Acta Universitatis Danubius. Administratio, Vol 6, No 2 (2014)

Abstract

This paper aims to structure a Public Communication model within the current

social development context.

The analysis of the existing communication techniques and the sociologic imagination as work

methods applied to the administration field has identified the specifics of public communication, the features of cultural change engaged by the new notion of governing and governance with effects upon public action.

Also, this paper explains the consequences, namely the effects of decentralization, European

integration and globalization upon the transformation of the public sector and upon the state administrative reform.

In a new social realty a new social communication model specific to governance is subscribed.