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EFFECTIVENESS EVALUATION OF GOVERNMENT COMMUNICATIONS AND PUBLIC RELATIONS SERVICES
Abstract
Статья посвящена изучению специфики деятельности подразделений по связям с общественностью (пресс-служб) исполнительных органов государственной власти Российской Федерации, а также методикам и способам оценки результатов их деятельности. Рассматриваются методологические проблемы оценки эффективности деятельности пресс-служб, рассматриваются подходы к анализу работы этого подразделения в организациях и органах государственной власти, анализируются критерии и показатели оценки, средства для оценивания результатов деятельности пресс-служб, дается сравнительная характеристика существующих подходов оценки эффективности деятельности пресс-служб в работах разных авторов.
The article is devoted to the study of the public relations units (press services) activities of the executive authority of the Russian Federation, as well as methods and methodic of results evaluating. Methodological problems of assessing the effectiveness of the press services are considered, according to analyzing the work of this unit, evaluation criteria and indicators, tools for evaluating the results of the press services, a comparative characteristic of existing approaches in the works of various authors.
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With the development of technology and the change of life style, organisations are seeking more effectiveness and efficient way to practice the public relations. How public relation works in the organisations has been studies extensively. This essay will focus on how public relation exist and operate in the organisation from three different aspects which are traditional media, social media and stakeholder engagement which link one-way or two-way Grunig and Hunt’s models. The one-way or two-way Grunig and Hunt’s models will be explained in the essay as well. Moreover, the essay will take M&M’s chocolate, Brisbane City Council and Manila Water Company as three examples to testify how the three approaches working in the public relations in society. Finally, it is recommended that the organisations are better to choose the suitable method basing on the organisations’ strategy and which ethical framework they applied.
The fascinating “Government Communications and the Crisis of Trust» shows how the British civil service information machine has evolved from WW2, taking the Iraq War, Brexit and latterly the coronavirus pandemic, as case studies. Garland identifies the arrival of 24/7 media and the rise of special advisers as main drivers of the blurring of boundaries between impartial and partisan communication; a journey from ‘political spin’ to ‘post-truth’ that over time has undermined public trust. This interesting and highly relevant book is a must read for all political science and political communication scholars.
—Kristoffer Kolltveit, Associate Professor, Department of Political Science, University of Oslo - kristoffer.kolltveit@stv.uio.no
Understanding the decline of public trust, and the extent public perceive governments as manipulating them, is an important area of study and the with a backdrop of anti-elitism that emerged in the UK to culminate in Brexit is an excellent case study. Garland’s work highlights how communicating for public good has become secondary to gaining and maintaining power. Offering a route map to reasserting public good, the work should be compulsory reading for anyone entering the world of political communication
—Professor Darren G. Lilleker (Bournemouth University) - DLilleker@bournemouth.ac.uk
“This is an excellent book on the age of political spin in the UK from the beginning of the Thatcher administration to the current post-Brexit government of Boris Johnson. The book is highly readable, theoretically informed and underpinned by rigorous empirical research. Ruth Garland’s study of government communication uses elite interviews, archival and documentary sources to shine a light on the struggles, alliances and rivalries characterising the relationships between the media, civil servants, special advisers and the political class at the heart of British democracy. Her work draws attention to dangers inherent in the response to the processes of mediatisation by the main political actors during a period of profound change to the political communication practices and the constitutional architecture of the UK.”
—Ian Somerville, Head of School of Media, Communication and Sociology, University of Leicester
This book opens up the black box of government communication during the age of political spin, using archival and official documents, memoirs and biographies, and in-depth interviews with media, political and government witnesses. It argues that substantive and troubling long-term changes in the ways governments manage the media and publicly account for themselves undermine the public consent essential to democracy. Much of the blame for this crisis in public communication has been placed at the feet of politicians and their aides, but they are just part of the picture. A pervasive ‘culture of mediatization’ has developed within governments, leading to intended and unintended consequences that challenge the capacity of central public bureaucracies to implement public values and maintain impartiality. It concludes that public servants, elected officials and citizens have an important role to play in accounting for governments’ custodianship of this most politically-sensitive of public goods – the public communications function.
Ruth Garland worked in public sector public relations for 28 years before taking a PhD at the London School of Economics, UK. She is Associate Lecturer in Media and Communications at Goldsmiths, University of London, UK, and has taught at the LSE, Kings College London, University of Hertfordshire and Brunel University.
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Objectives: This study investigates the practical effectiveness and foresees the perspectives of social media for the public relations of South Korean government who tries to improve the linkage of communication between government ministries and citizens. Methods/Statistical Analysis: This study begins with the research and analysis of the effectiveness of SNS operation and management in Korean government ministries through surveys. Besides, the survey was practiced and classified by the priority on the 6 types of SNS contents produced by Korean government ministries : ‘Associated knowledge and information’, ‘Event/Ads/Campaign’, ‘Policy information’, ‘Friendship/Daily life’, ‘News/Movement/Notice’ and ‘Inquiry/Answering’. Findings: The result of survey revealed characteristics and effectiveness of SNS operation activities as follows. The content type of Outstanding Group maintains a wellbalanced and harmonious in every level. The content type of Passionate Response Group is leaning toward knowledge and information associated with ministry policies. The content type of Dialogue Lack Group depends on the oneway communication such as event, advertising. The content type of Response Shortage Group is overly weighted toward Friendship/Daily life and Inquiry/Answering. The content type of Activity Lack Group focuses on one-sided communication; News/Movement/Notice. Concerning the characteristics of SNS traits, Korean government ministries need to establish the ‘ubiquitous communication system’ with public and provide the ‘sufficient political service ’for the better management of public relations. In conclusion, Korean government ministries should increase the two-way communication with people to participate in the decision-making of policy for the better results. To achieve these goals, it is necessary to take the advantage of SNS traits and provide a proper incentive to the ‘active’ users or officials who have accomplished a good performance with good ideas. Improvements/Applications: This study points out that new environment of PR needs the change of government communication system to accept the opening and sharing of data or information and public participation in decision-making with protection of privacy while providing useful content, credibility and security.
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