Tools and Instruments used in Public Administration
Comments
Content
Ramones, Geraline Mae Z. PUBLICA A52
11028467 Mr. i!"or Man#i"
$#e %orl& is ine'i"a(l) !#an*in*. $#e %orl& %e "#ri'e in is in !ons"an" +l,-. .o one
/no%s %#a" /in& o+ al"era"ions mi*#" o!!,r, an& as in&i'i&,als li'in* in "#is 0lane", %e m,s"
!onsis"en"l) an& &eli(era"el) a&a0" "o "#is !#an*in* %orl&. Ba!/ "#en, e'er)"#in* %as "ra&i"ional
an& #an&1o0era"e&, (," as "ime +lies (), e'er)"#in* "rans+orms in"o some"#in* a&'an!e& an&
ne%. $#ere #a'e (een &e'elo0men" an& a,*men"a"ion in e'er) as0e!" o+ an) na"ions. $#ese
%i&es0rea& (rea/"#ro,*#s ma) 0ose (ene+i"s as %ell as &ra%(a!/s )e" "#a" is alrea&) *i'en,
"#a" is %#) %e m,s" (e res0onsi(le +or "#e !#oi!es %e ma/e sin!e "#ere %ill (e !onse2,en!es
a" #an& so "#a" "#e (e""ermen" %e 0er!ei'e no%a&a)s %ill (e "#e (es" e-0erien!es %e !an #a'e.
As %#a" I #a'e men"ione& earlier, "#ere #a'e (een ma",ri"ies in e'er) as0e!" o+ a na"ion an&
one +iel& %#i!# I (elie'e "#a" #a'e a *rea" &e'elo0men" is 0,(li! a&minis"ra"ion. P,(li!
a&minis"ra"ion #as e'ol'e& +rom ol& "o ne%. $o&a), 0,(li! a&minis"ra"ion is more "erme& as
0,(li! mana*emen". A!",all) &e+inin* 0,(li! a&minis"ra"ion3mana*emen" is no" eas) sin!e
0eo0le %ill *i'e &i++eren" meanin*s "o i". P,(li! a&minis"ra"ion3mana*emen" &oes no" en& (ein*
an a!"i'i") %#i!# ,ses me"#o&s an& "#eories +rom 0oli"i!s an& mana*emen" in or&er "o a!#ie'e
a ,"o0ian so!ie") +or all4 0,(li! a&minis"ra"ion3mana*emen" is more o+ 0ra!"i!e an& +iel& o+
s",&). I" is no" eno,*# "#a" s0e!ialis"s /no% "#e !on!e0"s in "#is +iel&4 i" is #o% "#ese !on!e0"s
are ,se& a!!or&in*l). 5#a" is in"eres"in* a(o," 0,(li! a&minis"ra"ion3mana*emen" is #o% i"
&i++ere& +rom %#a" i" is li/e in "#e 0as" an& i" #as (e!ome e-"ensi'e an& en!om0assin* as "imes
*o (), i" is no" s",!/ +rom %#a" %as i", i" %as a(le "o e-0an& an& (e!ome (e""er so 0eo0le,
or&inar) !i"i6ens !an *ras0 "#e +iel& !on'enien"l). P,(li! a&minis"ra"ion3mana*emen" is !ease&
"o (e a +iel& as %ell as me!#anism o+ "#e *o'ernmen" "o 0ro'i&e "#e /in& o+ %el+are "#a" i"s
0eo0le nee& an& i" in"e*ra"es mana*emen" an& 0oli"i!s.
In "#is 0a0er, I %ill (e &is!,ssin* "#e "ools an& ins"r,men"s ,se& in 0,(li! a&minis"ra"ion.
In rela"ion "o "#is, asi&e +rom &es!ri(in* ea!#, I %ill (e &e!i0#erin* an& e-aminin* i"s
rela"ions#i0 an& im0or"an!e "o 0,(li! mana*emen" s)s"em. $#e "#esis o+ "#is 0a0er is "#ese
"ools an& ins"r,men"s, s,!# as s"ra"e*i! mana*emen", so!ial mar/e"in* an& in+orma"ion an&
!omm,ni!a"ions "e!#nolo*), are 0,r0ose1(,il" in or&er "o asses an& e'al,a"e "#e
res0onsi'eness, e++e!"i'eness an& e++i!ien!) o+ 0,(li! a&minis"ra"ion as %ell as 0,(li!
mana*emen" s)s"em.
