African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative consequences of ineffective government communications with the public. In response, this book ― the first of a two-volume edited work ― focuses on marketing communication themes related to branding, public relations, trade fairs and exhibitions, and public sector communications. Public sector marketing communication plays a crucial role in bridging the gap between society and the government. Building a relationship with the public through appropriate communication tools and platforms is sacrosanct to restoring public sector image and trust. The book supports this effort by sharing conceptual and theoretical research towards the marketisation of Africa’s public sector as it strives to become an effective partner with the public it serves.
Together with the second volume, which focuses on traditional and digital perspectives, this collection fills an existing information gap that is evident in Africa’s public sector.
Author(s): Ogechi Adeola, Paul Katuse, Kojo Kakra Twum
Series: Palgrave Studies of Public Sector Management in Africa
Publisher: Palgrave Macmillan
Year: 2022
Language: English
Pages: 257
City: Cham
Preface
Structure of the Book
Part 1: Public Sector Marketing Communications and Brand Management
Part II: Public Relations and Trade Fairs
Part III: Public Sector Communication Ethics and Recommendations
Contents
Notes on Contributors
List of Figures
List of Tables
Part I: Public Sector Marketing Communications and Brand Management
1: Introduction to Public Sector Marketing Communications in Africa
Introduction
Public Sector Marketing Communications
Marketing Communications in Africa’s Public Sector: Issues to Consider
Marketing Communications as a Promotional Tool in Africa’s Public Sector
The Role of Public Relations in Public Sector Organisations
The Use of Public Service Advertising Campaigns
The Use of Trade Fairs (Exhibitions) Organised by the Public Sector
Brand Communication, Image, and Reputation of Public Sector Organisations
Social Media Adoption in Africa’s Public Sector
Integrated Marketing Communications (IMC) in Africa's Public Sector
Public Sector Communication Ethics
Conclusion
References
2: Public Sector Branding in Africa: Some Reflections
Introduction
Benefits of Brand Communications in the Public Sector
Brand Communications in the African Public Sector
A Glimpse at the African Brand
Challenges of Brand Communications by the African Public Sector
The Critical Success Factors for Public Sector Branding in Africa
Conclusion and Recommendations
Limitations and Suggestions for Future Research
References
3: Marketing Communications Strategies for Public Transport Organisations
Introduction
The Public Transportation Context
Integrated Marketing Communications
Manager’s Responsibilities
Customer Engagement
Information
Education
Developing User Information Systems
External Communications
Online Engagement
Website
Social Media
Email Marketing
Mobile Applications
Chatbot
The Country Context
Conclusion
Recommendations for Managers
References
4: Positioning Public University’s Brand Through Marketing Communications: Practical Recommendations and Implications
Introduction
Higher Education in Nigeria
Branding Higher Education in Nigeria
Stakeholders for Marketing Communications in Nigeria
The Marketing Communication Plan for Public Universities in Nigeria
The Strategic Plan
The Marketing Communication Team
The Team
The Leadership
The Audience
The Plan
The Liveries
Marketing Communication Plan
Why Are We Communicating?
What Are We Communicating?
How Are We Communicating?
Where Are We Communicating
When Are We Communicating
Key Performance Indicators
Conclusion
References
5: Internal Marketing Communications in Ghana’s Public Sector: Conceptualisations and Extension
Introduction
Literature Review
The Conceptualisation of Internal Marketing Communications in the Public Sector
Development of Internal Marketing Communication Using the Integrated Marketing Communication Approach in the Public Sector
The Use of Digital Media in Internal Marketing Communications in the Public Sector
Proposed Outcomes of Internal Marketing Communication in the Public Sector of Africa
Recommendations for Enhancing Public Sector Internal Marketing Communications
References
Part II: Public Relations and Trade Fairs
6: Public Relations in the Public Sector in Africa
Introduction
The Concept of Public Relations
The Characteristics of Public Relations in the Public Sector
Public Relations Theory and Models in Use in the Public Sector
Characteristics of PR in the Public Sector
Managerial Function
Propaganda
Publicity
All-Encompassing
Lifelong
Multilevel and Multisectoral
Profession
Art and Science
Flexibility
Vigilance
Public Relations Strategies During Crisis
Examples of PR Crisis Responses in Governments in Africa
Westgate Mall Siege—Kenya
Bouknadel Train Accident—Morocco
Abduction of Schoolgirls—Boko Haram, Nigeria
South African Xenophobic Crisis
Conclusion
References
7: Public Relations in Africa’s Public Sector: A Crisis Situational Analysis of South Africa and Nigeria
Introduction
An Overview of Public Relations
Theoretical Perspectives on Public Relations
Press Agentry/Publicity Model
The Public Information Model
The Two-Way Asymmetrical Model
The Two-Way Symmetrical Model
Contemporary Models of Public Relations
Coomb’s Situational Crisis Communication Theory (SCCT)
The Systems Theory
A Crisis Situational Analysis of PR Adoption in South Africa and Nigeria
Case 1: Public Relations in the South African Government During Xenophobia
Case 2: Public Relations by the Nigerian Government During the COVID-19 Pandemic
Public Relations Challenges in Africa’s Public Sectors
Discussions
Conclusion
Recommendations
Future Research Directions
References
8: Trade Fairs and Exhibitions in the Ghanaian Public Sector: Meaning, Relevance, and Requirements
Introduction
Meaning of Public Sector Shows
Scope/Definition of Public Sector Shows
Key Stakeholders in Public Sector Shows
Visitors
Organisers
Exhibitors
Importance of Public Shows
Forms of Public Sector Shows
Vertical and Horizontal Public Sector Shows
Industrial and Consumer Public Sector Shows
Regional, National, and International Public Sector Shows
Technology Industry Public Sector Shows
Manufacturing Industry Trade Shows
Healthcare Industry Trade Shows
Restaurant and Food Industry Trade Shows
Arts and Crafts Industry Trade Shows
Relevance of the Public Sector Shows
Requirements for Public Sector Shows
Planning a Public Sector Show or Exhibition
Form and Size of the Public Sector Show
Market Research
Define the Public Sector Show Goals
Date, Location, and Duration for the Public Sector Show
Develop a Marketing Plan
Budgeting/Funding Plan
Trade Show Team
Cost Factors for a Trade Show
Duties of Organisers and Exhibitors
Organising a Public Sector Show: Things to Be Assessed
Organise a Local Partnership for the Show
Local Participation
Risk Assessment and Mitigation
The Trade Show’s Long-Term Viability
Trade Fair Participation Checklist
Registration Checklist for a Trade Fair
Conclusion
Recommendations
References
Part III: Public Sector Communication Ethics and Recommendations
9: Public Sector Communication Ethics in Africa
Introduction
Communication Ethics and Principles
Communication Ethics in the Public Sector
How to Encourage and Embed Ethical Communication in the Public Sector
Role of Government in Enhancing Good Communication Ethics in the Public Sector
Government Communication Capacity
Ethics-Based Government Communication
Role of Public Sector Communications Ethics in Building Trust Among Citizens
The Process of Trust Formulation in Government
Factors That Can Contribute to Trust Building Between the Government and Its Citizens
Interaction and Communication
Virtue Ethics and Its Application to Communication
The Complementary Role of Virtues and Principles
Perceptual Challenges to Public Sector Communications Ethics
Conclusion
References
10: Conclusion: Effective Public Relations and Brand Communication in Africa’s Public Sector
Introduction
Marketing Communication Practices in the Public Sector
Reimagining the Future of Public Relations in the African Continent
Conclusion and Recommendations
References
Index
