Management of the Service Improvement System in Public Utilities in Bosnia and Herzegovina

The business of public utilities in the present has become unimaginable without the represented aspect of relations with the public. The main goal of this paper is to show how successful public relations contribute to better management of the service improvement system in public utility companies in Bosnia and Herzegovina. In addition, the aim is to analyze the importance of managing the policy of improving the efficiency of water supply, and wastewater treatment and the importance of communication strategy. The paper investigates the mechanisms that influence the communication strategy on determining the communication goals that public companies in Bosnia and Herzegovina have to achieve to communicate with the public. The work explores key communication messages, target groups, and communication channels. The paper indicated that the key skills and strategies for improving communication, building strong public relations and effective advocacy in a public water and utility company is knowing the psychographic and behavioral characteristics of the target group to adapt messages. Also, it was shown that strategic communication in the field of water supply and wastewater treatment greatly helps in understanding the broader picture of the performance of public water and utility companies. It was emphasized how important it is to create a communication strategy and action plans, especially when it comes to key points, goals, messages, and roles in the company. Also, it was pointed out that it is very important to understand the concepts, tools, techniques, and materials for public relations (statements, press releases, invitations, media briefs, interviews) as well as the basic requirements for a successful appearance in public.