IMAGE OF THE LOCAL PUBLIC ADMINISTRATION: MEASURING THE LEVEL OF UTILIZATION OF PUBLIC INFORMATION SERVICES AND AUDIENCES

In the present days, in Romania there is a poor correlation between the objectives of the public communication and the citizens' horizon of expectations. Therefore, at the level of image management of a public institution it is obvious that gaps between reality and perception can appear. In the present paper our scope is to measure the level of utilization by the inhabitants of Bucharest (400 respondents) of the public information services and audiences, the degree of satisfaction towards them, and starting from the primary data we have obtained we want to demonstrate that the citizens' perception of local public administration, particularly towards the aforementioned services - is not an arbitrary one, subjective as it seems at first sight, but on the contrary it defines itself as feedback, an objective reaction to them. Through our lines, we give reasons why a public institution should have a pro-active behaviour towards the citizen and image management should not be an exclusive act of leading the respective institution but rather an effect of all parties involved in the good management of the community.