Hrvatska policija u digitalnom prostoru – prijedlog modela za komunikaciju s javnošću putem društvenih mreža

Social media use in police-public communication is a growing topic in the professional and scientific literature. There is an increasing need for digital communication channels with the public. Businesses use social media platforms like Facebook, Twitter, and Instagram to promote their brand, reach potential customers, and engage with current clients. Police departments use social media for information gathering, community outreach, and public safety communications. However, there are concerns about insufficient regulation of social media communication. This research aims to assess police officers’ attitudes and the environment in which the Croatianpolice operates, but also to give a proposal of an initial communication model applicable to current conditions. Primary research through focus groups was conducted to gain insight into the police officers’ attitudes, while secondary sources such as scientific literature and best practices from other countries were analysed in order to allow further adjustments of the model to the conditions in Croatia. The results of this paper suggest it is possible to propose a maturity-based communication model that will enable the Croatian police to increase their ability to open new communication channels via social media.