Effective Communication and Public Relations in State Institutions in Albania

Abstract

Today, due to the dynamics of development, state institutions need to interact both vertically and horizontally to efficiently manage the challenges of the present times. In addition to the internal and external communication of an institution, its relationship with the public is also very important. In countries with weak institutions, as is the case of Albania, where the tradition of relations with the public started very late, specifically after the 1990s, an effort to give the proper weight to this process is noticed. Reports of many international institutions indicate that Albania has had many difficulties for internal coordination between institutions and for proper interaction with the public. The fact that relations with the public entered very late in the communication strategies of the Albanian state institutions has made the necessary changes for the correct implementation of their internal and external communication to be made with difficulty. Precisely this aspect is addressed in this study, focusing on the Prime Minister’s Office of Albania and the paths it has taken to avoid the lack of communication in line with other institutions and the public. The centralization of this process necessitates that the right units be set up in the organization chart of state institutions and the right people be placed, trained with the latest communication methodologies through digitalization. The case study presented in this article concerns the Prime Minister’s Office of Albania and the ways it has followed to avoid the lack of communication in line with other institutions and the public.