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A holistic approach to transformational communication (examined from the perspective of ethical and moral norms) requires investigation of its different aspects, such as communication efficiency (Paynton et al, 2016), evolution of ethics (Bud’urova, 2015), business ethics (Boatright, 2011; Norman, 2013, and etc.), transformational leadership (Uusi-Kakkuri, 2017; Jiang et al., 2017, and etc.), social capital (Growiec et al., 2017; Grieco, 2017, and etc.) or more specifically, ethical and moral norms (Orozco-Toro and Ferré-Pavía, 2013; García-Marzá, 2017). Such multi-facet interpretation of transformation communication explains various effects of communication which are experienced by any economy or organization undergoing reforms, transition from one development category to another or trying to enhance performance and reach sustainability while facing new global trends (related to networking, new technologies, innovation, knowledge sharing as well as bigger pressure from stakeholders to generate social value-added). Being more visible and closer to citizens, civil service organizations face the necessity to apply innovative communication means and collaboration-based approach to policy implementation, whilst many jeopardizing factors, such as insufficient social trust, the fear of failure, bureaucracy or lack of consistency, diversity and reward, call for implementation of various communication guidelines and ethical and moral norms-related documents. Thus, the research question “How to leverage the potential of transformational communication via ethical and moral norms in civil service organizations” is particularly relevant among economies which still face frequent manifestations of nepotism or fragile social trust dimensions. To avoid of triviality and to have a more profound analysis of the topic, the research is anchored in qualitative methodology, where results of semi-structured interviews with 20 Lithuanian civil servants support the designed conceptual model of transformational communication effects, which serves as a practical and useful education tool for policy makers and civil servants.

Transformational Communication via Evolving Ethical and Moral Norms of Lithuanian Civil Service Organizations