Public Communication has as basic principles transparency, access to information of public/collective interest, citizen interaction with public bodies, the ombudsman and the promotion of citizenship and democracy.
This is fundamental to identify social dynamics, defining concepts and axes for a coherent and integrated public action that promotes and values the public interest. The qualification, formulation and implementation of public policies, guiding the administration towards more efficient management, guaranteeing collective participation in the definition, implementation, monitoring, control and feasibility, evaluation and review of public policies and actions are other fundamentals of public communication.
Public Communication must also meet the needs of citizens and of the different political actors in order to obtain and disseminate information and opinion, guaranteeing plurality in the public debate and stimulating a conscious, active and solidary citizenship. In addition, it should improve the understanding of the functioning of the public sector, qualifying the interaction with the management and execution of public services and evaluating the execution of actions of collective interest.
One of the main challenges of Public Communication is its segmentation, since the audiences are broad and diversified, which requires a constant adaptation of the message so that it is clear, precise, transparent and that it reaches everyone. Another challenge is professionalization, since it requires training, with a strategic vision and a sense of service and delivery.
Communicating a public action well requires strategy and taking into account the context and impact on the target audience. Working on these points in advance creates a closer relationship and communication with which the citizen can identify. Depending on the moment and what is being communicated, communication techniques crisis management can help.
Often the way content is disseminated is very distant from people's daily lives. Making speech more accessible (translating technical terms and presenting data and practical examples) is the best way to ensure that what you want to communicate is understood.
The time when Public Communication was something formal and distant from the citizen has passed. Nowadays, the use of various formats and the use of integrated communication as a tool to create relevance and identity before public opinion are required. Social media, podcasts, lives and o other forms of multimedia engagement are trends that are here to stay and that complement the production of content, which has to be relevant and monitored.