Človeški obraz državnega organa : pot Upravne enote Črnomelj do marketinške odličnosti

slovenian

2026

volume 62, issue 1/2

administrative unit   innovation   leadership   organisational culture   plain language   public administration   public sector marketing   user experience

Univerza v Ljubljani, Pravna fakulteta

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.

09.11.2026