Επικοινωνία και Δημόσια Διοίκηση - Καλές Πρακτικές και Προοπτικές. Η Συμβολή της Επικοινωνίας στην Οργανωσιακή Αλλαγή

Abstract

In the contemporary world, where social media's interactivity along with internet's inexhaustible possibilities, act as the catalysts of change, communication consists one of the most critical factors in affecting and reshaping the way organizations operate. The aim of this study is to investigate the role of communication within public administration, at internal and external level. At the same time, it takes into consideration the respective prospects and challenges and identifying the ways in which communication contributes to organizational change. Communication strategies affect the recognition of an organization, the operational procedures established, how its organizational culture adapts, as well as its response to the digital age demands. Greek public administration presents specific characteristics that have not changed over time while being distinguished by consolidated perceptions. However, recent technological breakthroughs and multiple crises that faced over the past several years have acted to a significant extent as accelerators of change. Methodologically, the notions of public administration, organizational change and organizational culture, communication forms and models, and best communication practices are presented. In this scope, the National Audiovisual Media Centre and Communication, an innovative institution that implements its communication strategy, in order to increase its extroversion, is examined as a case study, via a semi-structured interview with an institution's executive, and by monitoring its social media and official website. The present scientific study aims to highlight the prospects, best practices, and policy proposals regarding communication in public administration as a “guide” for other Greek public entities toward organizational change