PR IN PUBLIC SECTOR

Integrirane marketinške komunikacije i Odnosi s javnosti (eng. Public Relations) u javnom sektoru i državnom sektoru su povezane. Ovim diplomskim radom razmatra se komunikacija Porezne uprave s međunarodnim institucijama i komunikacija s medijima i poreznim obveznicima. Ujedno je proučena literatura o teoriji i općenitom načinu, vrsti komunikacija po različitim metodama i autorima. Porezna uprava kao javna institucija mora se pridržavati i etičkog kodeksa i ponašanja prema poreznim obveznicima. Digitalizacijom Porezne uprave porezni obveznici lakše i brže komuniciraju s poreznim službenicima. Porezna uprava prati koji su trendovi prisutni na tržištu, a koje porezni obveznici trenutno koriste. Mediji su također bitni jer na taj način informiramo porezne obveznike o svim promjenama u zakonodavstvu, putem medija te na našoj web stranici www.porezna-uprava.hr ili obraćanja Ministra financija i Ravnatelja Porezne uprave putem medija građanima u televizijskom ili radijskom prijenosu. Vizija Porezne uprave Republike Hrvatske je omogućiti poreznim obveznicima što kvalitetniji servis i što lakše doći do ispunjavanja svojih poreznih obveza i predaje dokumentacije i obrazaca putem e-porezna i e-građani. Također praćenje fiskalizacije računa, za koje se nekoliko godina provodi nagradna igra „Bez računa se ne računa“, na taj način se potiču građani da prijavljuju sve moguće prijevare neizdavanjem računa. Glasnogovornici predstavljaju rad Vlade, nastoje poboljšati razumijevanje određenih informacija, zastupaju medije, prijenose zahtjeve medija, u službi Vlade i novinara. Potrebno je znanje i iskustvo u PR-u, poznavati uvjerenja dužnosnika, sudjelovati u određivanju rada, jasno se govorno i pismeno izražavati, znati nositi se sa stresom, znati zadržati smirenost u kriznim situacijamaIntegration marketing communications and Public Relations in public and government department are closely connected. In this specialist graduate document, it was written about communications between Tax Administration and International institutions as IOTA and OECD and communications between taxpayer, Media and Tax Administrations. Beside this it was to study the Literatures about generally methods, category of communication further different methods and Authors. Tax Administration as a government institution must have been in continuum and work with ethical codecs and behavior to taxpayers. Digitalization of Tax Administration is good for taxpayers, because they can easier and faster communicate with tax officers about the Theme of this document. Marketing investigation are one of activity of TA and which trends are currently present on market, which taxpayer consume. The Media of Tax Administration is very important for taxpayers because they must be informed about tax obligations through web sites: www.porezna-uprava.hr, and spoken Minister of finance or General Director of Tax Administration true Media to Citizens. The Vision of Tax Administration of Republic Croatia is to give taxpayers the better and quality service, and to make essayer tax compliance and submission documents and require with e- taxation. Also following fiscalization of payment of bills, and a few years ago Tax Administration prepares Prize game „Without bill is not as accounting “, and trough this way Tax Ad-ministration want to simulate the Citizens to report possible fraud to not issuing the Bills. PR managers represent the Government of State, they attempt to make better understanding of some information, they represent Media, in service to Government and Journalists. It needs to be good knowledge and practices in Public. Relations, need to know beliefs of Governments Official, be-ing involved in assessment of work, perfect and clear speaking and literary to express answers, know to make work with stress, know to keep calm in crisis situations