Tesi di Dottorato di Ricerca in
“Marketing e Comunicazione” (IX Ciclo)
Innovative Communication Trends in
the Public Administration – a
Democratic Marketing Tool or Just
Another Fallacy
Candidato Coordinatore
Dott.ssa Maureen Galvin Ch.mo Prof. Alfonso Siano
Tutor
Ch.ma Prof.ssa Maria Teresa Cuomo
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Since 15 May 2002, Public Administrations have been able to access a section dedicated to the simplification of language provided with constant assistance on line and can ask for relevant information, clarification and explanations on the website. As a consequence, the language used in the communication of information it goes without saying, plays an extremely significant role. Edelman5 underlines the fact that “the power of language does not lie in the words themselves but rather in their capacity to satisfy needs and to excite emotions” Furthermore, the constituent power of language and the consequent perceptions and relevant mind frames it produces, lie in its capacity to contribute to the reality of its enunciations by virtue of making them conceivable and above all, credible thus creating the collective representation and will, the words themselves are able to produce. Language is also measurable in terms of value. The idea of value of information, language and communication generally speaking and of government communication in particular, is fairly widespread . Wassenaar for instance, coins the expression ‘governmental value chain model’ which considers electronic governmental activities from a business perspective. The model aims to support practitioners in better understanding and achieving the realisation of joint organisational and information system innovation in the public sector. The model furthermore, consists of a legislative, administrative and juridical function embracing three fields: legislative governance, administrative (resource) management and governmental service delivery management. Each field is structured in terms of a strategic-constitutional, tactical-intermediation and operational-retail level. For Wassenaar, this model is an effort to transfer business concepts to electronic government in the public sector. Basically, governmental activities are considered as a value chain linking the "trading" partners i.e. citizens, administrative agencies and constitutional institutions. Quite clearly, the framework of Porter’s value chain has undergone extensive revision
and applied to diverse purposes since the model was first created in 1985. However, its importance cannot be underestimated if we want to evaluate the efficacy of communication through language content, lexicon, register/style, destination target, modalities/channel - See fig.1 below. At the same time, as well as new communication criteria, new Public Management has to take into account citizens from every sector of civil life when planning communication: minority/ethnic groups such as senior, disabled, foreign or immigrant citizens and majority groups such as employed, unemployed, self-employed or retired citizens, educated to degree or diploma level or with no formal qualifications etc. At the same time, content - language content, clarity of lexicon, target, register, style and the tools - clarity of communication, modalities/channel, efficacy of communication etc., in managing information cannot be underestimated, as Geohagen et al maintain “modelling info flows and needs – improving organisational effectiveness and service quality; the Public Administration has to generate socio-economic value and its obligation to communicate – inter and intra-systemically, constitutes the cardinal principle of New Public Management$, according to which ‘every territorial system’ through its process of communication, defines and redefines its strategies, activities, programmes, and expected results” (Geohagen p. 71). In other words, communication is considered an ‘asset’ – a key resource - its primary role being that of contributing both to improved performance in the public Administrations and of bringing the public closer to the Institutions. Furthermore, in addition to the concepts of information flows, content, channel and communication, a key concept, is that of value in
terms of Porter and Millar’s( paradigm, “information gives you competitive advantage”. Fig. 1 below illustrates the concept.
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The outcome of this technological revolution has led public authorities in their functional and territorial guise, to make more and more recourse to communication strategies – advertising and promotions – and to the use of a wider spectrum of electronic technology to achieve their institutional purposes. They have placed emphasis above all on the transformations in the model of communication between the Administrations and the citizens, both on a central and local level, starting from an overview of the main innovations on a normative and organisational.-institutional scale. Amoretti considers the creation of the Italian Dipartimento per l’Editoria a driver in the process of change in the system of relations between the State and the citizenship which relies strongly on the communication factor. This Department, annexed to the Prime Minister’s Council of Ministers coordinates a range of initiatives (that are on the increase) ranging from the creation of offices organised for ensuring that information reaches the citizens on decisions that the government makes, to the promoting of the international image of Italy; from promoting culture to the perfecting of communication campaigns on issues of social relevance and needs: drugs, immigration handicap etc. Another factor that should not be neglected in this respect, is news management and the persuasive functions carried out by social communication. In this context, focus has mainly been on the strategic dimension
However, in Amoretti’s view, no research has been carried out in terms of assessing outcomes as well as in terms of news/information management (1997). Furthermore, If we consider that over ten years have passed since these reforms were put in place, not much seems to have changed on the Italian scenario. In actual fact, in Italy, communication and information still seem mainly to be the monopoly of top notch advertising agencies, publicity and promotional companies and the like. In other words, compared to the rest of Europe, Italy still seems to be in a preliminary phase especially if we take into consideration that ICT systems can provide benefits that are cheaper, quicker, more effective and more accurate than paper-based or mental systems $$(Heeks, 1999).
