Односи с јавношћу у државној управи
Public Relations of the State Administration

Summary/Abstract: Public relations of the state (public) administration are main to- pic of research in this text. Author of the text defined theoretical notion of public relations, subjects, relations, target groups, institution and other media subjects that make a complete system within the following relation: state administration – public opinion – society in transition. In this text special attention is dedicated to analysis of the mass-media as a part of the consumer society, given the fact that they shape their own specific rules regarding transitional society and its institutions. Through a presentation of various activities of the public relations, such as organization of special events, planning, organization of the planning and control, and, in particular, lobbying, the author presented a model of PR activities in both profit and non-profit institutions. In line with this, the author also defined an entrepreneurship concept related to implemen- tation of a reform of the non-functional, non-efficient and ponderous (big) public sector and reduction of the public spending, as well as building of a democratic and efficient system of social management in Serbia; the reform of the current model and concept of a new public management that implies good governing and management of public goods.

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