| Abstract [eng] |
A manager is an integral part of any organization in both the private and public sectors. In today's technological age, he must be able not only to adapt to a dynamic environment and achieve the goals of the organization, ensure the smooth running of its processes, but also to initiate changes, be able to motivate employees to achieve the set goals. Because the public sector operates under the leadership of executives who are elected or appointed, the public sector must respond to change and change itself in response to today’s dynamics. In order for this process to take place effectively, managers with the qualities of a leader are needed – managers-leaders who communicate innovatively, integrate forms of communication into the activities of the organization, its processes. Leaders are most successful in doing this, so it is vital that leaders who know how to communicate innovatively and initiate changes in the communication culture to improve the quality of public sector organizations and promote smoother collaborative and team-based processes in the public sector lead the modern public sector. The Master‘s Thesis raises a problematic question: how important is leadership in the public sector to promote innovative communication? The object of the work is the leadership aspect of the manager in innovative public sector communication. The aim of the work is to evaluate the leadership characteristics of Klaipėda District Municipality public sector managers and to determine the impact of management leaders on innovative communication based on the analysis of scientific literature and empirical research. To achieve this goal, three tasks have been set: 1) to analyze the aspects of the concept of a leader-leader in the modern public sector; 2) to identify aspects of innovative communication in the modern public sector; 3) to determine the role of Klaipėda district municipality public sector leaders in shaping innovative communication. Research methods used in the work: analysis of scientific literature and sources, quantitative research method – questionnaire, analysis of the content of collected data. After the analysis of scientific literature and sources, the significance of the leader-leader in the public sector was reviewed, the essential aspects of the manager-leader and innovative communication were identified and the required competencies of the manager-leader in innovative public sector communication were determined. The results of the research revealed that the role of the manager in the public sector is quite significant, Klaipėda district municipality administration is focused on innovative changes, it promotes harmonious relations and communication culture, and it is found that managers in the organization are innovative and promote innovative communication. |
