THE ROLE AND IMPORTANCE OF PUBLIC RELATIONS ON THE FUNCTIONING OF THE STATE FUNCTIONS FOR EFFICIENT STATE BODIES
Abstract: Public relations is defined as a constant, two-way strategic guided communication with the internal and external target public for mutual benefit. Public relations is a strategic communication process that creates mutually beneficial relationships between individuals/organizations and their audience (public). Hence, public relations is an important form in the functioning of the state and is recognized everywhere as a key element in the organization of any state body, whether it has legislative, executive, judicial power or is a unit of local self-government. For these reasons, it is considered a powerful tool to increase the efficiency of the civil service. The purpose of this paper is to analyze public relations, organization, application, their significance, functionality, and practical application in state bodies in the Republic of North Macedonia. In particular, the paper will address how the application of public relations affects the progress of state bodies. The main emphasis of the paper is to see how the rules of public relations are applied, the pros and cons, and how they affect the efficiency of state bodies. In addition, the laws related to the function of public relations, directly and indirectly, will be analyzed. The conclusion is that public relations in our country are on the rise in terms of normative setup and rules of conduct, in terms of practical applicability is not sufficiently understood the role and importance of public relations in the performance of state functions. Hence, there is a need for a greater commitment of responsible persons and public relations experts to emphasize the role and importance of this scientific and practically applicable discipline as an inevitable way for the efficient functioning of state bodies.
Keywords: public relations, state functions, state bodies, strategic management