Yearbook

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  PUBLIC RELATIONS AND THEIR ROLE IN COMMUNICATION POLICY OF ORGANISATIONS

  Theoreticians and practicians have been constantly trying to formulate the most precise definition, which explains and justifies the concept of “public relations”. It undoubtedly relates to communication management so that good interconnection and mutual understanding between an organisation and its audiences can be built. The establishment of the ... Theoreticians and practicians have been constantly trying to formulate the most precise definition, which explains and justifies the concept of “public relations”. It undoubtedly relates to communication management so that good interconnection and mutual understanding between an organisation and its audiences can be built. The establishment of the “PR” system is a complex process, through which optimal publicity of an organisation’s activities is achieved. It improves its prestige, which is the guarantee for maintaining a favourable image among the general public.The thesis that the author justifies, is that public relations help harmonize the interests between an organisation and various groups of the society in order to maintain a constant two-way connection with the consumers, choose the right response to crisis situations, to achieve transparency and publicity of their actions in business. The aim of the study is to analyze and interpret public opinion, attitude and any other issues related to the studied structures and to present marketing tools for approving their positioning to the public. The main tasks are focused on analyzing public relations; defining the practical aspects and main activities of public relations specialists; presenting the duties of PR specialists and the PR activities performed in an industrial enterprise and in a public institution; defining the main tools of the public relations marketing which are used in both studied structures.

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  METHODS OF ASSESSING CAPACITY OF GOVERNMENT ADMINISTRATION

  Explaining the essence and content of the concept of „administrative capacity“ is important in terms of choosing and applying appropriate methods for its assessment. As administrative capacity can be seen both as a result of the action of forming factors and as a factor in achieving concrete results, its assessment can also be done through the use ... Explaining the essence and content of the concept of „administrative capacity“ is important in terms of choosing and applying appropriate methods for its assessment. As administrative capacity can be seen both as a result of the action of forming factors and as a factor in achieving concrete results, its assessment can also be done through the use of formative and reflective indicators. Various methods for assessing the administrative capacity offered by individual authors and organizations are used in practice. The common one is that on the basis of the proclaimed principles of availability of administrative capacity, evaluation criteria and specific indicators for measuring the capacity for each criterion are set. Most of the methods for assessing administrative capacity have the principles, criteria, indicators and evaluation results in matrices, which characterize them as „matrix methods“. The object of this study is the administrative capacity of the state administration and the subject matter is the assessment of the administrative capacity. The aim of the study is to examine basic methods for assessing administrative capacity with its capabilities and features, areas of applicability, used criteria and indicators. The thesis advocated by the author is that modern management theory offers a number of methods for assessing the administrative capacity of various organizational structures, which could be successfully applied in the practice of public sector organizations, in particular the public administration.The study examines the methods of OCA (Organizational Capacity Assessment), IFA (Internal Factor Evaluation) Matrix, HACAI (Public Expenditure and Financial Accountability), TACAT (Tax Administration Diagnostic Assessment Tool) and CAF Assessment Framework), presenting their capacity for evaluation and self-assessment of entire organizations, as well as particular aspects of their administrative capacity

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  80 years of notable presence in the academic research area

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