At first glance, government public relations may seem boring. Or you may wonder why do governments need public relations (PR)? But when you size up the national, state, and local levels with their plethora of agencies, and add in the politics, government public relations is one of the most exciting areas of public relations.
Governments were actually among the first organizations to need and practice public relations so that they could maintain good relations with their citizens. The government is a continuously running machine that constantly receives attention from the news media and social media. Add politics and an election year, and you have 24-hour news and PR cycle that seems like it will never end (it usually ends).
Government PR doesn’t refer only to the federal government. There are 50 state governments who have their own PR staff as well as county and city governments, all of which need a little PR from time to time.
Why Do Governments Need Public Relations?
Whether they call them communications specialists, public information specialists, or public affairs managers, government PR practitioners contribute to:
- Implementing public policy.
- Assisting the news media cover government activities and events.
- Informing citizens about government agency activities.
- Facilitating internal cohesion of government agencies.
- Expanding the government agency’s sensitivity to the public’s needs and desires.
Yes, there is the everyday operations of government PR, which can seem quite dull and tedious. But then there are crises to handle, such as:
- Lack of transparency
- Public apathy
- Poor image
- Unsupportive media
- Politicians interference
- Ethics violations
Government PR Links the Government and the People
It may seem a little dramatic, but government PR can and does make a difference in people’s lives. Consider these three examples:
- Poor and destitute people who learn they are eligible for free food or medical care by reading literature produced and distributed for Food Stamps, the Surplus Commodity Distribution Program, the Women, Infants, and Children (WIC) Supplementary Food Program, Medicaid or Medicare.
- Victims saved from abuse or even death because television public service announcements about spouse abuse, child abuse, and elder abuse provide toll-free hotline phone numbers and encourage people to call them to report abuse.
- People saved from using defective products due to press conferences or news releases by the Consumer Product Safety Commission or their counterparts.
In order to effectively get important messages out to the public, government PR practitioners need to devise campaigns based on these 5 principles.
Data-Driven Decision Making
Data can answer questions and predict trends in news cycles and consumer interests. It can tell you which media articles are gaining traction and which are being viewed negatively. It can also help you define your audience. Any government PR campaign starts with an examination of the data for insight and learnings.
Social Media Campaigns
Social media is a vital channel for government outreach. And as social media has evolved, it has become an important tool for messaging. Considering that a celebrity figure Kim Kardashian has upwards of 54.8 million followers alone, this isn’t a tactic that should be ignored. A targeted social media strategy can get out a particular government agency’s message. This includes fan acquisition, increased engagement, and taking the desired action.
Influencer Marketing
The power of influencers in the modern media environment cannot be overstated. Tapping into this modern-day word-of-mouth marketing is not a tactic reserved only for brands and products. It is an important part of the strategy for sharing messages, encouraging attendance at events, and increasing awareness of issues and programs.
Storytelling
Done well, government PR is the lens through which citizens can connect with the government – it makes government seem more human and less remote. People connect with other people, not policies. Authentically telling the story of how a policy affects real people is a critical factor in raising awareness and changing behaviors.
Stream Live Videos
As mentioned,social media is an important tactic in a PR strategy, and a part of that includes live video streaming. Even mainstream media outlets often cite Facebook live when covering major events and government PR campaigns should do the same.
Not all government communication is so dramatic. There’s a ton of dull, boring, and routine communication as well. Explanations of fill out tax forms, the trash and recycling schedule, new hours at the drivers’ license bureau, hunting season dates, or fees for obtaining birth certificates, and appointment of new members to various boards and commissions are just some of the examples.
Regardless of whether the information is dull and boring or dramatically life-changing, it affects the lives of everyone in the community. That’s why a strong PR presence is essential and many government agencies contact an outside PR agency to craft their message.