The contribution of public communication on the good governance process: The case of public institutions in Morocco
Good governance includes all the rules and collective processes by which the actors concerned participate in the decision-making and realization of public actions. Public communication with a strategic and well-structured vision of information exchange is part of this perspective. Despite the fact that studies have been devoted to the relationship between public communication and good governance in public institutions, few empirical studies have explained the nature of this relationship. As part of the new public management, public institutions in Morocco have moved towards a whole new way of managing through reforms and implementation of the good governance approach.
The purpose of our qualitative study is to highlight the importance of public communication in the process of good governance, as well as to clarify the different components of public communication in order to understand its contribution to the process of good governance. The interviewees were managers and officials of various positions within public institutions operating in different sectors of activity. Ten semi-structured interviews were conducted and subjected to a thematic content analysis. The results identify the main elements that determine public communication: public service values, free access to information, digitization, interactivity, personal skills and behaviors, ethics and transparency. Especially since each component is taken into account both theoretically and empirically in the process of good governance, takes place in Moroccan institutions more and more.
Thereby, this research provides valuable implications about the potential role of public communication in contributing to transparency, clarity in decision-making, ethical behavior, the rule of law, and strengthening the public interest in public institutions in Morocco.
Keywords: Public communication, good governance, public institutions, new public management, transparency.
JEL Classification: D73, D83, H83, M00
Paper type: Empirical research
Copyright (c) 2023 Marwa KHOUYA, Abdelhay BENABDELHADI
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