Abstract
Public relations (PR) and brand communication are integral aspects of marketing communications that strategically disseminate information about an institution’s nature, values, and offerings. With a more empowered audience, increasingly demanding social environment, and globalisation, public sector institutions in Africa are continuously faced with the need to project a positive brand image. Effective PR can help build a positive brand image for the public sector through communication of government agenda, programmes, and offerings that meet citizens’ needs and deliver value. The contributing authors of this book have recommended PR and brand communication practices that will enhance the public image of public institutions in Africa. Particularly, improved citizen engagement, positioning of public institutions’ brands, creating awareness of governments’ products and services, and technology-driven public relations, amongst others, will help change the narrative of public institutions in Africa. Finally, the incorporation of African philosophies that will enhance communications, improve public relations and promote the interests of multiple stakeholders is recommended as we reimagine the future of public relations in the African continent.
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Adeola, O., Adae, E.K., Twum, K.K., Adisa, I., Katuse, P. (2022). Conclusion: Effective Public Relations and Brand Communication in Africa’s Public Sector. In: Adeola, O., Katuse, P., Kakra Twum, K. (eds) Public Sector Marketing Communications Volume I. Palgrave Studies of Public Sector Management in Africa. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-07293-2_10
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