Public sector marketing communications. Volume I, Public relations and brand communication perspectives / Ogechi Adeola, Paul Katuse, Kojo Kakra Twum, editors.
Adeola, Ogechi, editor.; Katuse, Paul, editor.; Twum, Kojo Kakra, editor.
2022
JF1525.M37
Available Online

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Title Public sector marketing communications. Volume I, Public relations and brand communication perspectives / Ogechi Adeola, Paul Katuse, Kojo Kakra Twum, editors.
ISBN 9783031072932 (electronic bk.)
3031072936 (electronic bk.)
9783031072925
3031072928
DOI https://doi.org/10.1007/978-3-031-07293-2
Published Cham : Palgrave Macmillan, [2022]
Copyright ©2022
Language English
Description 1 online resource (xxi, 244 pages) : illustrations.
Other Standard Identifiers 10.1007/978-3-031-07293-2 doi
Call Number JF1525.M37
Dewey Decimal Classification 352.7/48096
Summary 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 Africas 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 Africas public sector. Ogechi Adeola is an Associate Professor of Marketing and Head of the Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria. Paul Katuse is an Associate Professor of Management at the Skyline University College (SUC) School of Business, Sharjah, UAE. Kojo Kakra Twum is the Head of Department of Business Administration at Presbyterian University College, Ghana.
Note Includes index.
Access Note Access limited to authorized users.
Source of Description Online resource; title from PDF title page (SpringerLink, viewed October 18, 2022).
Added Author Adeola, Ogechi, editor.
Katuse, Paul, editor.
Twum, Kojo Kakra, editor.
Series Palgrave studies of public sector management in Africa.
Available in Other Form Public sector marketing communications. Volume I, Public relations and brand communication perspectives.
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
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Intro
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

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