Local Government Offices Communication with Respect to Residents of New Concept of Management

The local government should both inspire social communication and, by the proper transmission of information, create the conditions for an agreement. Currently, local authorities’ power is gained through communication, discussion, and understanding of each other's needs; their role is no longer limited to the information transfer. Offices of the local government are bound to be involved in increasing the activity of the whole community. A resident is thereby the most important customer for the local government offices. This results from, among other factors, the growth of civic selfawareness, a sense of common responsibility for the local community, as well as the implementation of the new management concepts, such as ‘New Public Management’ and ‘Good Governance’. The goal of this article is to highlight the role and identify the forms of communication with the local resident, which is, among others, due to the local government awareness of the impact which the customers’ satisfaction has on the overall government image. The empirical part of this elaboration is based on own observations, examination of secondary sources and primary research on marketing communication. Information from the customers should be the reference point for determining the direction of improvement of the services provided. At present, it is important for the officials to be open for the customers’ needs: both to inform about the current activities and transparency of procedures, as well as obtaining the customers’ feedback. The intention of the author is to inspire discussion about the abovementioned issues.