Acta Universitatis Danubius. Communicatio, Vol 13, No 2 (2019)

Abstract

The process of public communication at institutional level is undergoing a permanent transformation and, implicitly, an adaptation to the needs of the communicating institution, but especially to the need for information requested by external receivers, receivers representing the final destination of this process. The prospect of good institutional communication is quantified by measuring the external mass perception of the message generating institution.

Our approach aims at revealing the concept of emotional intelligence in public communication in terms of the transmitted message importance, related to the content of the group or macro mentality. From this perspective, the importance of using a public communication tool adapted to the new social security challenges represents the essential institutional structural element in determining the strategic and communication maturity that a public institution of public order and security can constitute and implement. This approach shows, in applied terms, the identification and implementation of public communication strategies whose main purpose is groups’ and macrogroups’ maintaining and actively participating in achieving the general perception of public safety and community security.