employees information about thework they have to carry out, about their conduct and the way they would benefit as one with
the organization of the developed activity. Citizens want their own problems solved and thepublic clerk must comprehend the specific problems of each and every individual before
solving them. So, the efficient transmission is nothing but the limited target in acommunication process; at all times the process of communication wants to contribute in
synergy to the encouragement of some reactions, conducts and activities. Its no use tocommunicate correctly an exact message if it doesnt have to power to trigger the feed-back
reaction.
At the micro-level of social life, that is with the local collectivities of more reduceddimensions (municipalities with 0-4999 inhabitants), the aspects regarding communication
between citizens and local authorities differ from the situation of bigger collectivities; in thisrespect, Homans [4, p.112] has formulated the hypothesis according to which if the
interaction frequency between two or more persons increases, so does the mutual sympathy
between them, and vice versa." This is not entirely true for the bigger collectivities becauseit depends on the groups dimensions. The larger the group, the more restrictive become,
from the physical point of view, the diversity and frequency of communication.
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At this micro-level of social life we find the reflection and expression of some fundamentalelements of the social life, such as: marking the frontiers, establishing the social distance,
occurrence of normative cohesion between those who think alike and feel mutual attraction;
positions differentiation; exercising power and influence. Thus, the three factor
combination, physical proximity, common preoccupations and alikeness, represent apowerful force that determines initiation of communication and development, based on it, of
a social relations structure, even of a local structure. The change of the communicationstructure is closely linked to the social changes. The principles established for groups must
be altered to fit new social categories along with the necessity of introducing new factors,but what happens within small groups finds correspondence in a way or another, at the
macro-social levels. [5, p.111].
Social class and status represent a factor that unites or differentiates, encouraging orimpairing the development of communication and interaction. To this factor others add up,
also bound by territoriality such as religion and race. The same area may be inhabited bydifferent populations from all points of view and where such differences are important to
people we usually discover strong segregation tendencies. These appear where "the
communitary planning" tried to mix different income groups in the same living space [3,p.34] and are frequently recorder in the cases of racial differences or ethnical ones.
In the institutional communication, if we consider the link between the internal and externalrelation, it may be carried out by certain participants from the external network acting as
relays or contact points. They are intensely preoccupied by the institutionalized activitiesand strategically placed to establish contacts both ways, remaining simple members of the
public. In the field of social security there are volunteers and members of some pressure
groups. In the case of public institutions we speak about "leaders of opinion". The
intermediaries have an informal role and the main component concerns communication: theformal system waits for them to transmit the information starting from the center and furnish
information in exchange while the members of the public also expect to get informationfrom the same. [5, p.133].
The institutional communication maintains informational interchanges between institutions,
governmental organizations, non-governmental organizations (foundations, and non-profitorganizations) and last but not least, with the sub-system of the social global system,
national and international. The flexibility of institutional communication as well as itssustenance before the shocks coming from different activity fields (economic, social-politic,
competition) takes us to the conclusion that such type of communication has the capacity toreact under the ensemble of stimuli, be them positive or negative.
Gabriela Popescu notifies that at present we witness a process of communication adaptation
to the existent society conditions. In order to secure a proper intra and extra institutionalcommunication, it is necessary that the institutions obtain information about the needs of
different social groups and categories, needs continuously changing and whose solvingimplies the continuation of some progress, especially of social character.
Public information represents the base of external communication, being a source ofextracting information which is to be processed and put to the base of starting special
programs. Public information is focused on gathering, processing and conveying in a certain
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interpretation form of the public information. An important characteristic of public
information is the active memory of the organization the database available to it, whichit periodically upgrades and permits it to have a certain institutional behavior towards the
come up issues, at a given time on the social level. [5, p. 228-229].
Public institutions have the possibility to process public information and distribute themunder the form of communicational products. An important role is played by the audio-
visual and media. They get materialized in columns, studies, books, written press and audio-visual releases, radio and TV shows.
