Impacts of modern technologies on sustainable communication of civil service organizations

LTReikšminiai žodžiai: Bendravimo tvarumas; Komunikacijos tvarumas; Skaitmeninis bendravimas; Technologijos; Technologijos, skaitmeninė komunikacija; Valstybės tarnybos organizacijos; Civil service organizations; Communication sustainability; Digital communication; Technologies; Technologies, digital communication.

ENThe role of modern technologies on competitive advantages of organizations is extensively analysed by many scholars or studies (Wascher et al. 2018; Maduro et al. 2018; Accenture, 2019). In order to sustainably communicate and meet stakeholders’ expectations (Hovland, 2005; Macnamara, 2015; the UK Government Communication Plan 2017/2018; Bahena-Álvarez et al. 2019), both private and public organizations (including civil service institutions) implement technological innovation and apply modern communication tools (including a spectrum of digital marketing techniques); however, many factors, such as limited financial autonomy, dependence on political priorities, heavy bureaucracy and complicated jurisdiction or simply insufficient technological knowledge and competences (along with modest innovation systems and inefficient monitoring ) make the present topic relevant to civil service organisations of Central and Eastern European Countries. The research question is how to unleash potential of modern technologies in order to make civil service organizations’ communication strategies sustainable and value-adding. Instead of artificially separating communication worlds of private and public sectors, the present publication is focused on combining the best communication strategies (Ferguson et al. 2016) from different angles, such as business intelligence, financial analysis, social innovation, digitalization, innovative Human Resource Management, and etc. The semi-structured qualitative experts’ interviews help examine the process of applying modern technologies (including digital marketing communication techniques) in practice of civil service organizations as well as provide the guidelines for communication strategy improvement.The conceptual matrix of technological effects is backed by qualitative research results, which is of significant value-added to future success and sustainability of communication strategies of CEEC’s civil service organizations. [From the publication]