To spread the word about their organizations during the past year and a half, many public-sector communicators have had to pivot their work to the virtual realm.
And many public-sector services that used to be offered in-person have been reimagined online, providing a silver lining to the past 18 months — the opportunity to modernize operations in step with technological advances, always a plus in the public sector.
For communicators, embracing new technology lets us discover tools we may not have used before, such as video.
Read MoreAs a credentialed Section4 Brand Strategist I am able to understand the frameworks, concepts, and models of brand strategy that drive value. I am fluent in the language of brand strategy, have a deep comprehension of brand identity, architecture, and strategy, and I am able to leverage this understanding for growth.
Read MoreTo create successful brands, companies spend countless hours trying to define how they wish to be perceived. Public-sector agencies should have the same goal.
Building a brand allows a public-sector organization to establish a good reputation — a valuable asset in times of crisis and in today’s digital age, when misinformation runs rampant. While agencies don’t sell or promote products, they offer crucial services that deserve the same exposure and outreach.
Read MoreChances are you’ve heard one of the following clichés at one point in your life when seeking out career advice: “If you can dream it, you can achieve it;” “Pursue your passion;” Work hard, dream big;” and “Follow your dreams.”
It might have been at your high school or college graduation, or at a conference from a motivational speaker. You may have seen it emblazoned on the front of a greeting card to commemorate one of your life accomplishments, or on Instagram where the post has garnered thousands of likes and reposts.
They are clichés intended to make us feel inspired to go for the next big thing, a reminder to stay focused on the grand prize of that imaginary picture of success we all have. But how do these clichés work in the real world where things are not as simple and clear cut?
Read MoreWhat role does storytelling play in the way you communicate with the public and how can it help your PR efforts? Storytelling can engage the public you serve by humanizing the services your agency provides, getting your stakeholders more involved and inspiring community leaders to champion your causes and projects. When done right, storytelling carries your core messages further.
Read MoreLike marketers everywhere, communications professionals who work for government agencies are facing unprecedented changes and challenges. Today’s world relies on quick, visually appealing messages, and it’s essential for the public sector to meet those demands.
Read MoreI recently wrote a column reflecting on my career path for my alma mater USC Annenberg School for Communication and Journalism.
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