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- Title
Upholding Public Accountability through Strategic Communication in the Public Sector.
- Authors
Mogie Subban; Singh, Bhoowan B.
- Abstract
The need to uphold public accountability in all forms of communication in the public sector cannot be overemphasized. Furthermore, the emphasis placed on increased transparency and accountability in the public sector is dependent largely on the increased sphere of control brought to bear on the state by various stakeholders and beneficiaries. Effective engagement and communication between government and the public would contribute to improved accountability where effective service delivery is seen as a product of both public service provision and public service benefit. Legitimacy and voice; direction; performance and accountability are seen as integral aspects for enhancing strategic communication. It is therefore postulated in this article that the adoption of an efficient and effective communication model is essential for enhanced service delivery and contribution to good governance. It is further proposed that incorporation of e- Governance into the government communication cache would promote maximum publicity in service delivery and, more importantly, promote reciprocal feedback that would inform future government service delivery processes in the New Public Management environment. This, in turn, would contribute towards greater transparency and accountability, and more prudent use and management of public resources. The KwaZulu-Natal Department of Sport and Recreation, which is currently experiencing severe austerity measures, serves as a case in point. Against this background, this article explores the significance of an effective strategic communication system for upholding accountability as a mechanism of advancing good governance.
- Subjects
GOVERNMENT accountability; STRATEGIC communication; PUBLIC administration; PUBLIC sector; TRANSPARENCY in government
- Publication
Loyola Journal of Social Sciences, 2013, Vol 27, Issue 1, p81
- ISSN
0971-4960
- Publication type
Article