Professional Communications in the Public Sector
A Practical Guide
By Ted Glenn
In this enterprising new text, Ted Glenn equips fledgling public sector communications professionals with the information they need to be successful in their new roles. Leveraging his years of experience in this growing field, Glenn discusses how to present policy goals to different audiences and tailor messages to their needs, write gripping speeches, and use digital media in a world where one ill-phrased tweet can sink a career. Chapters are enriched with activities that walk students through the many responsibilities of public service professionals and encourage them to think strategically in quickly evolving situations. Professional Communications in the Public Sector is indispensable reading for students of public administration, communications, policy studies, media studies, and advertising.
Table of Contents
PrefaceAcknowledgementsIntroductionChapter 1: An Introduction to Public Sector Communications1.1 What Is Public Sector Communications?1.2 How Is Public Sector Communications Used?1.3 The Management and Administration of Public Sector Communications1.4 The Abuse of Public Sector Communications1.5 Public Sector Communications: A New Professional’s PerspectiveChapter 2: The Strategic Context for Public Sector Communications2.1 The Strategic Direction of Government2.2 Stakeholder AnalysisChapter 3: Planning to Communicate3.1 Objectives3.2 Indicators3.3 BaselinesChapter 4: Clear Writing and Key Message Development4.1 Clear Writing4.2 Key MessagesChapter 5: Tactics5.1 Press Releases5.2 Backgrounders5.3 FAQs5.4 Letters to the Editor5.5 SpeechesChapter 6: Public Event Planning6.1 Step 1: Event Planning6.2 Step 2: Event Development6.3 Step 3: Delivery6.4 Step 4: EvaluationChapter 7: Briefing Notes7.1 Types of Notes 7.2 Writing Briefing Notes7.3 Note Format7.4 Issue Notes and the Issues Management ProcessChapter 8: Evaluation8.1 Unstructured Interviews8.2 Questionnaires, Structured Interviews, and Surveys8.3 Focus Groups8.4 Content AnalysisChapter 9: Web 2.0 and Public Sector Communications9.1 Research 2.09.2 Analysis9.3 Communication9.4 EvaluationChapter 10: ConclusionAppendicesAppendix 1.1: What Is Canada's Public Sector?Appendix 5.1: Social Media in the Public Sector SpeechAppendix 5.2: Managing Our City’s Growth Responsibly SpeechAppendix 6.1: Event Budget TemplateAppendix 6.2: Event Critical Path TemplateAppendix 7.1: Sample Briefing Note FormatsAppendix 7.2: Sample Issue NoteAppendix 8.1: Question TypesAppendix 8.2: Communications Evaluation Tools Summary
"This thorough and accessible characterization of the modern practice of public relations and communications management in the public sector is a welcome addition to the library of Canadian communications textbooks."— Alex Sévigny, Department of Communication Studies and Multimedia, McMaster University
"In this book, Ted Glenn demystifies a crucial aspect of government work by blending scholarly insights with a hard-nosed practical approach that will guide students and novice professionals in public administration — even seasoned professionals will want to keep it within reach."
— Patrice Dutil, Department of Politics and Public Administration, Ryerson University
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