Jana Bunkus, Mg.sc.comm.; Renate Cane, Dr.sc.soc.
Turiba University
Abstract. In recent decades, Latvia has been affected by several administrative and territorial reforms, the last of them in 2021. Consequently, 43 new municipalities were created instead of the previous 119 municipalities. One of the reform’s goals was to reduce local governments’ administrative costs, which meant reducing the number of deputies and employees, including communication specialists. However, reorganizing the work processes of the new administrative territories created new professional challenges for the municipal communication specialists, as there was a need to explain these often problematic processes to the public.
The study aims to identify the problems of the profession of communication specialists in the processes of changes in local governments after the administrative-territorial reform in Latvia. Both qualitative and quantitative data collection and analysis methods are used in the research. A survey of these specialists was conducted to clarify the professional activity problems of communication specialists, which have arisen under the influence of the municipal change process. The results of the focus group discussion supplemented the survey results and showed the nature of the problems by looking at them from a deeper perspective. The interviews of local governments and communication experts provided an insight into public relations and communication problems in the industry, both in local governments and in Latvia as a whole.
As a result of the study, the authors conclude that, in general, the administrative-territorial reform in Latvia has mainly addressed issues of an economic and infrastructural nature. In such a situation, the role of vital professional communication specialists is increasing. Currently, it can be observed that, in general, communication specialists’ involvement in managing municipal change processes in Latvia is low. It is hindered by factors such as the lack of understanding on the part of the municipal administration, as well as the inconsistency of the skills and knowledge of public relations specialists.
Keywords: administrative territorial reform, change processes, organizational communication, public relation, local government.
JEL code: R58, O21, Z18.
Published in 25th International Scientific Conference ECONOMIC SCIENCE FOR RURAL DEVELOPMENT 16-17 May 2024, Jelgava, Latvia
Full paper available: https://www.esaf.lbtu.lv/lv/proceedings-economic-science-for-rural-development
