Public relations: A moderating variable on public sector effectiveness and trust (A comparative study between Bosnia and Herzegovina and Slovenia)

The purpose of this paper is to highlight the importance of public relations for improving the effectiveness and reputation of the public sector while simultaneously comparing citizens' level of trust in public organisations in Bosnia and Herzegovina (B&H) and Slovenia. The results of our study in both countries indicate that as the public sector has good public relations (better communication), its effectiveness tends to increase (organisational goals are more likely to be met) and the levels of trust arc higher. However, as expected, in Slovenia, the citizens' trust in the public sector is higher. Further, the implications of these results and cross-country differences are also discussed.