Tourism is one of the biggest industries worldwide. Within this massive market, thousands of localities try to stand out, competing to gain financial and cultural resources, talent and infrastructure and to attract and satisfy tourists, residents and workforce. This has led to a struggle to achieve singularity, recognition and differentiation (de San Eugenio Vela, 2013). Developing a brand identity can support municipalities in identifying and implementing the desired future development of the place. At the same time, questions about the social and environmental sustainability of tourism and the necessity of exploiting tourism in a more resilient way have grown bigger (Skinner, 2021).

This article introduces the key results and learnings gathered from four case studies where the Brand-Driven Identity Development of Places Framework (BIDP-framework) by Botschen, Promberger and Bernhart (2017) was implemented and, using a design science research (DSR) approach, it assesses and evaluates such framework. The article answers the research question: “Does the BIDP-framework represent an adequate tool to develop a place identity that responds to current tourism and sustainability trends?” Moreover, as a design science approach shall not be merely descriptive but should also have prescriptive components, the article formulates improvement proposals. This is a qualitative study that analyzes the documentation available for the four case studies, consisting in reports, interviews and workshops. An in-depth literature review has been conducted to provide both a theoretical background and to evaluate the BIDP-model.

Given the complexity of the topic, it is important to remember that it is not feasible nor efficient to measure all possible aspects that define a place brand: certain trade-offs between intricacy and feasibility are unavoidable (Zenker, 2011). The goal of this paper is to expand existing literature and raise awareness about relevant issues for sustainable place branding by revising applied frameworks. DSR represents a particularly interesting approach in this context as it enables the researcher to go beyond mere description: it also foresees the prescription of solutions (Dresch et al., 2015). DSR is about designing artifacts that can solve real problems. In this case, the artifact is the BIDP-framework, yet its creation cannot be considered a sufficient result for DSR, which requires proof that the artifact was indeed up to the previously identified problems. At the same time, the goal of DSR is focused on finding a sufficient solution rather than the optimal one, also because this can help its generalizability (Dresch et al., 2015). This paper refers to the three-cycle view of DSR proposed by Hevner in 2007. The relevance cycle formalizes the real problem connected to place brand identity, bridging therefore the contextual environment of this research project with the other DSR activities (Hevner, 2007). Afterward, the rigor cycle ensures a connection between the DSR activities and the existing knowledge base of scientific foundations and proves the practical and academic validity of the developed solution. Finally, the design cycle iterates between building and evaluating the BIDP-framework, hence the design artifact and its processes (Hevner, 2007).

The value of this article is manyfold. First, the adoption of DSR in a managerial context already represents an aspect of novelty. Albeit being no new approach, DSR has found strong use in the information systems and engineering fields and much less in the management one. Moreover, the article assesses the application of the BIDP-framework, proving that the model can be regarded as a valuable place branding tool. At the same time, the article looks deeper into the challenges faced by the analyzed locations and assesses both strengths and weaknesses of the BIDP-model. Relying on a detailed literature review assessing the latest trends in place identity and place brand development, the paper merges the findings from the case studies with the existing theoretical background and elaborates improvement proposals. This article provides support to all locations willing to increase both their touristic and economic attractiveness and the life quality of their residents.

The article first presents the theoretical background introducing the place identity topic and the trends a place branding framework is expected to answer, comparing the BIDP-model also with other frameworks, addressing the problems faced by places and the existing solutions. Next, the application of the BIDP model in four different locations is described: this step further emphasizes the real problems faced by the locations at the beginning as well as the experiences they made on the journey to face them. These first chapters serve therefore the relevance and the rigor cycle of DSR. Afterwards, the article confronts the findings with the existing literature and proposes some valuable improvements by discussing the model’s strengths and weaknesses. With this evaluation also the DSR design cycle is performed. Finally, the conclusion recaps the main findings, highlighting the study implications, while also assessing its limitations.

References:

Botschen, G., Promberger, K., & Bernhart, J. (2017). Brand-driven identity development of places. Journal of Place Management and Development.

de San Eugenio Vela, J. (2013). Place branding: a conceptual and theoretical framework.

Dresch, A., Lacerda, D. P., & Miguel, P. A. C. (2015). Uma análise distintiva entre o estudo de caso, a pesquisa-ação e a design science research. Revista Brasileira de Gestao de Negocios, 17(56), 1116–1133. https://doi.org/10.7819/rbgn.v17i56.2069

Hevner, A. (2007). A Three Cycle View of Design Science Research. Scandinavian Journal of Information Systems, 19(2), 87–92. https://www.researchgate.net/publication/254804390_A_Three_Cycle_View_of_Design_Science_Research

Skinner, H. (2021). Place branding—The challenges of getting it right: Coping with success and rebuilding from crises. Tourism and Hospitality, 2(1), 173–189.

Zenker, S. (2011). How to catch a city? The concept and measurement of place brands. Journal of Place Management and Development, 4(1), 40–52. https://doi.org/10.1108/17538331111117151

Enhancing Communication Strategies in Public Administration: Challenges, Best Practices, and a Replicable Model for the INA – Instituto Nacional de Administração, I.P. and Beyond

Luísa Neto; Rita Soares; Graça Brites; Luís Ferreira

INA – Instituto Nacional de Administração, I.P. Portugal

Email: luisa.neto@ina.pt

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 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, 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. 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.

KEYWORDS: Communication strategies, effective communication, public administration organizations, communication strategy model, best practices, stakeholder engagement

ACKNOWLEDGMENTS: The authors sincerely thank the members of the Department of Communication and Public Relations at INA, I.P. – Dora Francisco, Joaquim Fortunato, Manuela Oliveira, Maria Luísa Félix, Sara Coelho, and Vera Matos – as well as Maria João Neves from the Department of Organizational Models and Innovation Promotion, and the INA Innovation Pivots – Ana Isabel dos Santos, Andreia Neves, António Isidro, Cristina Rouxinol, Elsa Pires, Guida Pereira – for their invaluable contributions and support to this study that significantly enriched the ongoing research in enhancing communication strategies in public administration.

While strategic influencer communication is not a new area of research, social media influencers communication remains largely understudied, especially in the public sector. Nevertheless, the use of influencers by public organizations is increasing as they need to develop new communication activities, channels, and routines to reach certain target groups. This observation illustrates the lack of theoretical knowledge about social media influencers in marketing public services and policies, the potential issues related, and the measurement of influencers’ impact on service delivery and policy efficiency. Indeed, research has paid only limited to no attention to elaborating the basic concepts and principles of social media influencing in the public sphere. This article lays the foundations for the better understanding of the characteristics, roles, and functions of social media influencers in the public administrations’ communication toolbox. To do so, it situates the issue of social media influencing within the broader landscape of public sector communication, provides three in-depth case studies (at different institutional levels: national, regional et local) and finally proposes a new conceptual framework. It also discusses implications for theory and conceptual development in public communication research.