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The article deals with questions about the rules of effective, efficient and rational management through the results of marketing communications of administrative units of local self-government. The authors point to the Polish experience in this area with regard to systemic transformation since 1990, based on the decentralization of power and the effective dismissal of social potential, by focusing marketing communications of local governments on activating citizens to take action and ensure citizens' responsibility for the environment. These changes set new tasks for local governments, the proper implementation of which should be based on the implementation of management through the results that can be identified in local government bodies as a process of setting measurable goals for the administration responsible for specific public tasks. implementation of the mechanism of continuous monitoring of these goals, as well as the adaptation mechanism in the context of changes in the internal and external conditions of the organization and informing the public about the results achieved. The results management is based on modern tools used in public finance management, that is, budget execution and management. In order to improve the activities of local self-government bodies, the authors offer lifelong learning in the form of short forms of support (training, courses, seminars) in the process of non-formal learning, taking into account the educational prerequisites for sustainable development. The authors recommend short forms of acquiring new competencies required by the changing environment, challenges related to technological changes and increasing efficiency of market institutions (enterprises), indicating that non-formal education in the field of results management, combining economic, social and ecological aspects is an indispensable element improving the staff of local government administration, aimed at the proper implementation of statutory tasks and competent service of the local community while at the same time rational and effective use of public funds, and thus an essential element of sustainable city management. New management tools implementation combined with the education process can be treated as organisational innovation.

Marketing communications of administrative organs of local governance and local community