Uloga odnosa s javnošću u oblikovanju političke percepcije premijera kantona/županije
Shaping Power Through Perception: The Role of Public Relations in Constructing the Image of a Cantonal Prime Minister

Summary/Abstract: In contemporary political systems, strategic communication is a key mechanism for shaping leadership perception and public trust in government institutions. This paper explores the role of public relations in the Office of the Prime Minister of Sarajevo Canton, focusing on instruments of strategic communication and the construction of political leadership perception, while comparing these practices with those of the Istrian County in Croatia. The research pursues two main objectives: a scientific one – to contribute to the debate on the professionalization of political PR, and a social one – to provide recommendations for improving communication strategies of local and regional governments. A qualitative framework was applied, combining case study analysis, semi-structured interviews, and comparative review. The hypotheses assume that Sarajevo Canton relies predominantly on reactive communication (H1), employs fewer proactive narratives and storytelling compared to Istria (H2), that digital presence plays a crucial role in shaping leadership perception (H3), and that PR professionalization depends more on the leader’s personal capacities than on institutional strategy (H4). Findings confirm the importance of a strategic approach while highlighting institutional instability and political fragmentation as major obstacles in Sarajevo Canton.

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