7'er) +iel& an& s)s"em #as i"s o%n ar"i+i!es an& means +or 8,&*men" an& e'al,a"ion. In
"#e !ase o+ 0,(li! a&minis"ra"ion, "#ere are "#ree "ools "#a" I %ill (e "a!/lin* in "#is 0a0er an& i"s
rele'an!e "o "#e 0,(li! mana*emen" s)s"em. 9o%(ei", 0,(li! a&minis"ra"ion #as (een in
e-is"en!e ,n&o,("e&l) sin!e "#e (e*innin* o+ #,man !i'ili6a"ions. I"s "ools an& a00roa!#es
mi*#" #a'e (een &issol'e& or on a (ri*#"er si&e #a'e im0ro'e&, )e" in "#is !ase I (elie'e "#a"
s"ra"e*i! mana*emen", so!ial mar/e"in* an& in+orma"ion !omm,ni!a"ions "e!#nolo*) are "#e
"#ree 'i"al "ools (a!/ "#en an& 0ar"i!,larl) no% sin!e "#ese "#ree !an (e more in"e*ra"e& "o&a)
&,e "o "#e +a!" "#a" %e are in "#e era o+ in+orma"ion an& /no%le&*e. $o&a), 21
s"
!en",r), i" is
!oine& as "#e a*e o+ in+orma"ion an& /no%le&*e ma)(e (e!a,se "e!#nolo*) as %ell as
in+orma"ion an& /no%le&*e are a&'an!e&, in "#e e&*e, (oos"e& in lea0s an& (o,n&s. I" !an "#en
(e #)0o"#esi6e& "#a" "#e *enera"ion o+ 0eo0le is more in+orme& an& a!2,ain"e&. I !an &es!ri(e
"#e 21
s"
!en",r) %i"# "#ree 5s: 5e((e&, 5ire& an& 5in&o%e&. I" is in&ee& a *oo& "#in* "#a"
"e!#nolo*) e-0an&e& an& &e'elo0e&, 'ario,s +iel&s an& s",&ies %ere a(le "o ma/e more
0o%er+,l an& ne!essar) "ools +or resear!#es. $r,l), in+orma"ion is !on"en" o+ "#e &a"a %e #a'e
*a"#ere&, /no%le&*e is #o% %e a!2,ain" o,rsel'es %i"# "#e in+orma"ion %e #a'e "#ro,*#
!on"a!"s an& e-0erien!es an& %is&om %ill onl) emana"e on!e %e em0lo) "#ese /no%le&*e +or
"#e a&'an"a*e an& %el+are o+ all. $#e s#i+" in "#e 21
s"
!en",r) a(sol,"el) !rea"e& #,*e !#an*es
an& im0a!" in "#e so!ie"). Mo'in* on, le" me (e*in no% &is!,ssin* an& &es!ri(in* "#e "ools.
;"ra"e*i! mana*emen"
As +ar as I !an remem(er, "#is !on!e0" o+ s"ra"e*i! mana*emen" %as (een em0#asi6e&
in "#e 0ar" Anticipatory Government: Prevention rather than Cure in "#e (oo/ Reinventing
Government. $#is !#a0"er o+ "#e (oo/ +o!,se& on "#a" "#e *o'ernmen" s#o,l& (e a(le "o
+oresee an& an"i!i0a"e %#a" ma) #a00en in "#e +,",re an& m,s" al%a)s 0re0are +or "#e %ors".
$#e *o'ernmen" %ill (e a(le "o &o "#is "#ro,*# ri*#" 0lan o+ a!"ion an& "#e 0lans m,s" (e in
a!!or&an!e %i"# "#e *o'ernmen"<s mission, 'ision, o(8e!"i'es an& *oals. I (elie'e "#a" s"ra"e*)
&e+ine& as =#o% an or*ani6a"ion %ill ma"!# i"s reso,r!es "o i"s en'ironmen" so as "o mee" "#e
e-0e!"a"ions o+ i"s s"a/e#ol&ers>
1
is ne!essar) in an) ins"i","ion or s)s"em. ;"ra"e*) is
me!#anism an& an or*ani6e& 0lan o+ a!"ion nee&e& in an) ins"i","ion in or&er "o a!#ie'e an&
a""ain "#e *oals ,sin* onl) "#e a'aila(le reso,r!es )o, #a'e also i" !an (e &es!ri(e as a "ren& o+
&e!isions o'er "ime. ;"ra"e*) is "#e mos" ne!essar) elemen" in s"ra"e*i! mana*emen". ?rom "#e
rea&in*s, i" %as men"ione& "#a" s"ra"e*i! mana*emen" &i& no" (e*an in "#e +iel& o+ 0,(li!
a&minis"ra"ion imme&ia"el), i" s"ar"e& in "#e mili"ar) ser'i!e an& "#e re"irees an& 0eo0le +rom "#e
mili"ar) ser'i!e in"ro&,!e& "#e i&ea o+ s"ra"e*) an& s"ra"e*i! mana*emen" as %ell. I" is (e!a,se
in "#e mili"ar) ser'i!e, s"ra"e*) is s,!# an essen"ial elemen" sin!e i" is "#e +ore*ro,n& on #o%
"#e mili"ar) 0eo0le %ill %in "#e (a""le an& no" loses, i" is all a(o," lo*is"i!s an& 0lannin*. I" is
in"eres"in* on #o% s"ra"e*) an& s"ra"e*i! mana*emen" %as easil) in"e*ra"e& in "#e 0,(li!
mana*emen" s)s"em. @es0i"e "#e +a!" "#a" s"ra"e*i! mana*emen" an& i"s me"#o&s #a'e (een in
e-is"en!e +or lon* "ime, i" is s"ill ne!essar) in "#e 0,(li! mana*emen" s)s"em.
