Abstract

Following the example of business companies, political organizations, including public administration, in order to successfully achieve the objectives for which they were established, they should look for new solutions in building their usability and visibility in the market. Previous use of marketing knowledge, especially the adoption mainly promotional orientation, is no longer enough, to the action taken by them that could be effective in the global information society. Caring only about the promotional aspects of the public administration image in isolation from other marketing technics, organisations and communication links operating in this market, is no longer sucient for the existence and survival in a changing world. Use knowledge of personal branding and coaching that are used successfully in the beld of business, can anect the development and conbdence of all political organisations. Starting from the analysis of the communication process in politics, changing the meaning of its links and the promotional orientation adopted in their marketing activities, the author proved that, a new approach based on authentic and credible values of the organization and its people, who base the creation and management of their brand, is one of the leading elements of the enectiveness of the actions taken by all political organisations, with particular emphasis on public administration units. Certainly, there is a need to communicate the reasonableness of investing in strong brand leaders and individual employees forming a strong brand public administration, using management techniques, which is for sure coaching and personal branding.

Keywords