Onderzoeksartikel

Interactief beleid en herijking van de communicatiefunctie in het openbaar bestuur

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Abstract

This article focuses on the consequences of interactive policymaking on the profile and the organisational embedding of the communication-function in public administration. Interactive policymaking can be seen as a set of administrative styles in which the government, in a stage as early as possible, involves citizens, societal organisations and other governments, to co-operate in an open manner on the design, decision-making, implementation, and evaluation of a policy. Interactive policymaking requires a modernisation of the communication-function, since communication becomes more multilateral and forms an integral part of the policy-process, including political and administrative strategic management. Consequently, the profile of the communication-function is to be altered to enable and support interactive policymaking. Relevant communication-tasks in the profile are: the provision of a communication infrastructure, scanning of the environment, strategic advise, communication planning, operational support, implementation, and monitoring/control/innovation. The organisational embedding of this profile requires a culture emphasising values as openness, responsiveness, flexibility, spontaneity, and ‘ambitious modesty’. This profile also makes some demands on the structure of the organisation. Above all, the communication function must be seen a task of every member of the organisation. Specific communication staff, however, is needed for their professional knowledge and experience. The communication staff should specialise and generalise at the same time. For instance, strategic advise needs different qualities in comparison to implementation. A strategic adviser, however, must be qualified in politics and policymaking.

How to Cite:

Pröpper, I. & Kessens, H., (1998) “Interactief beleid en herijking van de communicatiefunctie in het openbaar bestuur”, Tijdschrift voor Communicatiewetenschap 26(4), 254–271.