Com0onen"s o+ ;"ra"e*i! Mana*emen"
2
;"ra"e*i! Anal)sis: I&en"i+)in* "#e "e!#nolo*i!al,
e!onomi!, mar/e", 0oli"i!al, le*al, e"#i!al an&
so!ial !#an*es "#a" im0a!" on "#e or*ani6a"ion an&
assessin* "#e o00or",ni"ies an& "#rea"s "#e) 0ose.
;"ra"e*i! Im0lemen"a"ion: Plannin* an&
allo!a"in* reso,r!es, !onsi&erin*
or*ani6a"ional &esi*n an& s"r,!",re,
&e+inin* o0era"ional roles an& 0ro!e&,res
an& mana*in* !#an*e.
;"ra"e*i! Plannin*3?orm,la"ion: I&en"i+)in*,
sele!"in*, an& e'al,a"in* s"ra"e*i! o0"ions, "a/in*
in"o a!!o,n" "#eir &esira(ili") "o s"a/e#ol&ers an&
;"ra"e*i! $#in/in*: A(ili") "o !om(ine
in",i"ion an& !rea"i'i").
1
@o#er"), $.L. A 9orne, $. B2002C. C#a0"er D: Mana*in* ;"ra"e*) an& C#an*e in P,(li! ;er'i!es. Managing Public
Services- Implementing Changes: A Thoughtful Approach to the Practice of Management. .e% Eor/ an& Lon&on:
Ro,"le&*e. B0. 65C.
2
@o#er"), $.L. A 9orne, $. B2002C. C#a0"er D: Mana*in* ;"ra"e*) an& C#an*e in P,(li! ;er'i!es. Managing Public
Services- Implementing Changes: A Thoughtful Approach to the Practice of Management. .e% Eor/ an& Lon&on:
Ro,"le&*e. B0. 66C.
"#e +easi(ili") an& ris/ o+ im0lemen"in* "#em.
I (elie'e "#a" "#ese !om0onen"s (,il& s"ra"e*i! mana*emen" +rom s"ra"e*i! mana*emen"
"o s"ra"e*i! "#in/in* B%#i!# I 8,s" "#o,*#" o+ a&&in* ,0C. ?rom all "#ese !on!e0"s, le" me *i'e m)
o%n &e+ini"ion o+ s"ra"e*i! mana*emen". ;"ra"e*i! mana*emen" is a me!#anism ,se& ()
ins"i","ions an& or*ani6a"ions "o assa) an& learn +rom "#e !on&i"ions o+ "#eir en'ironmen" an& in
rela"ion "o "#is, "o main"ain a s"ra"e*i! &ire!"ion an& !rea"e s"ra"e*ies in a!!or&an!e %i"# "#a"
&ire!"ion an& im0lemen" "#ese s"ra"e*ies s,!!ess+,ll) in or&er "o sa"is+) i"s !ons,mers as %ell
as i"s o%ners. I" in'ol'es !omm,ni!a"ion, 0ar"i!i0a"ion an& "eam%or/. I (elie'e "#a" an)
ins"i","ion la)in* i"s +o,n&a"ion %i"# "#e !on!e0" o+ s"ra"e*i! mana*emen" reall) a!#ie'e i"s *oals
an& o(8e!"i'es an& also o," (ea"s i"s !o,n"er0ar"s.
;"ra"e*i! mana*emen" &oes no" en& %i"# "#e 0ri'a"e ins"i","ions4 i" *a'e more #el0 an&
ai& in "#e 0,(li! mana*emen" s)s"em. ;"ra"e*i! mana*emen" !an 0ro'i&e inno'a"ions an&
mo&i+i!a"ions. ?or ins"an!e, "#e "e!#ni2,es o+ mana*emen" inno'a"ion s,!# as s"ra"e*i!
0lannin*, reen*ineerin*, 2,ali") mana*emen", (en!#mar/in*, "eam mana*emen", an&
le'era*in* "#e 0ri'a"e se!"or
D
. $#ese "e!#ni2,es #a'e i"s a&'an"a*es an& &isa&'an"a*es, i" is
,0 "o "#e 0,(li! mana*emen" s)s"em "o a(sor( "#e (es" ea!# !an o++er. Inno'a"ions in "#e 0,(li!
mana*emen" s)s"em !an (e o("aine& i+ "#ere are eno,*# reso,r!es an& "#e mana*ers3#ea&s
%ill (e a!!o,n"a(le an& !losel) moni"or "#eir o++i!es. Inno'a"ion &oes no" en"ail 2,i!/ res,l"s, i"
%ill "a/e "ime.
