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Editor-in-Chief of the portal Capital.ba

Decisions in public administration and public companies will have to be made much faster. Coordination within the entire communication industry, but also with the media, must be much better, and this requires more mutual trust. The pandemic has taught us that things can go differently than our previous way of working and communicating. It has accelerated the flow of information, set priorities differently, shortened unnecessary meetings, provided more privacy and created a completely different structure and category of content consumers. Traditional sources of information have retained trust, but have lost the battle with internet platforms. Consumers of information, goods and services, instructed by the experiences of the past months on social networks where they exchanged and exposed accurate, semi-accurate and inaccurate news, will seek greater interaction with producers and intermediaries. We need to be prepared for greater adaptation and do so much faster than we expected before the pandemic. Public criticism, relativization, or simply spinning by competition, whether it was the communications or journalism industry, in the fight for likes, news, money, or clients, is yet to peak next year. And it will not disappear with the disappearance of the COVID-19 virus. I hope that public administration and public companies understand the importance of quality, adequate and fast communication with the public at a time when information consumers, service users and citizens are becoming increasingly eager to be as knowledgeable as possible about how to work and dispose of public funds.