The success of information distribution depends on the availability of the already existing
channels either institutionally organized or those belonging to mass-media and to othersources of information with authority and credibility, or the informal social contacts. The
degree to which a target population is implied in the used communication cannels networkdepends on the degree of social integration, interests, relevance and utility of the subject, or
on the possessing of the equipment necessary to receive the broadcast programs. Mass-media deals with transmission of news public character information of immediate interest
and relevance, but there also exists a secondary transmitting network, as a result of the fact
that those first to receive the information through the mass-media pass it on to others whomthey have personal contacts with.
The more relevant and interesting the news to many, the more rapid and wide itstransmission and the contacts network more further from the existing structures. There is a
risk to using the media as a means to convey information to public institutions especiallywhen that is the only way used. There is the risk to deform the information, in the sense that
there were some cases when the media fabricated or maintained actual the old news,
especially when the public administration is to be put in a bad light, the media being
confronted with a lasting urge of subjects for fear not to loose the clients. News dontalways illustrate reality as it is, being more like arbitrary, culturally determined, versions of
"reality" according to the publics expectations and tuned in to meet the needs forproduction and distribution of modern media systems.
In the communication process, the public clerk-citizen relationship is the substance of the
public administration act. The communicational units, respectively the public clerk (asemitter) and the citizen (as message receptor) have clear objectives. The emitter seeks to
inform, convince, guide, capture interest, be efficient and the receptor will do their best topay attention, understand and store. Communication with the citizens is done by:
speeches, audiences, informational activities, debates, sessions of communication,investigation programs, cultural-educational activities, participations in contests, own
publications (newspapers, magazines, leaflets, etc.) displays at the seat of the institution,transmission orally or in writing of diverse information to and from the management and
specialty structures of public administration institutions[6, p.134].
Communication secures a social-economic efficiency generating effect. The organizationboard is meant to develop and maintain a live, efficient and correct system of
communication capable of sustaining the adopted strategy under the ever changing
conditions with rapid and unpredictable evolutions. Due to coordination, the synchronizingof actions is facilitated, communication is assured and the transmission of decisions and of
the feed-back between the management echelons are also secured, for the development of
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efficient activities, capable to contribute to the realization of the established objectives. The
efficiency of local public administration depends both on the communication system and thequality of decisions, and on the level of transposing them into practice.
The affirmation according to which there isnt communication without effects is true
although it depends on the perspective of what is considered to be an effect. The dynamic
nature of the communication process causes difficulties to those studying it, due topermanent mutations and the immense difficulties to register or restitute the event after it
occurred. [5, p.35].
One of the difficulties in the development of an efficient communication process isgenerated by the cognitive dissonance. This presumes the selection of the informational
sources in conformity with the own convictions of the implied entities in transmitting andreceiving the communicated message.
Alexandru Nedelea observes the fact that the cognitive dissonance phenomenon is very
common in the public administration. Thus, when a group gets together to discuss certainissues, it is ascertained that, from mayors, county councils presidents, to general managers,
local or county councilors, as the case may be, each of them finds the group where the
others share the same vision on things. When the meeting begins and the group membersexpress their opinions, they hear the same points of view but in different words, leaving themeeting more convinced of their outlooks, which are similar to those of the others.
In addition, among the public clerks there is also a psychological mechanism manifesting
itself, acting in the sense of rejecting and deforming the information and realities whichdont correspond to the own convictions. There are also situations in which public clerks
proved completely opaque, non-receptive of the facts presented to them in the process of
communication between citizen and public administration institution. There are frequent
situations when the clerk gives the impression that he listens, although in fact he is notpaying any attention. He is just polite, staying calm until he gets to speak, time during which
he repeats in mind his own arguments. His response is almost completely inappropriate withwhat the earlier speaker spoke about, completely ignoring the points of view presented by
the citizen. As a result, such obvious rejection implies a real communication problem to berecognized as such. [6, p.129]. Communication is much difficult when opinions differ but if
the mutual aim is the problem solving, each of the two parties will become more receptive tothe opinions different from their own. In order to reduce the influence of communication
barriers and even to eliminate them, the informative material must be elaborated accordingto the receiver, the adequate communication style being a necessary condition for an
efficient communication. Of course there isnt an all around appropriate style for all peopleor situations, be they predictable or not. According to the nature and scope of the message
the clerk will adapt their style to the characteristics of the recipient, the particulars ofmessage conveying, the subject of communication, choosing the most suitable to attain their
communicational objectives.
