Modernization of public organizations in Morocco: Performance communication management based on cultural approach

Abstract

In Morocco, the public sector is modernizing, digitalizing, and improving its management especially internal management by creating relationships based on trust, transparency and accountability of its staff. In this regard, a new managerial policy and profound changes have been made, namely: the shift from an administration centered on its own functioning to an open administration; an administration of procedures and a culture of obedience to an administration of accountability; from a vertical administration, commanded by the hierarchical pyramid, to a more transversal administration that operates in a network (Vallemont, 2001). With the introduction of the logic of the private sector, by trying to adopt new managerial approaches to support this organizational change, new concepts relating to internal communication, various objectives and functions as well as its theories in correlation with the management relating to the context of the organization, were adopted within a framework specific to the public administration which tends towards modernization by considering that this new public management favors the exchange, the sharing of information and the maintaining social ties by opposing traditional administrative management (Zémor, 2008). Through this change, new public management was born by pleading in favor of internal communication which becomes a managerial variable, perceived as a direct factor of organizational performance guaranteeing the transition from a bureaucratic model of public service to public action based on the proximity, transparency, and accountability of its actors (Bessières, 2009). In this context of modernization, internal communication is mobilized to engage stakeholders in a coordination framework by promoting their contribution to the action carried out. It constitutes a major axis of consolidation and modernization of public organizations. Its importance for the success of modernization depends largely on the relevance of the communication processes and strategies that must be put in place to ensure internal coherence and cohesion which will impact the image of public administration.

JEL Classification: H11, H83, O38, P41, P47

Paper type: Theoretical Research