;"ra"e*i! mana*emen" is rele'an" "o 0,(li! mana*emen" s)s"em (e!a,se i" &oes an&
%ill in+l,en!e "#e s)s"em 0er se. ?ine1+orm,la"e& s"ra"e*ies %ill (rin* (ene+i"s an& *ro%"# in "#e
s)s"em. I" also ser'es as an an"i!i0a"or) mo&e +or "#e s)s"em so "#e #ea&s %ill (e a(le "o
+oresee "#e "#rea"s "#a" "#e) !an en!o,n"er in "#e +,",re an& !an ease an& 0re'en" "#em +rom
o!!,rrin*, "#,s s,!!ess %ill (e 8,s" aro,n& "#e !orner. $#ere %ill (e an es"a(lis#e& *oal an&
&ire!"ion +or "#e s)s"em. ;"ra"e*i! mana*emen" a&&s eminen!e an& re0,"a"ion "o "#e 0,(li!
mana*emen" s)s"em (e!a,se i" is *oal1&ire!"e& an& !onsis"en". I" allo%s &i'erse an& man)
min&s "o !oo0era"e an& %or/ as one. An& las"l), s"ra"e*i! mana*emen" is o+ a 0roa!"i'e an&
en"#,sias"i! a00roa!# %#i!# sees e'er) o00or",ni") in "#e mar/e" an& *ras0s i" imme&ia"el).
;o!ial Mar/e"in*
5#en I 0er!ei'e "#is !on!e0", I imme&ia"el) asso!ia"e i" %i"# a 2,o"a"ion on!e sai& ()
;"a"e 9eal"# @ire!"or in .or"# Carolina Lea# @el'in, !ith social mar"eting# you can have some
truly improve$ outcomes% &ecause it is evi$ence-base$- base$ on 'hat 'or"s-you have more
effective use of resources(% I &o a*ree %i"# %#a" s#e sai& sin!e in so!ial mar/e"in*, "#ere are
em0iri!al &a"a an& +rom "#ese &a"a )o, !an (e a(le "o *enera"e in+orma"ion an& /no%le&*e an&
)o, %ill "es" "#ese &a"a an& i+ i" is a s,!!ess, )o, %ill !on"in,e on en#an!in* i" an& i+ i" is a
+ail,re, )o, %ill loo/ +or %#a" ma) #a'e !a,se& +or i"s +ail,re an& "r) i" on!e a*ain, "#a" is #o%
3
Co#en, ;., 7imi!/e, 5., A 9ei//ila, $. B2008C. C#a0"er 6: Un&ers"an&in* an& A00l)in* Inno'a"ion ;"ra"e*ies in "#e
P,(li! ;e!"or. The )ffective Public Manager: Achieving Success in a Changing Government B4
"#
e&.C. ;an ?ran!is!o:
Fosse)1Bass. B00. 1641165C.
so!ial mar/e"in* %or/s. I (elie'e "#a" so!ial mar/e"in* emana"es +rom so!ial !#an*e. ;o!ial
!#an*e is ine'i"a(le an& a mess) !on!e0", an& ,s,all) i" o!!,rs %#en in&i'i&,als s"ar" !#an*in*
inna"e a""i",&es e-"rinsi! s"r,!",res an& !rea"e "#e (e#a'ior ,nnee&e& an& ,nre2,ire&. ;o!ial
mar/e"in* %as +irs" in"ro&,!e& in 1G71 () P#ili0 Ho"ler an& Geral& Zal"man "o &es!ri(e "#e ,se
o+ mar/e"in* 0rin!i0les an& "e!#ni2,es "o a&'an!e a so!ial !a,se, i&ea an& (e#a'ior an& sin!e
"#en i" in'ol'es "#e &esi*n, im0lemen"a"ion, an& !on"rol o+ 0ro*rams aime& a" in!reasin* "#e
a!!e0"a(ili") o+ a so!ial i&ea an& i" a00lies !on!e0"s o+ mar/e" se*men"a"ion, !ons,mer
resear!#, 0ro&,!e !on!e0" &e'elo0men" an& "es"in* an& e-!#an*e "#eor) "o ma-imi6e "#e
"ar*e" a&o0"ers< res0onse
4
. In rela"ion "o "#is, so!ial mar/e"in* a""em0"s "o in+l,en!e "#e so!ial
(e#a'iors o+ "#e "ar*e" a,&ien!e o+ "#e mar/e"ers, (," no" "o *i'e a&'an"a*e "o "#e "ar*e"
a,&ien!e. ;o!ial mar/e"in* em0#asi6es "#a" i" is ne!essar) "o 0ro'i&e %#a" "#e 0eo0le nee&s
an& %an"s ins"ea& o+ 0ers,a&in* an& +or!in* 0eo0le "o (,) %#a" "#e ins"i","ions o++er. I "#in/ "#a"
in so!ial mar/e"in* "#ere are "#ree 'i"al elemen"s namel) "#e a,&ien!e %#i!# m,s" (e "#e +o!al
0oin" o+ e'er) &e!ision an ins"i","ion ma/e, "#e a!"ion %#i!# is "#e me"#o& o+ ma/in* a %a/e1,0
!all "o "#e a,&ien!e an& "#e e-!#an*e, sin!e in so!ial mar/e"in* )o, s"ar" "o o++er an al"erna"i'e,
"#is al"erna"i'e or !#an*e m,s" (e a*reea(le an& emana"in*. $#ere are s"e0s in "#e so!ial
mar/e"in* 0ro!ess %#i!# in!l,&es: anal)sis o+ "#e so!ial mar/e"in* en'ironmen", resear!# an&
s",&) an& sele!"ion o+ "#e "ar*e" a,&ien!e, &esi*n o+ so!ial mar/e"in* s"ra"e*ies, 0lan a(o,"
so!ial mar/e"in* 0ro*rams an& or*ani6a"ion, im0lemen"a"ion, !on"rol an& e'al,a"ion o+ "#e
so!ial mar/e"in* e++or"
4
. ?rom all "#ese !on!e0"s, I "#in/ "#a" so!ial mar/e"in* is no" onl) a(o,"
mere a&'er"isin*, slo*an or messa*in* me"#o&, !am0ai*n an& &one "#ro,*# a +as" %a) ra"#er
so!ial mar/e"in* is a /in& o+ s"ra"e*) "#a" %ill !#an*e an& al"er "#e "ra&i"ional so!ial an&
(e#a'ior as0e!" in "#e so!ie"), ,ses s"ra"e*i! 0lans an& 0ro*rams, e++e!"i'e ,se o+ reso,r!es
an& "#e "ar*e" a,&ien!e is %ell /no%n an& %ell resear!#e& sin!e !#an*e is no" some"#in* "#a"
all 0eo0le a!!e0"s o0enl), so!ial mar/e"in* m,s" (e *i'en "o "#ose 0eo0le %#o are rea&) +or
!#an*e an& reason "o +os"er !#an*e as %ell. ?rom all "#ese "#in*s, I !onsi&er s"ra"e*i!
