THE QUALITY OF COMMUNICATION IN THE CONTEXT OF REGIONAL DEVELOPMENT KVALITA KOMUNIKACE V RÁMCI ŘÍZENÍ REGIONÁLNÍHO ROZVOJE

Public administration of the Czech Republic is currently in the process of improving services by introducing systems and principles of quality management. This process is also supported by the New Strategic Framework for the Development of Public Administration of the Czech Republic for the period 2014 -2020th and the National Strategy for Quality Policy in the Czech Republic for the period 2011 to 2015th. The issue of regional development depends on functional and effective cooperation between public authorities, business portfolio and the public. Implementation of individual projects aimed at regional development cannot be successful if effective and efficient communication strategy is not implemented. The basic requirements that are required from communication links with respect to communication aims can be defined by using the principles and rules of quality management. By respecting these requirements, it is possible to provide an appropriate mix of communication tools in the strategic planning of communication events. Selecting and setting effective communication tools can be made by methods of multi-criteria evaluation of alternatives. For this objective it is possible to use the AHP method, which takes into account the specifics of the decision-making process in the conditions communication management development projects. Better communication of quality management in projects aimed at regional development can be obtained by applying these methods. The aim of the paper is the proposal of one possible solution methodologies optimal choice of communication tools in the context of strategic communication planning regional development projects. Klíčová slova: komunikace, regionální rozvoj, kvalita, veřejná správa, ISO normy, komunikační strategie.


INTRODUCTION
In public administration, within the newly implemented approach began to take more account of the views, needs and wishes of consumers of services. For this reason, the process of modernization of public administration in the Czech Republic takes place gradually. This process includes application of management systems and principles in public administration. Management, which is taken from the private sector, is mainly used to improve the organization and activities of the public administration. Abandonment of traditional bureaucratic management system and gradually move toward the goal-oriented management of public administration is due to the implementation of territorial development at the municipal, regional, and in the whole country. This process is also formation analysis using quality methods in public administration, • processing methodology implementation of quality management systems in the administrative offices, • implementation of quality management methodologies in the administrative offices, • implementation of training in quality control for employees of administrative authorities and civil servants, • methodological support quality management at local government units, • application of the methodology of preparation of public policies and their implementation in practice, • development of strategic systems and tools work in public administration, • implementation analyses of strategic documentation, hierarchy of strategies and other activities for improving strategic work.
The most important requirements of the tasks of the public administration are the requirements for quality, speed and efficiency. These requirements cannot be guaranteed without the appropriate quality setting for communication within the public administration in the context of processes as well as the interaction with the target group of services or interaction with the general public. Property services provided by public administrations, determines the increased requirements on the quality and effectiveness of communication. Based on the determined requirements also define the criteria required for the realized long-term communications strategy. Some of them directly identify opportunities for continuous improvement. Currently, many of which have already been implemented within the public administration authorities.

Standards ISO 9000
In recent years, the quality system has become a common standard in Czech companies • in providing information about the service, • the issues related to the provision of public services, methods of processing requirements, including changes in contracts, • on feedback information from the client, including complaint handling.
The standard ISO 9004: 2009 in Section 6.7 provides a general guidance on how to deal with message: "Management should deal with the data as the basic source of information on transformation and sustained development of knowledge within the company, which is important for decision-making on the basis of factors and can stimulate innovation." (ISO 9004:2009Standards, 2009) The company has to ensure: • to identify their information needs, • to identify and make available internal and external sources of information, • to transform information into knowledge useful for the company, • use data, information and knowledge to determine their strategies and goals, • ensure sufficient protection and confidentiality • evaluate the benefits derived from the use of information to improve the management of information and knowledge.
The nature of the application of the principles of TQM in administrative activities can be determinate based on studies of international knowledge four key approaches (Nadányiová, 2014) (Luštický, Slabá, 2009): • application of the overall change in the relationship of elected representatives and officials to citizens especially as services provided to customers. Elected representatives of local government and public officials should implement effective and efficient communication. Their way of negotiation and empathy should be at a high level. It assumes that a receiving feedback, polite discussions with officials of citizens, their active listening requirements and needs of the population. It is desired preparedness operatively to solve citizens' problems as a logical condition of work in public administration.
• significant increase focus on the quality of any services which many times is associated with an internal reorganization of administrative authorities so that they can be more flexible and responsive to the requirements and needs of citizens.
• significant improvement of communication with the public and presenting by the central government authorities, as well as the authorities of municipalities and regions, their representatives and officials in national, regional and local media.
This approach requires the development of specific methods of long-term strategic communication between representatives of public administration and the press, radio and television, which is one of the tasks of professional education.
• developing the best possible communication of elected representatives and officials with citizens, as well as the practical application of the principles of citizen participation. (Nenadál, Noskevičová, Petříková, Plura, 2002), Necessary condition that the mentioned approaches to managers of public administration authorities to successfully implement is a long-term system of professional education of representatives and officials, with increased emphasis on practical application of the principles of Total Quality Management in the daily activities of the office.

