Avaliku sektori kommunikatsioon sihtgruppidega Põllumajandusministeeriumi ja PRIA näitel

Abstract

The present thesis studies the aims, problems and methods of public relations in the public sector by the example of the Estonian Ministry of Agriculture and the Estonian Agricultural Registers and Information Board (ARIB). The answers to the questions set in the study were found in the course of research. It appeared from the interviews with the officials of the Ministry and ARIB that the officials have the similar opinion about the tasks of both institutions. The objective of the Ministry is to develop rural and agricultural policy, incl. legislation, whereas ARIB’s task is to implement these policies and legislation within the limits of its competence. At the same time it is difficult to draw a border between the tasks of the two organizations because ARIB is also involved in preparing legislation, as ARIB owns the experience of legislative implementation. The ARIB and the Agricultural Ministry officials have rather similar understanding of the stakeholders of both organizations and the stakeholders of both institutions also overlap to a great extent. In case of the Agricultural Ministry the communication with stakeholders proceeds by the media and several roundtable meetings and councils. The ARIB communication with stakeholders proceeds by means of the Internet, directly mailed publications, ARIB regional offices and the media. It also turned out from the research that the stakeh olders are not very well informed of the activity of the Agricultural Ministry. The stakeholders find the Ministry being far and high and the farmers questioned found that the officials over there were insufficiently informed of the problems of rural life and agriculture. At the same time the representatives of stakeholders were interested both in legislation and the opportunity to have their say in legislative preparation process. ARIB has had more contacts with the representatives of stakeholders than the Ministry and therefore the stakeholders had a better understanding of ARIB’s functions. The publications and manuals and customers service of ARIB were highly appreciated. It appeared that the importance of the Internet as a communication channel for farmers has increased to a great extent. The final part of the thesis brings out the conclusions and propositions to the Agricultural Ministry and ARIB for improving their communication with stakeholders. Of course one should also remember that the character of organization public relations and relations with stakeholders depends first and foremost on people – both the persons on key positions whose task is communication in the organization, and the stakeholders themselves. The wish to understand communication partners is of high importance, and the education in the field of communication and relevant experience cannot be underestimated as well.