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Policy analysts and policy planners should start from the premise
that obstacles, uncertainties and surprises are important features
of policy-making. All public policies should be treated as complex
problems, from the outset. Complexity theorists start from the
premise that complex policies are ill-defined and ambiguous. There
is often little consensus about what the problem is, let alone how
to resolve it. Into the complexity of the wicked problem fray,
Marketing Public Policy introduces the role of communication
scholars and practitioners whose models and practices focus on
people, processes, opinions and behaviour as causes of
organisational complexity. Communication practice's role is to
provide ideas on how to navigate, diagnose and interpret issues
with a view to persuading the public to change its behaviour or
opinions. From the case studies presented in this book, we see that
despite rationally excellent macro- and micro-planning of policies
to win the hearts and minds of citizens, public policies still
deteriorate into hurts and minefields. The case studies are drawn
from China, Indonesia, India, the USA, the UK and Europe to show
that policy-making is always a complex issue in any country,
whatever the political structure, whether democracy or communism.
Policy analysts and policy planners should start from the premise
that obstacles, uncertainties and surprises are important features
of policy-making. All public policies should be treated as complex
problems, from the outset. Complexity theorists start from the
premise that complex policies are ill-defined and ambiguous. There
is often little consensus about what the problem is, let alone how
to resolve it. Into the complexity of the wicked problem fray,
Marketing Public Policy introduces the role of communication
scholars and practitioners whose models and practices focus on
people, processes, opinions and behaviour as causes of
organisational complexity. Communication practice's role is to
provide ideas on how to navigate, diagnose and interpret issues
with a view to persuading the public to change its behaviour or
opinions. From the case studies presented in this book, we see that
despite rationally excellent macro- and micro-planning of policies
to win the hearts and minds of citizens, public policies still
deteriorate into hurts and minefields. The case studies are drawn
from China, Indonesia, India, the USA, the UK and Europe to show
that policy-making is always a complex issue in any country,
whatever the political structure, whether democracy or communism.
This book is a timely publication to address the issue of the
government's policy execution capabilities. The crux of policy
execution is communication to win the hearts and minds of the
people, particularly with regard to complex policies. The book is
written as a work manual based on international policy
communication best practices and principles, interwoven with case
studies from Kazakhstan, applicable in other Central Asian
countries as well. The book's wide range of topics cover media
management in a technologically-savvy society, marketing of
complexity, planning successful campaigns, soft power management
given the country's aspirations for greater international standing,
and forward-looking advice on crisis management and shareholder
communication. This is a highly relevant book for the civil
service, civic organisations, commercial entities, policy
researchers, and international organisations working in or planning
to work in Kazakhstan and other Central Asian countries.
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