Communication management

The importance of communication for public administrationCommunication is becoming increasingly important in the public sector.Whatever the institutional level, public bodies have a duty to inform the general publicsometimes with the aim of influencing their behaviour.With the multiplication of communication channels, in particular through new technologies, new possibilities for interaction between administrations and the population are opening, bringing authorities closer to residents.The need to communicate has been greatly amplified by the frequency and scale of the crises facing our societies.In these circumstances, the Federal Council and the administrative bodies concerned are multiplying press conferences and publicity campaigns.These communication campaigns are particularly aimed at promoting desirable behaviours or supporting the people and businesses concerned.New technologies have prompted organizations to create applications, which are promoted through a wide range of traditional and digital media (press releases, advertisements in newspapers and on posters, banner ads).The use of more playful tools, such as challenges launched on social media, is also on the rise.All the tools of communication are used on a daily basis to present public-policy issues, explain the decisions made by governments and administrations, promote values or behaviours, facilitate access to public services, highlight the activities of organizations or reinforce recruitment.Communication has thus become essential to the running of public organizations owing to the need to keep the entire population informed and to the growing value placed on dialogue between governors and governed.