ABSTRACT:
Communication with the community to promote current or future changes to be implemented in the public sector is one of the key prerequisites for building an inclusive society. Institutions implementing public policies, in particular in the field of healthcare, social security and labour, operate in close proximity to the community. Therefore, changes in such organisations, including organisational ones, have significant influence over the community. Acceptability by the public and consequently efficiency and effectiveness of imminent or actual reforms considerably depend on the quality of communication of the changes to the society. Problems that are faced by many governments, especially in young democracies, are frequently associated with failures to achieve the expected results of planned changes or substantial resistance of the population resulting in the loss of public confidence in government institutions. One of the causes of such problems is ill-timed communication and insufficient engagement of the public before, during and after implementation of the changes.
KEYWORDS:
change management process, change communication, systematic framework
