Good Public Sector Communication
Good communication is no longer an optional extra for public sector organisations. It is an essential part of any successful organisational strategy and a fundamental component of how the general public and the people using public services judge how well those services are being delivered.
The demand for transparency and accountability in the public sector has never been greater and an increase in consumer voice and choice (the empowered citizen) means that open, honest, two-way communication is the only viable option for organisations wishing to build their reputation and strengthen relationships with their communities.
Public sector communication should no longer be thought of and practised as a linear activity. Communication should not start with the crafting of a message and end with its delivery. Effective communication is a circular process; listen, learn, let people know. And when you’ve done that, do it again.
Listen, learn and let people know
Public sector organisations must learn to listen; listen to their communities, their customers. What are their needs? How do they want them to be met?
But it’s not just about listening. Public sector organisations must also learn to learn; learn from their customers, their experiences. Were their needs met? How could services be improved?
And it doesn’t end there. Public sector organisations need to share the outcomes of their learning; show their customers how they are responding to their needs, improving services.
But just as the pressures and priorities of public sector organisations constantly shift and change, so too do the expectations and demands of its customers – which is why it is essential to keep listening, learning and letting people know.
This circular approach to communication is far more effective than a linear approach because it engenders trust between an organisation and its communities. Trust is important because it is the foundation from which every long-lasting, successful relationship is built. And with trust comes credibility.
So if credibility and trust are important to your organisation, so too should two-way communication. And if you’re not already channelling significant effort into improving the flow of communication in, out and across your organisation, what are you waiting for?