Strategies and Methods of Communication in Public Institutions

Abstract

A good name means greater opportunities for cooperation, greater credit given to the projects
mentioned, and almost unconditional support from those around them in backing the public
endeavours in which the actors engage, taking significant risks of failure. However, it is not
infrequent for the advocacy techniques and methods to be circumscribed to singular, more or less
occasional and circumstantial activities aimed at defusing a crisis in the public discourse of an
organisation or personality. Instead of building, reconstruction is preferred, although the efforts
are incomparable in this respect. As always, repairs involve additional material and imaginative
resources, and the effects are seen over much longer spans of time. This is the source of the most
concrete dissatisfaction expressed by the beneficiaries of the PR specialist approach, associating
disappointment at the absence of a miracle in changing the detestable public image with despair
at the money wasted needlessly. We are faced with the supremacy of communication in society.
It is supposed to solve all problems: happiness, equality, and the satisfaction of individuals and
groups. In the new context, communication—its science and its art —becomes fundamental for
winning an audience on the side of a project or a choice.