Public Marketing...

It is common for the executive board, the Mayor’s office, City Hall, the Ministry, State government and the Presidency to have a significant imbalance or gap between actual administration achievements and the way society perceives their political performance. Contrary to conventional wisdom, good works do not speak for themselves. Or if they do, care should be taken to make sure they come across properly. The view people have of an administration’s works passes through a number of filters first. There is a pretty complex form of intermediary communication between an administration’s production and the representative value given it by the people. There is not much point having a good product if we do not communicate its quality properly to the people, or if the only thing that people know about those products is through what our opponents tell us about them.

There are a range of techniques, thoroughly developed in several countries over the last few years, which together make up what is known as Public Marketing, and which aims to close the gap between actual results and the view people have of those results. It even adds a special bonus, one which depends on this job being done in a truly professional way. 

How we work in public marketing... Procedures This article describes the main procedures needing to be developed in order to administer public communication efficiently and to bring the user closer to the administration.

Why Public Marketing? Giving a voice to government works Works do not speak for themselves. What people do not get perceive does not go down in history. Build up perceptions and beliefs from your works. Communications will help.

Parliamentary Marketing What is the Parliament’s image? What do public opinion polls refer to when they measure the Parliament’s image? Are they assessing a democratic instrument or a group of politicians? We will see what the difference is.

Political feasibility and Social Security Reform Marketing Public policies versus ideology and myths In every country in which they have tried to implement a reform of the Social Security System a great deal of resistance and barriers have sprung up, especially ideological ones. Public Marketing can help the administration to overcome the major obstacles.

Modernization and Communication of the Parliament Modernizing a Parliament means also reinforcing its most essential functions and getting them known The predominant ideology of efficiency leads to a certain scorn for Parliament. Many people, ignoring everything that Parliament does, share this sentiment. It is vital for democracy to rediscover the meaning of Parliament and to broadcast this knowledge.