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The Italian legislative Decree No. 150/2009 also insists on the close link
between performance and quality of services. Ministry officials point out however, that attention to quality has already been ongoing for some years now in the Department of Public Administration59 Quality of online services and measurement of customer satisfaction promotes the delivery of public services by means of electronic channels to improve the quality of life of the citizens and to justify and broaden the latter’s relationship with the Public Administration, evidencing how measuring customer satisfaction is a strategic element for the administrations in which resources should be invested. The delivery of public services by means of electronic channels represents an opportunity for quick and simplified services compared to traditional channels thus effectively improving accessibility to the services.. In particular in this respect, the widespread diffusion of the Internet as a tool for access to public services, requires, in the Ministry’s view, the introduction of monitoring systems of client satisfaction on the part of the citizens for the services delivered by means of the online mode.. This channel of delivery and the construction of systems of “taking the citizen’s voice into consideration” represent two strategic factors in that the adoption of suitable tools to systematically measure customer satisfaction of services on line is the starting point for achieving intervention strategies and plans for the improvement of the
services themselves, Using ! " " "
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In the current scenario Government has to work harder than ever to reach and convince its target audiences. Mistrust of authority, social diversity, fragmented audiences and a plethora of communication channels make the task increasingly complex. As concerns clear communication addressed to citizens, it appears that each year, in the context of their so called Plain English project9< a list of words is drawn up for the public sector to avoid when communicating with the general public ( In 2010, the list contained 260 lexical items). An ongoing research project envisages the compiling of a list of corresponding lexical items to be drawn up in Italian. Subsequently, from the analysis of the kind of language used in Public Communication in the two countries, the lexical items can be classified on the basis of a semantic/ neologism/etymological frequency/obscurity matrix and a series of synonyms identified in the two languages (Italian and English) to guarantee clarity in the information conveyed. The list drawn up in both languages could serve as a as a template for’ good’ clear and effective communication language when dealing with the general public. A preliminary stage of the research envisaged the creating/ devising of a model of communication structured on convergence-consonance-context- content-clarity- (5 c- model see Table 1, for systemic application in the sector of public or
institutional communication. In Italy it has emerged that there is a wide gap between Public Administration communication and the content to be
communicated, due to a norm-oriented approach and the unwillingness on the part of bureaucrats to take responsibility for putting innovation in place. Furthermore, In Italy, despite attempts on the part of governance to encourage the use of clear and simple language when communicating to its citizens, in actual fact, the language of communication is articulated upon a complex model of morpho-syntactic structures and lexical items that renders meaning at best ambiguous and at worst, unintelligible. However, taking into account the importance of the web and the revolution in terms of communication in act in the Public Administration, the barometer has been shifted to a certain extent and what appeared to be a consolidated and static system of communication has now turned itself right around scattering itself in every direction. The sky is the limit. With the putting in place of the CEM,5 (certified electronic mail), the Public Administration has certainly aimed at cutting the length of its communications. It is well known that emails need to be short and concise (there is no room for jargon). On the other hand, with its customer assistance call-line (Linea Amica),the Government has set up an efficient call centre – employing over 100 graduates in the back office and front office to deal with customer queries or complaints on every aspect of public sector services: pensions, birth and death certificates. One issue remains on the table; what about the citizens who have no familiarity with IT or modern day call centres; most likely the most needy citizens? One might well ask what plans have been made for them. Time in this case, will undoubtedly tell.
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4.3. The implications for future research
The issue lends itself to many implications for further research. In particular the study envisages opportunities for devising strategies and synergies to achieve systemic consonance in all Public or Institutional communication (considered in the light of public service) and ultimately, for compiling a prescriptive “grammar” to underpin Public or institutional communication, followed by the drafting of an up-dated Handbook of Appropriate and Clear Communication for the Public Administration @ " " " % " " % " , " & " 3 *+ , , , . B " ,$C +% " % " % " % " % " " % 7 + " " % " " "" " % "" " " " " " " " & " "" "" ! " "" 1 % " "" , 3 2 B 55$C
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