Public Sector Marketing Communications, Volume II
Public Sector Marketing Communications, Volume II: Traditional and Digital Perspectives
English | 2023 | ISBN: 3031178629 | 311 Pages | PDF EPUB (True) | 4 MB
English | 2023 | ISBN: 3031178629 | 311 Pages | PDF EPUB (True) | 4 MB
Building public sector image and trust in Africa requires judicious use of appropriate marketing communications tools and platforms. Contributing authors to this second volume of a two-volume work offer insights into how the selection and strategic utilisation of marketing tools will facilitate interactions between the government and the citizens, improve inter-governmental and inter-agency collaboration, and boost a citizen-oriented public sector. Traditional marketing communications tools continue to play a key role in citizen and public sector relationships; however, given mega-trends of demographic change, urbanisation, and digitalisation in Africa, it is important to consider how public institutions, including government agencies, local government, universities, and football associations, respond and adapt to these changes. The digital revolution presents an opportunity for public sector institutions to align their communication plans with new technologies, particularly leveraging social media platforms.