%0 Journal Article
%T The synergy between mass-media and public management: a positive perspective for the Departments of Communication and Public Relations
%A Prodan (Mocanu) Ana-Maria
%J Manager
%D 2012
%I University of Bucharest Publishing House
%X The aim of this article is to emphasize the major role the departments of communication and public relations detains in the synergy process between mass-media and public institutions, starting from a series of short-circuits which have occurred in Romanian public sector and led to the misunderstanding of messages, due to an unprofessional communication. Synergy, on its basic meaning, represents a simultaneous action oriented in the same direction, which involves several agents who have the same purposes (DEI, 1999). In the present context, I define synergy as intensifying two activities with a determinant role in the proper functioning of public management which contributes, to a large extent, on informing and educating the general public. The premises I start with are that crisis situations occur because of a faulty communication department and these could be avoided if there would be a permanent and efficient relationship between mass-media and public institutions. In other words, an efficiently organized department of communication could enhance company¡¯s activity starting from the partnership between media and public institutions. Through collaboration, both units could present advantages to be felt at the organizational, social, economic and cultural levels.
%K synergy
%K mass-media
%K public management
%K public relations
%K communication
%K information
%U http://manager.faa.ro/archive/manager_16/articles/1605.pdf