Diagnostics of media image of central state administration body

Abstract

Media communication has become an indispensable part of society. However, citizens are increasingly ‘lost’ in the confusion of information and variety of issues. This is particularly true amongst public administration scholars and officials who study and seek communication best practices. To this end, clear answers to questions are sought. Information is sought from the media whom share plans, decisions and arguments for policy-makers in different areas. Within public administration each office has its own means and rules of media communication. Some have set up press departments that specialize in information others have a professional staff to communicate with the media and public. The aim of this paper is to clarify the media communication hierarchy of the Ministry of Education, Science, Research and Sports of the Slovak Republic as a state administration body and a public policy actor. It is crucial that their decisions in educational policy are sufficiently communicated with the public and the media. A SWOT analysis is used to diagnose media communication to find what strategy the Ministry of Education should take in relation to the media and the public. Specific reports are highlighted to show both the managed and unmanaged communications of the ministry. On the basis of the facts and the experience of journalistic practice, proposals for improving communication for the communication department of the ministry, that in turn will lead to a more effective building of a media image with the journalists can be predicted.