INSTITUTIONAL IMAGE BUILDING IN THE PRESS, BETWEEN OFFICIAL MESSAGE AND PUBLIC RECEPTION
INSTITUTIONAL IMAGE BUILDING IN THE PRESS, BETWEEN OFFICIAL MESSAGE AND PUBLIC RECEPTION

Summary/Abstract: "In a social context increasingly dependent on information and public perception, the way institutions responsible for order and safety communicate becomes essential for building public trust. The Local Police, as an administrative actor with responsibilities in maintaining order, safety, and discipline, fulfills its role through direct interventions that reach the public through how they are communicated. This paper aims to analyze how the Arad Local Police constructs its public image through the media, based on articles published in 2024 following official press releases sent to journalists. The analysis explores both the content of the messages and the way they are framed narratively, the tone used, and the topics addressed. By combining frequencies, themes, and tones, the research provides an adaptable framework that can also be used institutionally for internal analysis and statistics.The paper contributes to understanding the relationship between public institutions and the media, within a local landscape where the press plays a dual role: a channel of information and a tool for symbolic validation. The analysis offers a mixed research model (quantitative and qualitative) applicable to studies in public communication, as well as in related fields such as journalism, political science, or public administration."

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