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

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