mana*emen" as an a00li!a"ion o+ "#e mar/e"in* !on!e0"s an& me"#o&s "o allo% (e#a'ior
!#an*e an& a !om0re#ensi'e "ool "o /no% %#o 0eo0le are, "#eir &esires an& %an"s an& also i"
!an (e a le'era*e "o &eli'er an& 0ro&,!e *oo&s an& ser'i!es "#a" are a+"er "#e %el+are o+ "#e
0eo0le an& i" !an (e ,se& "o resol'e so!ial iss,es an& "ro,(les.
;o!ial mar/e"in* !an (e e-er!ise& in 0,(li! mana*emen" s)s"em. Ine role o+ "#e 0,(li!
mana*emen" s)s"em is "o loo/ an& 0ro'i&e %el+are an& o00or",ni"ies "o i"s 0eo0le. $#ro,*#
so!ial mar/e"in*, 0eo0le in 0,(li! mar/e"in* s)s"em %ill (e a(le "o !on&,!" an& im0lemen"
0oli!ies an& 0ro*rams ri*#" a%a). ?or ins"an!e, "#e 0,(li! se!"or %an"s "o ease "#e 0o0,la"ion
in "#e !o,n"r)4 "#e se!"or %ill !on&,!" a s",&) on #o% (i* "#e 0o0,la"ion is in e'er) re*ion o+ "#e
!o,n"r) an& "#en !a"e*ori6e %#a" re*ion #as "#e #i*#es" 0o0,la"ion an& "#en &e"ermine "#e
so!ial !lass +rom %#ere "#e #i*#es" 0o0,la!e (elon* an& a+"er %#i!#, "#e) %ill (e*in "o "#in/ o+
me"#o&s on #o% 0o0,la"ion !an (e &e!rease& in a %a) "#a" "#ere %ill (e no !on+li!"s arisin* in
"#e so!ie") an& "#en !am0ai*nin* "#em "o "#e 0,(li! an& "#e a,&ien!e m,s" (e mo"i'a"e& +rom
"#e 0ro0osal ma&e () "#e se!"or. I"#er e-am0les +or so!ial mar/e"in* !an (e a(o," !i*are""e
4
Ho"ler, P., Ro(er"o, 7. L., A Ro(er"o, .. B1G8GC. C#a0"er 2: $#e ;o!ial Mar/e"in* A00roa!# "o ;o!ial C#an*e.
Social Mar"eting: Strategies for Changing Public &ehavior. .e% Eor/: $#e ?ree Press. B0. 24, DGC.
smo/in*, &ri'in* e"#i!s an& "#e li/e. I" %ill "a/e "ime an& ri*#" s"ra"e*ies +or "#e se!"or "o s0rea&
(e#a'ior an& so!ial !#an*e in "#e !o,n"r).
;o!ial mar/e"in* is rele'an" in 0,(li! mana*emen" s)s"em (e!a,se i" ser'es as "#e
me&i,m o+ "rans0aren!) "o "#e 0eo0le. I" allo%s "#e 0eo0le "o (e a!2,ain"e& an& a%are o+ "#e
!,rren" 0#ase an& s"a",s o+ "#e so!ie"). I" remo'es (arriers an& o(s"a!les "#a" #in&er so!ial an&
(e#a'ior !#an*e. I" (ene+i"s "#e "ar*e" a,&ien!e (e!a,se "#e) %ill (e "#in/in* "#a" "#e
al"erna"i'e "#a" )o, o++er "o "#em is %#a" is (es" +or "#em. I" en!om0asses lon*1"erm s"ra"e*i!
me"#o&s. I" also allo%s *ro%"# in "#e 0,(li! mana*emen" s)s"em. I" ma/es "#e 0eo0le !loser "o
"#e 0,(li! mana*emen" s)s"em (e!a,se e'er)"#in* is online no%4 e'er)"#in* is 8,s" one !li!/
a%a). ;o!ial mar/e"in* #as &e'elo0e& in "#e sense "#a" no% i" !an !o,n"er an& resol'e iss,es
"#a" are no" onl) %i"# so!ial an& (e#a'ior !#an*es (," also e!onomi!al, reli*io,s, *lo(al,
re*ional an& lo!al "ro,(les. An& las"l), so!ial mar/e"in* allo%s "#e 0romo"ion o+ meri" *oo&s an&
s!ra0e o+ lo% 2,ali") *oo&s, "#,s ens,rin* "#e %ell1(ein* o+ "#e !o,n"r).
