Conceptual Model of Communication in the Relationship Marketing of Public Institutions in the Post-pandemic Period

This paper contains an original approach consisting of conducting empirical exploratory research, through mixed research methods of qualitative and quantitative nature, carried out sequentially, in order to design a model of communication in relationship marketing with applicability to public institutions. The design of the work took place during the acute global crisis caused by the COVID-19 pandemic, which had an impact on the empirical research carried out and led to an exploration of the theme at a time when the role of public institutions grew in importance, in the context of the crisis management. The communication model provides a multi-stage process where awareness of the communication framework and the use of appropriate levers are essential. The creation of value occurs by working towards a common goal, but also by adapting and reframing the meaning, in case of difficult communication. The model confirms the importance of trust, commitment and image for effective communication in relationship marketing. Practical applications for use of the model include proposing measures to manage disinformation and introduce new subjects into school and university curricula. Particular attention is paid to the Z generation and the way in which relationship marketing with public institutions can make use of the aspirations, competences and identity traits of this generation.