Public Relations as a Governance Function in the Public Administration of the Federation of Bosnia and Herzegovina: Strategic Challenges, Societal Impact and Reform Perspectives

Abstract

Communication establishes and sustains the foundations of a successful organization. In public administration, communication represents a prerequisite for the development, transformation, and acceptance of the dynamic nature of organizational processes. The concept and evolution of the so-called communicative organization constitute a fundamental basis for citizens’ trust in public authorities.

Communicators, in both internal and external contexts, articulate the value of communication and contribute to creating its competitive advantage by supporting the sustainable functioning and reproduction of organizational values and objectives.

This paper analyzes public relations as an integrative managerial function within the bodies of state administration of the Federation of Bosnia and Herzegovina, drawing on contemporary theoretical approaches to public communication and standards of good governance. The empirical research focuses on the communication function and the position of communicators within public administration bodies in the Federation of Bosnia and Herzegovina, with the aim of assessing the extent to which institutional communication meets the requirements of transparency, accountability, and participation, as well as identifying key structural and functional deficiencies that act as limiting factors in the development of a communicative organization. Particular research emphasis is placed on the comparative model of government communication in the United Kingdom, as one of the most advanced institutional frameworks for managing public communication.

The paper further examines the application of contemporary public communication standards within institutional settings, highlighting the importance of positioning public relations as a strategic managerial function aimed at enhancing proactive transparency in public administration, the effective implementation of reforms, societal impact, and public trust.