Government communication takes place in the public domain: where citizens and government meet. Because the public interest comes first, government communication is fundamentally different from communication in the commercial world. In this article: the development of government communication, tools in government communication, policy instruments, the policy cycle and the role of communication.
Communication
A simple definition of communication is the transfer of a message from sender to receiver. The field of communication is fairly new. There are different forms of communication within organizations; marketing communication, concern communication and internal communication. A separate specialty is government communication.
Differences between government communication and commercial communication
Government communication differs from commercial communication in a number of ways.
- The government has a more complex environment
- The general interest comes first in government, while in the business community individual or corporate interests come first
- Results are measured differently. It is not about profit, but about support.
- Government has coercion
- The government is bound by transparency
Social problems
Communication about social problems is an aspect of government communication. Examples of social problems to which communication can make a positive contribution are:
- Excessive use of alcohol
- Low voter turnout
- Discrimination
- Counterterrorism
Competencies of communications advisor
Specific requirements are also imposed on the communications advisor when it comes to government communications. He must have two important core competencies: he must be able to confront the government organization with the perspective of the outside world, but also be able to give meaning to information coming from the government. The coordination between the government organization and the environment must be optimal. Typical qualities of a communications consultant include analytical skills, flexibility and creativity.
Developments in government communication
- Communication about policy: explaining and explaining the decision: via the media
- Communication as policy: policy instrument to achieve policy goals: private media
- Communication for policy: during policy development and acceptance
- Communication in policy: understandable policy: service and administrative communication
Purpose of government communication
The main purpose of government communication is to make government actions transparent and to comply with the citizen’s right to information. This is formally laid down in the WOB (Public Access to Government Act). Creating support is also an important goal that the government is pursuing. Interaction with the outside world is a necessary condition.
Phases of the policy cycle and the role of communication
There are five phases in the policy cycle, which require a different communication approach.
- Problem signaling; monitors
- Policy preparation: interactive policy making
- Policy formulation: make public, explain
- Policy implementation: communication as an instrument
- Policy evaluation: effect measurement, adjustment
Government policy instruments
The government has various policy instruments at its disposal. Consider, for example, regulations, financial incentives and facilities and communication.
Communication as a policy instrument
Communication as an instrument to achieve policy goals can have both a supporting and an independent function. Communication as a supporting function is aimed at facilitating other instruments. Communication then focuses on knowledge, understandability and acceptance. However, communication can also be used as an independent instrument. my view on