Public Sector Marketing Communications Volume I : Public Relations and Brand Communication Perspectives

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 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