{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-5HHIQUL5/bcbbc20a-8fd0-4c10-b92d-d833ae2b5da4/PDF","dcterms:extent":"100 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-5HHIQUL5/928c5f14-c7d7-470b-bc75-3de8336401ff/TEXT","dcterms:extent":"8 KB"}],"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:DOC-5HHIQUL5","dcterms:issued":"2026","dc:creator":"Koritnik, Boštjan","dc:format":[{"@xml:lang":"sl","#text":"številka:1/2"},{"@xml:lang":"sl","#text":"letnik:62"},{"@xml:lang":"sl","#text":"str. 193-196, 225-226"}],"dc:identifier":["ISSN:1318-2277","COBISSID_HOST:291000579","URN:URN:NBN:SI:doc-5HHIQUL5"],"dc:language":"sl","dc:publisher":[{"@xml:lang":"sl","#text":"Gospodarski vestnik"},{"@xml:lang":"sl","#text":"Inštitut za javno upravo"}],"dc:source":{"@xml:lang":"sl","#text":"Javna uprava"},"dc:subject":[{"@xml:lang":"en","#text":"administrative unit"},{"@xml:lang":"en","#text":"innovation"},{"@xml:lang":"sl","#text":"inovativnost"},{"@xml:lang":"sl","#text":"jasen jezik"},{"@xml:lang":"sl","#text":"javna uprava"},{"@xml:lang":"en","#text":"leadership"},{"@xml:lang":"sl","#text":"marketing v javnem sektorju"},{"@xml:lang":"en","#text":"organisational culture"},{"@xml:lang":"sl","#text":"organizacijska kultura"},{"@xml:lang":"en","#text":"plain language"},{"@xml:lang":"en","#text":"public administration"},{"@xml:lang":"en","#text":"public sector marketing"},{"@xml:lang":"sl","#text":"rebranding"},{"@xml:lang":"sl","#text":"uporabniška izkušnja"},{"@xml:lang":"sl","#text":"upravna enota"},{"@xml:lang":"en","#text":"user experience"},{"@xml:lang":"sl","#text":"vodenje"}],"dc:title":{"@xml:lang":"sl","#text":"Človeški obraz državnega organa| pot Upravne enote Črnomelj do marketinške odličnosti|"},"dc:description":[{"@xml:lang":"sl","#text":"The article presents the Črnomelj Administrative Unit as an example of good practice in Slovenian public administration. It was the first Slovenian government body to receive an award for marketing excellence for the project ‘The State That Speaks Your Language: Rebranding a State Authority’. The article examines the project’s origins, objectives and broader significance for the modernisation of public administration. Particular attention is paid to the vision of Gordana Mikunovič, head of the Črnomelj Administrative Unit, whose leadership and commitment to a human-centred approach, plain language and open communication have shown that public administration can operate in a genuinely citizen-centred manner, even within the strict statutory framework in which government bodies operate. The project involved far more than a redesign of the unit’s visual identity: it brought about a broader transformation of its organisational culture and the way it communicates with citizens. Its aims were to improve access to administrative services, strengthen public trust and make administrative procedures easier to understand and navigate. The article argues that successful innovation in the public sector depends less on substantial financial resources than on clear vision, effective leadership, creativity and a willingness to challenge established bureaucratic practices. The experience of the Črnomelj Administrative Unit therefore offers valuable lessons for other public institutions seeking to modernise their communication practices and strengthen public trust in public administration"},{"@xml:lang":"sl","#text":"Prispevek predstavlja primer dobre prakse Upravne enote Črnomelj, ki je kot prvi državni organ v Sloveniji prejela priznanje za marketinško odličnost za projekt »Država, ki govori vaš jezik: rebranding državnega organa«. Obravnava razloge za nastanek projekta, njegovo vsebinsko zasnovo in pomen za razvoj sodobne javne uprave. V ospredju je vizija načelnice mag. Gordane Mikunovič, ki je z doslednim poudarjanjem človeškega pristopa, razumljivega jezika in odprte komunikacije dokazala, da je mogoče tudi v okviru zakonsko strogo urejenega delovanja državnih organov razviti organizacijsko kulturo, usmerjeno k uporabniku. Projekt ni pomenil zgolj prenove zunanje podobe upravne enote, temveč predvsem spremembo načina razmišljanja in komuniciranja z državljani, katere cilj je povečati dostopnost upravnih storitev, zaupanje javnosti in prijaznost upravnih postopkov. Prispevek poudarja, da uspešne spremembe v javnem sektorju niso odvisne predvsem od velikih finančnih vložkov, temveč od jasne vizije, voditeljstva, ustvarjalnosti in pripravljenosti na preseganje ustaljenih birokratskih vzorcev. Primer Upravne enote Črnomelj je pomembna spodbuda za druge institucije javnega sektorja pri razvoju sodobnih pristopov komuniciranja ter krepitvi zaupanja med državo in njenimi državljani"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:DOC-5HHIQUL5","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:DOC-5HHIQUL5"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:DOC-5HHIQUL5/bcbbc20a-8fd0-4c10-b92d-d833ae2b5da4/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Univerza v Ljubljani, Pravna fakulteta"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:DOC-5HHIQUL5/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:DOC-5HHIQUL5"}}}}