Work with other sectors , such as the commercial sector , academia , and civil society organizations , to amplify perception-building efforts . Partnerships can bring diverse viewpoints , resources , and skills to the table , fostering innovation and facilitating public-private collaborations , joint projects , and knowledge-sharing platforms .
MARKETING
Optimizing Citizen ’ s Perception Of The Public Sector
By Kehinde Ruth Onasoga
The public sector is a significant part of every country ' s governance and economy . However , corruption , which characterizes the system , undermines public trust in the government and public sector institutions . This includes the inefficiencies of service delivery , bureaucracy , secrecy , and economic disparity .
Transparency International ranked African countries as the most corrupt countries in the Corruption Perception Index ( CPI ) in 2022 . While Somalia ranked 180 out of 180 of the countries assessed , Burundi ranked 171 , Nigeria ranked 150 , Uganda ranked 142 , and Rwanda ranked 54 . Generally , Africa is also ranked among the poorest in the world . These are faulty perceptions rooted in public maladministration over the years .
In 2021 / 2022 , at Pandora Agency Ltd , we took on some public sector perception change marketing campaigns in Nigeria . And our first approach was in carrying out surveys in measuring the public ’ apathy toward the adoption of the country code top-level domain ( ccTLD ) further solidifying the importance of positive public perception . Checks revealed that of the 365.5 million registered and active ccTLD worldwide , the . ng domain , which is Nigeria ’ s country code level domain online , represents 0.000504353 , despite the nation ' s estimated population of over 200 million and its over 100 million Internet users as of February 2022 .
With a population of 60.4 million , South Africa has 1.25 million registered and active . za domains , whereas Kenya , with a population of 53.7 million , has 93,446 registered . ke domains . Some government parastatals , including the Independent National Electoral Commission ( INEC ) in Nigeria , commercial banks , and eCommerce firms are also on foreign domain names , such as the . com ; . net ; . org , solely as a result of low trust in government policies . This lack of trust and apathy is not exclusive to the country code level domain alone ; it permeates every agency of the African governments .
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Work with other sectors , such as the commercial sector , academia , and civil society organizations , to amplify perception-building efforts . Partnerships can bring diverse viewpoints , resources , and skills to the table , fostering innovation and facilitating public-private collaborations , joint projects , and knowledge-sharing platforms .
Perception is the lens through which citizens and other stakeholders view the public sector . It affects their perspectives , goals , and degree of trust . The first step in creating a positive reputation is comprehending the influence of perception . In this article , I discuss ways African public sectors can create positive perceptions across all levels of their target audience and optimize their acceptance level in the country they serve . Let ’ s identify key elements that can help shape a positive perception of the public sector . Based on the information provided , here are some strategies and recommendations :
Conduct perception audits and research
The first step is to invest in researching public opinion and conducting perception audits . By understanding the extent of public distrust and its causes , organizations can identify critical areas for development and devise targeted strategies to address them .
Improve service delivery
One of the major drawbacks to positive perceptions is poor service delivery . It is crucial for the public sector to enhance service quality in various industries such as healthcare , education , infrastructure , and public utilities . This can be achieved by implementing citizen-centric changes , increasing efficiency , removing bureaucratic obstacles , and leveraging groundbreaking technologies this century affords us .
Enhance transparency
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