Conclusion: Towards Effective Public Sector Marketing Communications in Africa

Adeola, Ogechi; Mogaji, Emmanuel; Katuse, Paul; Twum, Kojo Kakra

Abstract

Despite Africa’s growth in industrialisation, increased competition in the private sector and progress towards a more market-driven economy, the role of the government in meeting public needs remains relevant. Given the rising citizen participation in causes that affect their lives, effective public sector marketing communications have been identified as crucial for government institutions to meet the needs of the populace, communicate effectively with stakeholders, manage crises and build engagement with the society. This chapter advocates the incorporation of digital and traditional media in the development of effective marketing communications in the public sector; therefore the growth in the usage of the former should not constitute abandoning the latter. The right mode or mix of communication tools should be decided based on context, target audience, and content relevance and applicability. In this concluding chapter, readers will find commentary on emerging issues in public sector marketing communications, recommendations for developing a roadmap to achieving desired outcomes, and a rationale for the importance of integrating digital and traditional media in public sector marketing communications.

Citation

Adeola, O., Mogaji, E., Katuse, P., & Twum, K. K. (2023). Conclusion: Towards Effective Public Sector Marketing Communications in Africa. In Public Sector Marketing Communications, Volume II (267-284). (1). Springer International Publishing. https://doi.org/10.1007/978-3-031-17863-4_11

• Online Publication Date: May 4, 2023
• Publication Date: 2023
• Deposit Date: May 31, 2023
• Pages: 267-284
• Edition: 1
• Book Title: Public Sector Marketing Communications, Volume II
• ISBN: 978-3-031-17862-7; 978-3-031-17865-8
• DOI: https://doi.org/10.1007/978-3-031-17863-4_11
• Additional Information: First Online: 4 May 2023