The right approach to public decision-makers often proves to be the key to success when implementing digital projects. GovTech communication in particular is becoming increasingly important. It helps to communicate administrative processes to authorities and citizens in an understandable and attractive way. In this article, you will learn how to use targeted messages to generate enthusiasm, create trust and promote joint digital innovations.
Why GovTech communication is essential today
GovTech refers to technologies that make public administration more efficient, transparent and user-friendly. However, even the best innovation needs convincing communication in order to be accepted and implemented by public decision-makers. The digital transformation in the public sector affects numerous stakeholders - from ministries to municipalities and specialised offices - with different needs and expectations. Clear, understandable and target group-orientated communication therefore supports the transfer of knowledge and promotes acceptance.
For example, digital citizen portals can be addressed through target group-orientated communication. Local authorities report that they have been able to build trust through transparent explanations and practical examples. GovTech communication also supports the introduction of new AI-based solutions in the administration, as fears of contact are reduced and the added value is clearly recognisable. Companies such as SocialCard show how innovation communication makes processes such as the payment of social benefits understandable and comprehensible[10].
BEST PRACTICE at a customer (name withheld due to NDA contract): Thanks to a communication strategy based on regular workshops with administrative staff, digital road maintenance projects with AI were successfully implemented in several municipalities. Close support in the form of information sessions and feedback rounds increased acceptance and facilitated project customisation on site.
Targeted GovTech communication - that makes the difference
It is important that GovTech communication not only conveys information, but also provides targeted impetus for change. The language must be clear, simple and understandable in order to engage in dialogue with the diverse target groups in public administration. Ideally, knowledge transfer should be practical and solution-orientated.
One tried-and-tested approach, for example, is the use of storytelling, in which success stories from other authorities are presented. For example, many local authorities report that successes in the digitalisation of family services or the digital allocation of building plots have served as motivation to start their own projects[4]. Modular information events and digital forums also create dialogue and transparency.
BEST PRACTICE at a customer (name concealed due to NDA contract): A communication campaign with video interviews of managers and employees was carried out as part of a municipal digitalisation project. This emphasised the benefits of the new digital forms and reduced reservations about their introduction.
Practical examples of successful communication
1. online platforms for the exchange between municipalities and start-ups: This improves the mutual understanding of requirements and solutions and accelerates pilot projects[4].
2. information events on technologies such as AI and big data, at which administrative staff are presented with concrete application possibilities, promote openness and acceptance[6].
3. political communication at the level of decision-makers to convey the strategic importance of GovTech for the digital transformation and to facilitate funding[10].
iROI coaching as support for GovTech communication
Public decision-makers often come to us with the challenge of developing a comprehensible, binding and flexible communication strategy for digital innovation projects. iROI coaching provides holistic and practice-orientated support. It helps to prepare complex topics in a way that is appropriate for the target group and to formulate the right messages.
For example, iROI coaching can provide impetus on how to credibly position digital projects in the public authority environment. Consultancy also includes the planning of workshops, communication formats and support in stakeholder management - important steps in establishing sustainable structures.
BEST PRACTICE at a customer (name concealed due to NDA contract): During the introduction of a digital administration platform, iROI coaching was used to prepare joint discussions with various specialist levels. The targeted moderation helped to reduce resistance and jointly design new processes. This led to a significantly smoother rollout and higher user satisfaction.
My analysis
GovTech communication forms the backbone of a successful digital transformation in the public sector. It makes it possible to communicate complex technological developments in an understandable way and build trust among public decision-makers. The integration of best-practice examples and targeted advice, such as iROI coaching, provides lasting support.
As the digitalisation of public administration involves various stakeholders with different needs, a broad, flexible and practical communication strategy is essential. This is the only way to effectively support innovation processes and increase acceptance of new technologies. GovTech communication is therefore an important success factor for implementing digital solutions in a citizen- and authority-friendly way.
Further links from the text above:
GovTech Definition - Digital Magazine
GovTech Campus Germany - Federal Ministry of the Interior
GovTech - The state of the future is digital
Where there's a market, there's a start-up - Kommune21
Cooperation between GovTech start-ups and public administration
Study on cooperation between GovTech start-ups and public administration
GovTech for Good - Tech as a catalyst for better public service
Communication for GovTech-Solution SocialCard - Fink & Fuchs
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