Managing the Message: An Approach to Communications Management in the Public Sector

Public organizations send messages about their actions and values in just about everything they do and say. They can be good or bad, and choices have to be made about their composition, channels, and media. May help public managers think about how to manage these choices. There are several ways of assessing the impact of messages, and then thinking about how to manage them on strategic and tactical levels. In the end, success in managing the message comes down to how sensitive managers are to the messages their organization sends about itself and its work.