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Marketing in the public administration requires an approach involving at the same time being open to the citizens’ requirements, continuous adaptation to the evolution of the society, transparency, flexibility and efficiency in the functioning of public institutions, obtained as a result of the activity being focused on the citizens’ needs. Institutional communication is the instrument by which the state institution aims to strengthen its image and reputation among citizens. Marketing communication in the public administration has the purpose to build a climate of trust and approval from citizens, while at the same time functioning as promotion. European funds are the Structural Instruments by which the European Union acts to eliminate gaps between regions and states, for the purpose of achieving economic and social cohesion. Member States of the European Union receive financial support in order to overcome their structural shortcomings and develop their ability to withstand the unified market. During the financial period 2007-2013, Romania, as a member state, received non-reimbursable European funds for the purpose of structural and regional development, including environmental protection. The need to adjust to the current economic climate requires from the public administration (both at European Union level and for each member state), to know exactly the social environment in which it functions and focus its marketing communication to the fundamental goal to study the citizens’ requirements and needs to align the offer of public services with the market requirements.
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