Integrated communication for authorities
Public authorities, ministries and other state agencies not only fulfill their duty to provide information with their public relations work. Through websites, information events, social media profiles and many other communication measures, they also shape the image that citizens have of the “state”. Internal communication also plays an enormously important role for authorities – especially in times of a general shortage of skilled workers.
Resultantly, there is no way around making governmental public relations fit for the digital age. Public authorities need to communicate where their target groups are located. And nowadays, these are mostly digital channels like social media platforms.