Public communication is different from government communication and political marketing.
Government communication is the communication used by a given government and its aim is to provide accountability and encourage the governed to recognize and engage with the policies adopted and the actions promoted in the political, economic and social fields. It is a way for a government to make itself present to the population.
Political communication, or political marketing, is a way of publicizing a politician or a party, with a focus on the electoral process. Both government communication and political communication seek to influence public opinion, often using the advertising, They are looking for quick answers and immediate effects that can be gained through research and transformed into campaign strategies. The intensive and extensive use of media in the competition for electoral and/or party political results is one of its characteristics.
The concept of Public Communication is directly related to a correct understanding of the term “public“. It implies a practice committed to democracy and the construction of citizenship and presupposes a positioning political (different from partisan). The scope is broad and frames the “public” as what suits and interests everyone, legitimizing the policy of communication between state and society.
Public communication is indispensable to democracy. It is a way of guaranteeing society's freedom and autonomy, with diversity and difference as its main foundations. It is communication that takes place in the public space and is aimed at the public interest.
Thus, Public Communication is made up of information actions, opinion consultations and discussion and debate practices, in any field, This is done through public resources after transparent, inclusive and scrutinizable decision-making processes, civil society criticism and movement, and the regular functioning of state oversight bodies.
A Public Communication exists to promote the common good and the public interest, without incurring, even indirectly, in the personal, partisan (of the governing party), religious or economic promotion of any person, group, family, company, church or other private association.