Globalization and its Impacts on Communication in Self-Government

Abstract

Research background: Globalization has significantly affected the way a territory communicates its offer. Only public administration, which is innovative and at the same time effective in its activities, can adapt and respond to the ever-changing conditions and requirements of today’s society and its members. Innovation and its activities, research and development are the result of proliferation and they are considered to be the driving force behind the growth of the economy, in the form of new knowledge. Those regions that have spent more money and effort on innovation activities in the past are now at a more advanced level. These are the main reasons to focus on this topic and bring the results of our research. Purpose of the article: The aim of the article is to present the findings which show the level of communication between the municipality and the public and the possibilities of using communication tools towards their more effective usage. Methods: It presents the results of a questionnaire survey realized at the level of local governments in the Trnava region. The results of the questionnaire survey with a description and explanation are shown graphically. The offices we asked were the following: Trnava City Office, Trnava Self-Governing Region Office, Trnava District Office. Findings and value added: The article presents the findings of a survey that was carried out for the purpose of the dissertation which deals with regional marketing communications. The outcome of the survey specified the direction of the main research in our dissertation.

Keywords

• region
• marketing
• communication
• innovation
• globalization