In+orma"ion an& Comm,ni!a"ions $e!#nolo*) BIC$C
$#is !on!e0" is !om0ose& o+ "#ree, I !o,l& sa) in"er!onne!"e& an& in"erlin/e&:
in+orma"ion, !omm,ni!a"ionBsC an& "e!#nolo*). I !on!ei'e "#a" in+orma"ion an& !omm,ni!a"ions
"e!#nolo*) #as no !lear1!," &e+ini"ion sin!e I "#in/ "#e means an& 0ro!e&,res asso!ia"e& %i"#
"#is !on!e0" 0ersis" "o e'ol'e. An& "#is e'ol,"ion ,s,all) o!!,rs on a &ail) (asis so "#is means i"
#a00ens 2,i!/l) an& ra0i&l). @es0i"e "#a" "#ere is no %i&el)1a!!e0"e& &e+ini"ion +or in+orma"ion
an& !omm,ni!a"ions "e!#nolo*)4 I li/e "o *i'e m) o%n ,n&ers"an&in* on "#is !on!e0".
In+orma"ion an& !omm,ni!a"ions "e!#nolo*) is !om0rise& o+ an) *oo&s or ser'i!es "#a" are
!a0a(le o+ !olle!"in*, an& 0,""in* asi&e, re!o'erin*, mani0,la"in*, sen&in* an& re!ei'in* &a"a
an& in+orma"ion "#a" is in &i*i"al an& ele!"roni! +orm. $)0es o+ IC$ "#a" I /no% are "#e
s0rea&s#ee"s, &a"a(ases, %or& 0ro!essin*, 0resen"a"ion, 0,(lis#in*, a!!o,n"in* as %ell as
*ra0#i!s so+"%are an& also !,s"omer rela"ions mana*emen". In IC$, in+orma"ion is (ein*
!omm,ni!a"e& "#ro,*# &i*i"al an& ele!"roni! means %#i!# means &a"a an& in+orma"ion are
"ransmi""e& an& a!2,ire& "#ro,*# "#e #el0 o+ ne"%or/s an& sa"elli"es. A(sol,"el), in "#is /in& o+
se""in* "e!#nolo*ies ,se& are in"ri!a"e an& !om0le- an& i" %ill (e ar&,o,s "o ,n&ers"an& i+ )o,
are no" "a/in* an I$1rela"e& !o,rse (," an or&inar) 0erson s#o,l& /no% a(o," "#e in"erne" or
%e( in or&er "o a!!ess IC$ sin!e IC$ is all a(o," %e( an& in"erne" !on!e0"s. In+orma"ion
!omm,ni!a"ions "e!#nolo*) #as 0ro'i&e& "#e #,man ra!e (roa& (,n&les o+ !omm,ni!a"ion
!#oi!es an& !a0a(ili"ies s,!# as e1mail, ins"an"1messa*in*, !on+eren!e, an& no%, "#ro,*#
so!ial ne"%or/in* si"es. $#e IC$ #as !rea"e& a *lo(al 'illa*e %#erein 0eo0le +rom "#e &i++eren"
0ar"s o+ "#e %orl& are a(le "o !omm,ni!a"e an& /ee0 in !on"a!" %i"# ea!# o"#er i" is as i+ 0eo0le
are onl) nei*#(ors an& +e% s"e0s a0ar". I" is ama6in* on #o% "#e IC$ %as a(le "o (in& an& ,ni"e
0eo0le an& allo%e& !omm,ni!a"ion on a re*,lar (asis.
In "#e P#ili00ines, %e #a'e "#is Commission on In+orma"ion an& Comm,ni!a"ions
$e!#nolo*) sin!e Fan,ar) 12, 2004 %#i!# main 0,r0ose is "o (e a!"i'e in s"reamlinin*,
mana*in*, !oor&ina"in* an& im0lemen"in* na"ional IC$ 0ro*rams, 0oli!ies, 0ro8e!"s an& o"#er
ini"ia"i'es o+ "#e *o'ernmen"
5
. IC$ is "#e (es" me!#anism an) *o'ernmen" !o,l& ,se "o
5
B2006C. In *ffice of the Presi$ent of the Philippines Commission on Information an$ Communications Technology.
