Effektive Gemeindekommunikation

: Analyse und Handlungsempfehlungen für verbesserte Öffentlichkeitsarbeit in Salzburger Gemeinden

Abstract

Public relations work in municipalities plays a central role in the conscious and strategic shaping of social coexistence. Communication, both internally and externally, is essential for successful coexistence. Structured communication is essential in order to make democratic processes at a local level transparent and participatory, whether it is the tasks of public administration with public notice obligations or activities under private law with meaningful information transfer and constructive dialog. This paper uses the literature to examine the scientific foundations of public sector communication, with a focus on external communication from municipalities to citizens. This forms the basis for the quantitative survey, in which all 119 Salzburg municipalities were invited to participate. In this way, the current status quo is ascertained and it can be shown where literature and practice coincide and where there is potential for development. In conclusion, recommendations for action are developed which municipalities can implement in order to promote transparency, trust and cohesion in the community. These measures can relate to both internal and external areas in order to strengthen and further develop the community in the municipality as an overall solution. In the recommendations for action as a whole, it can be seen that individual measures are like cogwheels that interlock and therefore form a well-oiled machine. Successful internal communication increases the overall satisfaction and motivation of employees, which improves the external image of the municipal administration. Successful external communication increases the target group's willingness to participate and therefore understanding and trust. If municipalities combine these two aspects, which reinforce each other, this leads to a successfully designed positive community transparency spiral, the development of which can be steadily continued.

Date of Award	2025
Original language	German (Austria)
Supervisor	Sebastian Martin (Supervisor)