Informiranje

Informiranje is the process and practice of providing information to individuals or audiences to increase awareness, understanding, or decision-making. In many South Slavic languages, including Croatian, Serbian, and Bosnian, informiranje denotes the act of informing, while the related verb form (informirati) means to inform. The term encompasses formal and informal communication across public, private, and civil sectors.

The concept covers both the content and the method of information distribution. It includes determining what information is relevant, how it is framed, and through which channels it is delivered. Forms range from interpersonal informing (one-on-one conversations) to organizational communication (memos, reports, intranets) and mass communication (news media, official press releases, digital platforms).

Key principles guide informiranje: accuracy and completeness of content, timeliness, impartiality and transparency, accessibility for diverse audiences, and the use of clear language. Ethical considerations emphasize source verification, minimizing manipulation, protecting privacy, and disclosing uncertainties when appropriate.

Applications of informiranje appear in journalism, public administration, education, health and safety communications, and marketing. For example, government agencies issue informational notices during emergencies; journalists report developments to the public; educators provide course information to students. The practice supports informed decision-making and accountability but also faces challenges such as misinformation, information overload, censorship, and varying literacy levels.

See also information dissemination, communication, transparency, media literacy, and information ethics.