Public sector marketing communications. Volume II, Traditional and digital perspectives / Ogechi Adeola, Kojo Kakra Twum, Paul Katuse, editors.
Adeola, Ogechi.; Twum, Kojo Kakra.; Katuse, Paul.
2023
JF1525.M37 P83 2023
Available Online

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Title Public sector marketing communications. Volume II, Traditional and digital perspectives / Ogechi Adeola, Kojo Kakra Twum, Paul Katuse, editors.
ISBN 3031178637 electronic book
9783031178634 (electronic bk.)
3031178629
9783031178627
DOI https://doi.org/10.1007/978-3-031-17863-4
Published Cham, Switzerland : Palgrave Macmillan, 2023.
Language English
Description 1 online resource
Other Standard Identifiers 10.1007/978-3-031-17863-4 doi
Call Number JF1525.M37 P83 2023
Dewey Decimal Classification 352.748096
Summary Appropriate market communication tools will always be essential to maintaining a good public image. This book provides a deep understanding of the application of these tools to the public sector. - Odunayo O. Bamodu, mni, Deputy Chief Registrar, National Industrial Court of Nigeria. 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 Africas public sector literature. The text serves as a decision making, teaching, and learning guide for practitioners, faculty, and students interested in applying state-of-the-art marketing principles and practices to the 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. Kojo Kakra Twum is the Head of Department of Business Administration at Presbyterian University College, Ghana. Paul Katuse is an Associate Professor of Management at the Skyline University College (SUC) School of Business, Sharjah, UAE.
Note Includes index.
Access Note Access limited to authorized users.
Source of Description Description based on print version record.
Added Author Adeola, Ogechi.
Twum, Kojo Kakra.
Katuse, Paul.
Series Palgrave studies of public sector management in Africa.
Available in Other Form Print version: 9783031178627
Public sector marketing communications. Volume II, Traditional and digital perspectives
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
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Intro
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

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