Common Assessment Framework (CAF)
The CAF model -was developed by the European Institute of Public Administration -EIPA as a tool for improving the quality of public administration in Europe. The CAF model is a free tool that contains a set of nine criteria required to perform a self-assessment of the organization. Each criterion contains additional sub-criteria ( Republic. • transfer speed -is the time for transmitting the message from the sender to the recipient,

Determination of quality criteria for individual communication links
• credibility of information -says the extent to which the information is evidencebased, • concreteness -the extent to which the report contains relevant (concrete) information, • explicit how the information in the report filed to make them understand, • an amount of necessary information -is a measure of satisfying the information needs of the recipient communication through the communication process, • frequency of the target group of recipients in the time context information transmission • brevity -if transmitted messages contain too much unnecessary information, • an obtaining feedback -can be monitored in several respects: • a speed of feedback: • a withdrawability of receiving the feedback, • frequency of providing feedback to recipients, • content -enough amount of relevant information, • distortion or loss of information -the rate of misinformation.
We can determine the importance of the criteria in communication links by appropriate application of these criteria to the specific conditions of public administration authorities.

Determination of critical points, communication dysfunction and determine the valuation criteria
By using the mentioned methods for the management and evaluation of the quality of public services, it is necessary to perform regular analysis of the quality of communication -communication audit. Through this it is possible to determine the general critical points, which have a lower quality of communication within the established quality criteria, to outcome of the analysis, the links between them and the intensity with which it operates.
The decision problem can be represented as a hierarchical structure. There is a linear structure containing s-levels, each of these levels consists of several elements. The hierarchy for the general role of multi-criteria evaluation of alternatives can be the following: • 1st level -the goal of negotiations, • 2nd level -experts who participate in the evaluation, • 3rd level -criteria of evaluation, • Level 4 -assessment of variants, as shown in Fig. 1.

Figure 1
The hierarchical structure of the task of multi-criteria decision making Source: Jablonský, 2002 Relationships between all the components at each level of the hierarchy can be determined similarly as in determining the weights of criteria of the Saaty method. If we have a four-level hierarchy (one goal, h-experts, n-criteria a m-variants), one pair-wise comparison matrix of dimensions h × h will be on the second level of the hierarchy j. At the third level, there will be the h-matrix of size n × n, and at the fourth level there will be n-matrices of size m × m. The value of each specified requirement can determine using Sasty´s method. The system of evaluation should be based on the formation of arranged pairs consisting of the weight of importance of a given parameter which the user evaluates within the framework of transport and the level (value) of this parameter (relation 1) (Jablonský, 2002): Where: • MH -total multi criteria valuation, • v i -relative weight of importance of the i th parameter, • s i -level of meeting the requirements of the i th parameter.
In order to determine the weights of importance of a given parameter we use Saaty´s method. User´s preferences are contained in the matrix of pairwise comparisons S. It is important to use the information about these preferences for the estimate of the weight of the parameters. One of the conditions for usability of this information is its appropriate quality. The matrix of pairwise comparisons must be sufficiently consistent. Matrix S is fully consistent if for any index trio i, j, q it applies that s iq = s ij s jq . For example matrix (relation 2): (Jablonský, 2002) A good estimate of vector v can be obtained as a geometrical average of elements in each line of the matrix. Matrix S normalized so that the sum of its elements is equal to 1 (relation 3,4) (Ocelíková, 2004): (2) (1) Variants "divide" value the importance of using the appropriate criteria in the calculation of these matrices (criteria can then 'share' scales relevant expert). The values that we obtain are called preferential variant indexes in terms of all criteria. (Kampf, Gašparík and Kudláčková, 2002) If we add these preferential indices in terms of all criteria, we will get the evaluation variant from the perspective of experts and in terms of all the criteria. (Jablonský, 2002) The main idea of the AHP model is broken down into a major problem into separate elements (sub-criteria) and they compare with each other.
Distribution of properties into smaller sub-properties (the principle of elementary information processes) is very important for several reasons (Ocelíková, 2004): • evaluation results by individual sub-criteria is much easier, • in case of doubt it is easier verifiability assessment, • individual evaluation criteria are more accurate semantic content, • consensus opinions of experts is higher in assessments under different criteria.
We The proposal builds on the theoretical basis of available knowledge, which has been published in this area so far. Communication problems in applying quality management system is not discussed to the extent needed (Szárková, 2002;Matiedes and Ďado, 2002).
Their work is mainly focused on communication quality for determining a claim on corporate and marketing communications according to ISO 9000. AHP method is used in various fields of decision making in the world. It is used in practice, especially in areas such as transport, logistics, engineering and economics (Tarabová and Chudada, 2011; Baďo and Vrablic, 2008;Ocelíková, 2004;Fiala, 2008). It is not known that the application of this method to the conditions of quality modelling communication flows in public administration was solved and used in practice. Use of determining the weights of quality criteria for quality modelling communication flows by optimization methods of multi-criteria evaluation of options is the possibility of objective quality control communication for public administration.