One possible way of solving communication problems is empathy. It may be defined as asympathetic intuition, affective identification as transposing. It is different than sympathy
this being a conscious emotional state meaning "feeling with", whilst empathy means
"feeling in", aiming towards, living the others affective life. Empathy builds a bridgebetween those involved in the act of communication, helps the clerk to better understand the
given situations, to decipher the subtleties of the citizens problems. There are situations
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when it is blocked by manifestations of domination, manipulation tendencies, undermining
or refuse to communicate by one of the parties. Ignoring the influence of emotions on theprocess of communication and on its efficiency may have negative effects both on
conveying the respective message and on the relationship between the parties involved.
Empathy helps a more profound communication and may respond to the causes of problems,
obtaining a communication beyond words. Empathy and active listening should be the mainingredients in the relationship citizen-public clerk. Thus, it is obtained at great length, an
increase of the communication activity efficiency of the local public administration and ofthe degree of its involvement in identifying citizens problems, needs and expectations
solving them in the most fruitful way possible, thus obtaining a brand image of the localadministration much improved by cutting off the negative mentalities generated by the
relationships in the past with certain public institutions. All of these, bringing as a result thecitizens change of opinion, with a rational characteristic, due to the fact that the subject
restores the coherence of its universe, logically reinterpreting the new data that have markedtheir existence. Their opinions and impressions referring to the public administration and its
image acquire a new dimension. The image of a local public administration institution isgiven by the aspect and conduct of its clerks, the competence, professionalism, way of
getting involved in solving the citizens problems, their degree of keeping informed and also
the own advertising through the means of communication. Anytime, anyplace theadministration is the value of the people forming it.
Communication being an overt system, influenced by various situations and conditions,there is a group of disturbing factors whose effects obstruct the efficient communication
process and in order to eliminate them, as much as possible, there are various strategies andtechniques available. Inefficient communication causes misinformation, conflicts, relational
problems, professional dissatisfactions and stress, thus the organizations in general by the
adopted communication policies and each and every public clerk by own attitude, action and
conduct, may proceed towards an efficient communication.
Holding on to multiple advantages, communication is a significant strategic resource ofmaintaining and/or increasing performances, of creating, maintaining and improving the
relationships with the citizens, mass-media, the non-governmental organizations(foundations, non-profit entities) as well as with other institutions from a central, local or
international level.
References
[1] Chiru, I, Comunicarea interpersonal, Editura Tritonic, Bucharest, 2003[2] Coman-Kund, F- Politica de comunicare extern a colectivitilor locale, Editura Economic,
Bucharest, 2000[3] Heraud, Brian, J., Social class and the new towns, Urban Studies, 5, 1968
[4] Homans, C. George, The Human Group, Routlege & Kegan Paul Ltd, 1951[5] McQuail, Denis, Comunicarea, Editura Institutul European pentru Cooperare Cultural- tiinific
Iai, 1999[6] Nedelea, Al.- Marketing n administraia public, Editura Didactica si Pedagogica, Bucharest, 2006
[7] Popescu Luminia Gabriela - Comunicarea n administraia public, Editura Economic, 2ndedition, revised and supplemented, Bucharest, 2007, p. 228, 229
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[8] Law no. 215/2001 of local public administration, published in the Official Monitor no. 204/2001