In the hard competitive fight among organizations it is not enough to produce high-quality products. It is also important, to inform customers about its characteristics and benefits. Communication is very important especially for service-oriented organization, among which we can place also local communities. Who are the publics of a local community, how are they connected and how to communicate with them to achieve local community's goals are questions, which authors deal with in this contribution and which every local community should be able to answer.
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