In a complex and dynamic environment where innovation is a cornerstone, the ability of the public and its various units to receive, interpret and transmit determines its potential to meet the needs of your target audience. Innovation, therefore, as an engine of change demands an important communication activity, based on achieving the complicity of the various stakeholders, both internal and external stakeholders in the process, which becomes more palpable as the services are more ambitious and breakthrough.
The context on which these processes are developed has changed dramatically in recent years. At various transformations in the social, economic or political-institutional, add the rapid development of technology. If ten years ago we asked a middle-aged person's Internet use, the programs you use and how you feel the same, the results could not be more different from those obtained if repeated the exercise today.
The emergence of social web is leading to the creation of a new socio-economic structure increasingly dominated by a new generation of digital natives, the availability of new tools and, above all, a new framework of principles and values. Given that communication is part of the strategy we can not bring to the new reality with old models, which makes it necessary to consider a new digital positioning Administrations connect with users of the innovation process.
Certainly the model of public organization that we know has its own characteristics that will result in brake levers when we adopt this type of strategy. The public management is key in the process and will need to incorporate new skills to maximize the opportunities that arise.
Within a few months I will have the opportunity to reflect together with a large group of public managers on this new reality, trends and key factors to incorporate into the practice of our Administration. A complex but exciting challenge.
I'll report ....
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