The role of communication in the transformation process of public institutions in Romania

As a result of changes that take place in the Romanian economical-political-social environment before and after the integration in the European Union, the public administration must be able to rise up to the challenges that it has to confront. On the other hand, the civil society and the private sector, in order to develop, must find in the administration a partner that can facilitate communication and can offer the levers and instruments for them to express themselves and develop. A rigid administration, constrained by its own resources, norms and regulations cannot offer the most prompt answer to the needs of society, forming a barrier, often hard to surpass. That is why change should be a priority for the public administration in order to adapt to the same rhythm through a strategy that can promote communication, transparency, efficiency and effectiveness. Despite all this, it is required that the reform initiatives of the public administration to involve all factors that can contribute to the reform process: institutional, governmental factors, the European Union regulations, the requirements of the private and civil society. In order to answer to and involve all this factors, a communication strategy made and, precisely, adapted in the frame of the implementation process of the management of change is needed. In this process, the communication is answering the following wishes: the need of transparency of the decisional system; the need of communicating everything, immediately; the internal and external credibility of the institution management; the need of changing the people perception in regard to the institution, and, in this case facilitator and instrument in the change process.