Public Communication Management (PCM) is an emerging management concept applied to information, communication, collaboration and decision making. PCM is most prevalent among public organizations, non-profits, and government. Its focus is on the processes surrounding the gathering and sharing of information, deliberation and dialog, and outcomes. Each of these processes contain challenges to improve both the quality and quantity of the various components involved.
In many, if not most cases, these challenges are unique to these institutions and to their industry. Unlike their private sector counterparts, public organizations operate in open environments distinguished by their legal, political and ethical structure, standards and processes.
PCM is the management of this system whose components include:
- public affairs and policy
- citizen and stakeholder engagement
- networks (people, groups, organizations)
- social media
- marketing and public relations
- public-private partnerships
- business development
- civics and citizenship
Social and economic climates create and add to the many challenges faced by public institutions that can be addressed or resolved through redesigning its processes and operations, the type of program and services it provides, and how it interacts internally and externally with employees, stakeholders and the public. New technologies and ideas deployed through creative strategies can help organizations respond successfully and help position themselves for the next wave of innovation.
Organizations that understand these challenges and can effectively respond to them will succeed and thrive. Creating and managing the needed capacity to account for change will improve the organization’s ability to generate credible information, build awareness by sharing content, facilitate informative deliberations across their networks to reach diverse audiences, and building knowledge. Decisions to benefit constituents, members, and stakeholders become easier to make. Outcomes will be easier to determine.
My group, Public Communication Management Strategies helps organizations be successful by helping them be more resourceful and more relevant by identifying and using assets that help them have a greater impact on and benefit to their members, public and private stakeholders, employees and society.