Importance of Communication in Sustainable Development of Local Self-Government

Internal communication with employees affects the quality of implementing changes, as well as the efficiency, satisfaction and trust of employees. For that reason, local self-government units have to establish internal communication, based on which two-way communication will be used by employees to access current information on the local self-government unit and provide feedback on work processes and results. Noise in the internal communication channel and (non-) transparency directly affect employees, trust in the management and their work motivation, as well as consequently user satisfaction and business results. Internal communication has an important effect on organisational efficiency and is reflected on external communication. This paper aims to assess the perception of employees of local self-government units regarding the importance of communication in improving the reputation and efficiency of local self-government units toward citizens, as well as the sustainability of the local self-government unit in the context of communication, based on the obtained research results. Empirical research was conducted on a purposive sample of 2 local self-government units in the Republic of Croatia (City of Osijek) and the Federation of Bosnia and Herzegovina (City of Mostar). Descriptive numerical indicators used to calculate sample structure and satisfaction with horizontal communication. Chronbach’s alpha measure reliability and the consistency of the participants answers while correlation analysis and multivariate regression analysis were used to examine the connection between 8 groups of the independent variables in order to predict main communication satisfaction variables within the local self-government unit. Data were collected using the survey method (via an online questionnaire) with closed-ended questions. Finally, the results of the regression model indicates 5 group predictors variables of satisfaction with internal communication. Certain conclusions were made and recommendations for future research were given.