Digital Communications in Public Institutions

Nov 7, 2017 , Ljubljana, Slovenia Webinar

Developments in technology influence communications. The technological developments such as the internet with social media are changing public relations and communications with the public into digital communications. Much of what we do at work and at home has gone online and citizens are increasingly present on social media. This has changed the way public organizations are expected to engage with the citizens. New communication channels require new skills from public relations and communications experts.

Objectives of the webinar were to:

  • Describe how the role of public relations and communications with citizens is changing due to digital communication channels especially social media. 
  • Showcase examples of good digital communications practice of government institutions.
  • Highlight new skills that are expected from public relations and communications experts due to changed communications environment.

At the webinar participants:

  • Got an overview of changes that digital communications caused in the role of public relations and communication officers.
  • Learned about new challenges that new communications channels are posing and related new skills that PR and communications officers should master.
  • Got insight into good digital communications practices of public institutions.


The webinar lasted for one and a half hours. In the first part of the webinar we set the stage for discussion with presentations from communications experts that focused on characteristics of digital communications and good practices with some practical and straightforward tips that public institutions can use for external communication. The second part of the webinar was intended for discussion about challenges that institutions and experts from the region are facing in the context of digital communications and for presentation of examples of good regional digital communications practices.


The webinar was intended for staff from ministries of finance, central banks, and other public finance institutions, such as tax administrations, line ministries, and related, who are directly involved in design and implementation of communications and media relations, whether from public relations, cabinets, communications or spokespersons teams. The webinar was also open to other staff with an interest and experience in the sphere of digital communications.

Lead Experts

Matthew Jacobs, Digital Coordinator, U.S. Department of State 

Matt Jacobs is the Digital Coordinator for the Bureau of European and Eurasian Affairs at the U.S. Department of State. Matt serves as the chief digital strategist for Bureau, working to develop and refine how it and its Missions uses digital communication channels to engage foreign publics on U.S. policy priorities and initiatives. Matt holds an MA in International Development from the Elliott School of International Affairs at The George Washington University. He is a Boren Scholar.

Richard Medic, Digital Communications Specialist, founder of happeningo communications and Soonfeed Media

Richard Medic is a digital communications specialist based in Brussels and founder of happeningo communications. For the last 20 years he has helped European institutions, international organizations and businesses communicate more creatively and effectively. Most recently he helped build EPALE into Europe’s biggest community for adult educators, and ran pan-European digital campaigns for Erasmus+, European Voluntary Service and the New Narrative for Europe. He is also the creator of The Europe Song and founder of Soonfeed Media, a service that tells stories on the web “beforetime”.


This learning initiative was supported by:

Slovenia's Development Cooperation