Re"rie'e& .o'em(er 22, 2011, +rom #""0:33%%%.!i!".*o'.0#3!on"en"3'ie%3453823in&e-.#"ml
!omm,ni!a"e easil) "o "#e 0eo0le. Hee0in* "#e 0,(li! in+orme& is one o+ "#e &,"ies o+ 0,(li!
o++i!ials in a &emo!ra!)
6
. I (elie'e "#a" an) 0,(li! mana*emen" s)s"em is o(li*e& "o ,0&a"e i"s
!i"i6ens e'en no" in &emo!ra"i! s"a"es %i"# %#a" "#e !,rren" 0oli!ies an& 0ro*rams #el& in "#e
!o,n"r). Pro0er !omm,ni!a"ion an& m,",al &ialo*,e is an) ne!essar) +or an) ins"i","ion "o (e
in+orme& an& "#is is a means o+ "rans0aren!). $#ere are man) %a)s in %#i!# as 0,(li!
mana*emen" s)s"em !an !omm,ni!a"e %i"# "#e 0,(li! li/e "#ro,*# re0or"in* B"ele'ision or
ra&ioC, +or,ms3 s,r'e)s3 /e) in+orman" in"er'ie%s an& anno,n!emen"s Bso!ial ne"%or/in*,
!am0ai*n 0os"ers, "ele'ision3ra&io anno,n!emen"sC. Ine o+ "#e mos" !on'enien" "ools is "#e
in"erne" or "#e %e( %#i!# 0rom,l*a"e& "#e e-government3 e-governance. Gi'en "#e +a!" "#a"
"o&a) 0eo0le (e!ome more &e0en&en" on "#e ,se o+ "#e ne" so ma/in* "#e *o'ernmen"
a!!essi(le online, "#e) !an easil) in+orm "#e 0eo0le (," i" s#o,l& no" elimina"e "#e 0ossi(ili") o+
#a'in* 0ersonal in"er'ie%s (e!a,se no" all "#in*s 0os"e& are *en,ine an& (ona+i&e, 0eo0le
s#o,l& s"ill s!r,"ini6e "#in*s "#e) !an see in "#e ne". $#e 0,(li! mana*emen" s)s"em mos"l)
!oo0era"e %i"# "#e mass me&ia i+ "#e) %an" "o ma/e "#eir ins"i","ion 0rominen" an& /no%n sin!e
"#e mass me&ia is "#e mos" a!"i'e a*en" in "#a" sense. I" is no" eas) "o #a'e a &eal %i"# "#e
me&ia sin!e "#e me&ia i"sel+ !an (e !onsi&ere& an in"eres" *ro,0 an& %ill onl) release ma"erials
%#i!# "#e) !an earn 0ro+i". $#e mass me&ia !an ei"#er () "#e (,il&er an& &es"ro)er o+ "#e 0,(li!
mana*emen" s)s"em.
IC$ is rele'an" in "#e 0,(li! mana*emen" s)s"em. IC$ #as "#e a(ili") "o allo%
0ar"i!i0a"ion an& en*a*emen" o+ "#e !i"i6ens in "#e 0,(li! mana*emen" s)s"em. I" ma/es "#e
i&eas4 !on!e0"s an& in+orma"ion are rea&) +or ,se, a!!essi(le an& easil) &issemina"e& "o "#e
0eo0le. As "ime *oes (), IC$ &o 0la) a *rea" role in "#e li'es o+ "#e 0eo0le as "#e *o'ernmen" is
0ro'i&in* ,ni'ersal a!!ess. All in all, IC$ is an a00ara",s +or !i"i6en 0ar"i!i0a"ion an& so!ial
mo(ili6a"ion sin!e ser'i!es3 *oo&s3 0ro&,!"s3 in+orma"ion are !omm,ni!a"e& "#ro,*# ele!"roni!
means. Un&o,("e&l), IC$ is a 0o%er+,l an& an e++e!"i'e "ool sin!e i" !an +in&, anal)6e, en#an!e
i&eas an& in+orma"ion as %ell as "o a&&ress !on+li!"s a00ro0ria"el).
;"ra"e*i! mana*emen", so!ial mar/e"in* an& in+orma"ion an& !omm,ni!a"ions
"e!#nolo*) &o e-0e&i"e "#e &e'elo0men" an& im0ro'emen" o+ "#e 0,(li! mana*emen" s)s"em.
$#ese "#ree !on!e0"s a&&ress an& &is!o,rse "#e 0ro(lems an& !on+li!"s in "#e 0,(li!
