Description
Book SynopsisAfrican 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 Africa’s 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 Africa’s public sector.
Table of ContentsPart 1: Public Sector Marketing Communications and Brand ManagementChapter 1: Introduction to Public Sector Marketing Communications in AfricaChapter 2: Public Sector Branding in Africa: Some ReflectionsChapter 3: Marketing Communications Strategies for Public Transport OrganisationsChapter 4: Positioning Public University’s Brand through Marketing Communications: Practical Recommendations and ImplicationsChapter 5: Internal Marketing Communications in Ghana’s Public Sector: Conceptualisations and ExtensionPart II: Public Relations and Trade FairsChapter 6: Public Relations in the Public Sector in AfricaChapter 7: Public Relations in Africa’s Public Sector: A Crisis Situational Analysis of South Africa and NigeriaChapter 8: Trade Fairs and Exhibitions in the Ghanaian Public Sector: Meaning, Relevance, and RequirementsPart III: Public Sector Communication Ethics and RecommendationsChapter 9: Public Sector Communication Ethics In AfricaChapter 10: Conclusion: Effective Public Relations and Brand Communication in Africa’s Public Sector
