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Public relations and the military : evaluation of the Slovenian armed forces

Brožič Liliana

Security and Defence Quarterly

2015

Vol. 8, No. 3

43--68

Public confidence in the armed forces as a national institution is of great significance and directly related to the conditions for its operation and, thus, the functioning of the state. Both wish to operate openly, transparently and in cooperation with civic society. The armed forces as a social institution can be maintained only if they fulfil the public’s imperatives. In terms of the public and the media, a question arises regarding the balance between social and functional imperatives, the latter representing a fundamental mission of the armed forces. We wanted to know what public relations are like in the case of the Slovenian Armed Forces; how they are seen by internal and external stakeholders. Among the latter, we focused on the general public’s opinion, the opinion of media representatives and the opinion of experts from academia. The findings derived from various projects in the period between 2010 and 2013 were the basis for determining orientations for the future.