Marketing Leadership in Government

Communicating Responsiveness, Leadership and Credibility

verfasst von: Edward Elder

Verlag: Palgrave Macmillan UK

Buchreihe : Palgrave Studies in Political Marketing and Management

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

This book explores how contemporary governing leaders can overcome the typical trend of losing a public support in power by following more effective communication strategies. It shows how new forms of communication that emphasise acknowledgement and respect for public criticisms and concerns can be used by governing leaders to show the public that they still have the leadership qualities they entered office with, despite the extra challenges that political office presents. The book outlines a new model, The Contemporary Governing Leaders' Communication Model, through which leaders can communicate their positive personal and professional qualities in government. The book illustrates this model in use through the communication of United States President Barack Obama and New Zealand Prime Minister John Key during their first terms in political office.

Inhaltsverzeichnis

Frontmatter

Chapter 1. Resolving the Listening versus Leadership Dilemma

Abstract

This chapter outlines the changing relationship between political elites and the public. It outlines the challenges of political office contemporary leaders face in trying to both listen to the public to stay popular and make sound decisions to stay effective. This chapter does this to argue that effective communication is the key to balancing these two broad, yet sometimes contradictory, requirements of governing leadership. It will highlight how governing leaders’ communication is moving away from traditional, one-dimensional, selling and issue pushing and towards contemporary, multi-dimensional, relationship building. Therefore, this chapter will highlight a new model for governing leaders’ communication.

Edward Elder

Chapter 2. Responsiveness

Abstract

This chapter outlines the three communication goals that governing leaders should target in order to promote their responsiveness—communicate they are listening to the public, communicate respectful acknowledgement of public concerns and criticism, and communicate an emotional bond between them and the public. It will examine how effectively US President Barack Obama and New Zealand Prime Minister John Key used such communication during their first terms in political office against the Contemporary Governing Leaders’ Communication Model to better understand if and how these qualities were being promoted effectively by contemporary governing leaders, while simultaneously illustrating this part of the Contemporary Governing Leaders’ Communication Model in practice.

Edward Elder

Chapter 3. Leadership

Abstract

This chapter outlines the two communication goals governing leaders should target in order to promote their leadership quality—communicate leadership strength and communicate leadership competence. It will examine how effectively US President Barack Obama and New Zealand Prime Minister John Key used such communication during their first terms in political office against the Contemporary Governing Leaders’ Communication Model to better understand if and how these qualities were being promoted effectively by contemporary governing leaders, while simultaneously illustrating this part of the Contemporary Governing Leaders’ Communication Model in practice.

Edward Elder

Chapter 4. Credibility

Abstract

This chapter outlines the two communication goals governing leaders should target in order to promote their credibility—communicate honesty as well as communicate authenticity and relatability. It will examine how effectively US President Barack Obama and New Zealand Prime Minister John Key used such communication during their first terms in political office against the Contemporary Governing Leaders’ Communication Model to better understand if and how these qualities were being promoted effectively by contemporary governing leaders, while simultaneously illustrating this part of the Contemporary Governing Leaders’ Communication Model in practice.

Edward Elder

Chapter 5. Analysing and Advising Governing Leaders

Abstract

This chapter highlights the Contemporary Governing Leaders’ Communication Model and summarises how the communication of US President Barack Obama and New Zealand Prime Minister John Key matched this model during their first terms in political office. The chapter also outlines the common contextual issues that have an effect on governing leaders’ communication and how the Contemporary Governing Leaders’ Communication Model is used in practice. This chapter also provides practical advice that could be used by practitioners to better develop future communication strategies for contemporary governing leaders before looking at the future of the Contemporary Governing Leaders’ Communication Model in research.

Edward Elder

Backmatter

Titel: Marketing Leadership in Government
verfasst von: Edward Elder
Verlag: Palgrave Macmillan UK
Electronic ISBN: 978-1-349-94919-9
Print ISBN: 978-1-349-94918-2
DOI: https://doi.org/10.1057/978-1-349-94919-9