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.
Together with the first volume, which focuses on public relations and brand communication perspectives, this collection fills an existing information gap evident in Africa’s public sector literature. The text serves as a decision making, teaching, and learning guide for practitioners, faculty, and students interested in applying marketing principles and practices to the public sector.
Author(s): Ogechi Adeola, Kojo Kakra Twum, Paul Katuse
Series: Palgrave Studies of Public Sector Management in Africa
Publisher: Palgrave Macmillan
Year: 2023
Language: English
Pages: 299
City: Cham
Preface
Structure of the Book
Contents
Notes on Contributors
List of Figures
List of Tables
Part I: Introduction
1: An Introduction to Public Sector Marketing Communications: Traditional and Digital Perspectives
Introduction
Traditional and Digital Marketing Communications
Traditional Marketing Communication Tools for the Public Sector
Contemporary Digital Marketing Communication Tools for the Public Sector
The Challenges of Adopting Digital Tools in Public Sector Institutions
Conclusion
References
Part II: Public Sector Marketing Communications in Africa: Traditional Perspectives
2: Public Service Advertising and Celebrity Endorsement in Ghana
Introduction
Public Good and PSA
Celebrity Endorsement in Public Service Advertising
Response to Public Service Advertising in Ghana
Source-Credibility Model
Source Attractiveness Model
Meaning Transfer Model
PSA in Pandemic: The Case of Ghana
Challenges of PSA in Ghana
Conclusion and Recommendation
References
3: Direct Marketing in the Kenyan Public Sector
Introduction
Direct Marketing as a Communication Tool
The Kenyan Public Sector Dynamics
Direct Marketing as a Part of Public Sector Communication
Public Sector Direct Marketing Communication through the Public Administration Structure
The Process of Direct Marketing as a Tool in Public Sector Communication
Hurdles and Challenges of Direct Marketing for the Public Sector
Infrastructure-Based Challenges
Personal and Cultural-Based Challenges
Technology and Equipment-Based Challenges
Organisational-Based Barriers
The Role of Government 4.0 in Operations of Parastatals, Specifically Marketing Initiatives
Conclusion
Recommendations
References
4: Breaking the Silos: Role of Intergovernmental and Interagency Collaboration in Combating Insecurity in South Africa and Nigeria
Introduction
Conceptual Framework
Interagency Collaboration
The Whole of Government Approach (WGA)
Theoretical Framework
Process Model of Cooperation
Security Provisioning and the Necessity of Intergovernmental and Interagency Collaborations in South Africa
Civil Unrest
Vigilantism
Gang Violence
Racial Tensions and Inequality
Economic Decline and Unemployment
External Security Threats
Cyber Security Challenges
Intergovernmental and Interagency Cooperation to Combat Insecurity in Nigeria: Imperatives for Success
Conclusion
References
Part III: Public Sector Marketing Communications in Africa: Digital Perspectives
5: Digital Technology and Emergency Risk Communications of African Governments: Experiences and Lessons from Covid-19 Pandemic
Introduction
Digital Transformation of Government Communications in Africa
African Governments and Digital Technology: Communications during a Crisis
Governments’ Responses to Malicious Use of Digital Technology during Covid-19 in Africa
Challenges Faced by African Governments in the Use of Digital Technology for Communications
The Critical Success Factors for Emergency Risk Communication of African Governments
Outlook and Implications
Conclusion and Recommendations
Limitations and Suggestions for Future Research
References
6: Drivers and Challenges of Social Media Usage in Ghana’s Local Government Administration
Introduction
Literature Review
Local Government Context
Social Media Context
Importance of Social Media in the Public Sector
Challenges and Drivers of Social Media Adoption in the Public Sector
Theoretical Framework
Technology Factors
Organisational Factor
Environmental Factors
Methodology
Findings and Discussions
Suggestions for Social Media Adoption in Africa
Invest in Infrastructure and People
Continuing Use of Social Media
Transparency and Confidence
Involvement of the Stakeholders
Involvement in the Community/Civic Involvement
Initiatives
Efforts to Promote Policy
Awareness
Political Will
Conclusion and Implications
References
7: Optimising Social Media and Marketing Communication Strategies for Voter Education: A Way Forward for Independent National Electoral Commission (INEC) in Nigeria
Introduction
Theoretical Framework
Technological Determinism Theory
Social Marketing Theory
Social Media as a Tool for Scaling Voter Education in Nigeria
Optimising the Social and Media Dimensions of Social Media for Voter Education
Leveraging Marketing Communications for Driving Voter Education Campaigns in Nigeria
Market-Oriented Research
Voter Segmentation
Positioning
Integrated Marketing Communication (IMC)
Conclusion and Recommendations
References
8: Social Media Adoption in Public Sector Communication: Practices, Opportunities and Challenges in Public Sector Organisations
Introduction
Digital Transformation of Public Sector Marketing in Africa
Drivers of Social Media Adoption in Public Sector Marketing
Leveraging Social Media in Public Sector Value Proposition
Social Media Adoption in PSOs: Practices and Future Directions
Barriers to Social Media Adoption by Public Sector Organisations in Africa
Financial and Technical Resources
Lack of Commitment Towards Staff Training
Perceived Risk as a Barrier
Recommendation for the Adoption of Social Media for Public Sector Marketing
Conclusion
References
9: Using Social Media for Competitive Advantage: The Case of African Public Universities
Introduction
Online Learning and Education in Africa
The Start of Online Learning and the Massive Open Online Courses (MOOC) Revolution
Public Universities and Online Learning
The Digital Threats Faced by African Public Universities
An Increasing Preference for Hybrid or Fully Online Education
Digital Technology Resource Constraints and Low Digital Exposure
Debilitating Government and Regulatory Constraints
Preparedness for Remote Learning: The Case of Covid-19
Private Universities Adapted Better
Social Media and Competitiveness of Public Universities in Africa
Using Social Media for Competitive Advantage
Practical Recommendations for Effective and Efficient Social Media Use
Understanding the Audience and the Medium
Instagram
TikTok
YouTube
Twitter
Using Social Media Influencers
Conclusion
References
10: Public Sector Marketing Communications: Insights from/for the Primus National Football League Rwanda
Introduction
Research Context
Primus National League Team Profiles
Stadium Development and Marketing Communications
Literature Review
Integrated Marketing Communications in Football
Sponsorship Deals and Soft Power
Discussions
Conclusions and Implications
References
Additional Reading
Part IV: Recommendations and Conclusions
11: Conclusion: Towards Effective Public Sector Marketing Communications in Africa
Introduction
Emerging Issues in Public Sector Marketing Communications: Technological Change
Guidelines for a Public Sector Communications Manager
What is the Destination?
Conclusion
References
Index
