Enhancing communication strategies in portuguese Public Administration: challenges, best practices, and a replicable model for the INA – Instituto Nacional de Administração, I.P. and Beyond

Abstract

Effective communication is a critical component for the success of public administration organizations. This study aims to analyse the challenges and identify best practices in communication strategies within a set of Public Administration organizations, with the goal of developing a communication strategy model that can be replicated in other Portuguese public entities and public services, specifically focusing on the Portuguese National Institute of Administration, I.P. (INA) experience. The research methodology employed involve data collection, document analysis, targeting professionals and stakeholders within the selected Public Administration organizations. Through rigorous analysis, the study identified several best practices in communication strategies employed by Public Administration organizations. These practices encompassed clear goal setting, stakeholder segmentation, tailored message development, utilization of multiple communication channels, fostering a culture of transparency, and leveraging modern technologies and platforms. Based on the identified challenges and best practices, a comprehensive communication strategy model was developed and applied specifically to INA. The model incorporates adaptable frameworks and guidelines to address the unique needs and goals of the organization. It emphasizes the importance of strategic planning, resource allocation, performance measurement, and continuous improvement. Furthermore, transcending a purely academic perspective, this study recognizes the critical importance of connecting theory and practice. By proposing an analysis based on real examples and relevant case studies, the study aims to provide valuable insights not only for academics but also for public sector professionals. This approach emphasizes the applicability of discussions in the practical context of contemporary public administration. Through this lens, the study explores how communication strategies can be effectively implemented and adapted to the challenging dynamics of the sector. The developed model can serve as a valuable blueprint for other public entities and public services seeking to enhance their communication strategies. By following the guidelines outlined in the model, organizations can overcome common challenges and implement effective communication strategies that facilitate transparency, engagement, and the delivery of public services. The main preliminary findings of this study provide a significant contribution to the field of public administration, offering practical insights and a replicable communication strategy model in times of institutional identity reframing. Implementing these recommendations can help Public Administration organizations establish robust communication channels, strengthen relationships with stakeholders, and ultimately improve their overall effectiveness and efficiency in serving the public interest.