Government Communication and Political Public Relations

Abstract

The dynamic operating environments in which public servants work characterized by volatility, uncertainty, complexity and ambiguity, demand new skillsets and approaches. Social media literacy, knowledge about stakeholder engagement and data analytical skills are now key competences needed by government communicators. Extreme connectivity and the exponential increase in data and information drive citizens’ expectations which, in turn, produce greater demands for transparency, participation and responsiveness. Yet, at the same time, governments are faced by the challenges of getting the attention of stakeholders and gaining a reputation for reliable and truthful communication in a context of clickbaits and so-called “fake news” and “alternative facts.” This chapter defines government communication and explores the main areas of development of 21st century government communication and points to the state of play in key fields such as the use of digital and social media and behavioral insights, approaches to listening, response, measuring communication impact, professionalization and professionalism. The chapter concludes by suggesting that effective government communication will be value-led, resting on values that characterize conversations including the principle of cooperation, distribution of speakers’ rights, the practice of listening and courtesy and the application of trust-building practices.

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