Minding the gap: Applying a service marketing model into government policy communications |
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| Authors: | Dave Gelders Øyvind Ihlen |
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| Institution: | 1. Leuven School for Mass Communication Research/Public Management Institute, K.U. Leuven, Parkstraat 45 bus 3603, BE 3000 Leuven, Belgium;2. BI Norwegian School of Management, Norway;3. Hedmark University College, Norway |
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| Abstract: | In order to bolster the emerging but still underdeveloped conceptualization of public communication over potential policies, we apply a framework primarily used in business service marketing to improve service quality (“gap analysis”). We argue that this model has strong heuristic qualities that can alert practitioners who are interested in improving communication regarding potential policies. While we recognize problems implementing the model, we suggest some ways that both practitioners and the public ameliorate the identified issues. Seeing communication about potential policies as a crucial part of the political process, we argue that such efforts have democratic merit. |
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| Keywords: | Policy intentions Gap analysis Service marketing model Public communication |
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