mana*emen" s)s"em, an& in re",rn, sin!e "#ese "#ree !on!e0"s %#en ,se& an& in"e*ra"e& all
"o*e"#er, "#e 0,(li! mana*emen" s)s"em %ill (e a(le "o an"i!i0a"e %#a" ma) #a00en i" "#e +,",re
%#e"#er *oo& or (a& an& ma) 0re0are +or "#is, also "#ese !on!e0"s #el0 0,(li! mana*emen"
s)s"em "o !on!a"ena"e an& moni"or "#e e'en"s in "#e 0,(li! mana*emen" s)s"em. $#e
in!reasin* rele'an!e o+ "#ese !on!e0"s mi*#" (e (e!a,se o+ "#e a&'an!emen"s #a00enin* in
"#e so!ie"), %#i!# is o+ !o,rse m,s" (e o+ 0osi"i'e !#an!e (e!a,se as "#ese !on!e0"s (e!ome
more an& more rele'an" an& im0or"an" in 0,(li! mana*emen" s)s"em, "#is %ill res,l" in "#e
0,(li! mana*emen" s)s"em "#a" is more e++e!"i'e, e++i!ien" an& res0onsi'e. $#ere is a &ire!",
m,",al an& in"ima"e rela"ions#i0 amon* s"ra"e*i! mana*emen", so!ial mar/e"in* an&
in+orma"ion an& !omm,ni!a"ions "e!#nolo*). $#ese "#ree m,s" %or/ #an&1in1#an& "o ens,re "#e
6
Co#en, ;., 7imi!/e, 5., A 9ei//ila, $. B2008C. C#a0"er 11: Comm,ni!a"in* %i"# "#e P,(li!, "#e Me&ia, an&
;"a/e#ol&ers. The )ffective Public Manager: Achieving Success in a Changing Government B4
"#
e&.C. ;an ?ran!is!o:
Fosse)1Bass. B0. 287C.
0ro0er +,n!"ionin* o+ "#e 0,(li! mana*emen" s)s"em. $#e 0,(li! mana*emen" s)s"em
0er0e",a"es an& %ill !on"in,e "o 0er0e",a"e i+ "#e !on!e0" o+ s"ra"e*i! mana*emen", so!ial
mar/e"in* an& in+orma"ion an& !omm,ni!a"ions "e!#nolo*) are in!or0ora"e&, in"e*ra"e& an&
em0lo)e& a00ro0ria"el). I" is no" eno,*# "o /no% "#ese !on!e0"s4 i" m,s" (e 0," in"o !on*r,o,s,
+easi(le an& 0ra!"i!al ,"ili6a"ion. All in all, in "#e a*e o+ /no%le&*e an& in+orma"ion, I "#in/ "#a"
"#ese !on!e0"s are ne!essar) in 0,(li! mana*emen" s)s"em as %ell as in 0,(li! a&minis"ra"ion
(," I %an" "o 0ro0ose "#a" 0eo0le m,s" also ma/e an& !rea"e an a*e or !omm,ni") o+ learnin*,
ins"ea& o+ all /no%le&*e an& in+orma"ion. Peo0le s#o,l& "#ri'e an& en*ross +,ll in an
en'ironmen" %i"# lo"s o+ e-0erien!es +or learnin* "o emana"e. I" is a reali") "#a" e-0erien!es
in+l,en!e learnin*, "#a" is %#) e'er) !on!e0" in e'er) +iel& is (e!omin* more e-"ensi'e an&
0er'asi'e.
Re+eren!es:
Co#en, ;., 7imi!/e, 5., A 9ei//ila, $. B2008C. C#a0"er 6: Un&ers"an&in* an& A00l)in*
Inno'a"ion ;"ra"e*ies in "#e P,(li! ;e!"or. The )ffective Public Manager: Achieving Success in
a Changing Government B4
"#
e&.C. ;an ?ran!is!o: Fosse)1Bass.
Co#en, ;., 7imi!/e, 5., A 9ei//ila, $. B2008C. C#a0"er 10: ;#a0in* Ir*ani6a"ional Goals an&
;"ra"e*ies. The )ffective Public Manager: Achieving Success in a Changing Government B4
"#
e&.C. ;an ?ran!is!o: Fosse)1Bass.
Co#en, ;., 7imi!/e, 5., A 9ei//ila, $. B2008C. C#a0"er 11: Comm,ni!a"in* %i"# "#e P,(li!, "#e
Me&ia, an& ;"a/e#ol&ers. The )ffective Public Manager: Achieving Success in a Changing
Government B4
"#
e&.C. ;an ?ran!is!o: Fosse)1Bass.
@o#er"), $.L. A 9orne, $. B2002C. C#a0"er D: Mana*in* ;"ra"e*) an& C#an*e in P,(li! ;er'i!es.
Managing Public Services- Implementing Changes: A Thoughtful Approach to the Practice of
Management. .e% Eor/ an& Lon&on: Ro,"le&*e.
@o#er"), $.L. A 9orne, $. B2002C. C#a0"er 12: Mana*in* In+orma"ion an& Comm,ni!a"ions in
P,(li! ;er'i!es. Managing Public Services- Implementing Changes: A Thoughtful Approach to
the Practice of Management. .e% Eor/ an& Lon&on: Ro,"le&*e.
Ho"ler, P., Ro(er"o, 7. L., A Ro(er"o, .. B1G8GC. C#a0"er 2: $#e ;o!ial Mar/e"in* A00roa!# "o
;o!ial C#an*e. Social Mar"eting: Strategies for Changing Public &ehavior. .e% Eor/: $#e ?ree
Press.
B2006C. In *ffice of the Presi$ent of the Philippines Commission on Information an$
Communications Technology. Re"rie'e& .o'em(er 22, 2011, +rom
#""0:33%%%.!i!".*o'.0#3!on"en"3'ie%3453823in&e-.#"ml
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