The tale of words and power

The article examines how institutional frameworks influence communication strategies and public engagement across six countries in Southeastern Europe. Findings from focus group discussions reveal that formalized communication rules enhance credibility and consistency, but hinder adaptability, especially when engaging younger audiences who prefer informal and visual communication styles. Communicator literacy fosters clarity, trust, and audience connection, including adapting language and employing rhetorical and emotional intelligence. Leadership amplifies the perceived authority of institutional messages, increasing public responsiveness. Regional complexities, such as multilingual requirements for national minorities, highlight the tension between inclusivity and efficiency. Grounded in the social-fields-approach, the article emphasizes the interplay between institutional structures, sociocultural contexts, and public opinion formation. Institutions must adopt adaptive and inclusive strategies to effectively engage diverse publics and foster trust.