2023

Reinikainen, Hanna Maria; Valentini, Chiara

This chapter discusses digital corporate communication in the context of public sector organizations. Public sector organizations are understood as politically mandated and regulated organizations, such as ministries, political organizations, public administrations, federal agencies, and other governmental organizations. The chapter first examines the nature of the digital environment and then expands that discourse to address significant changes in communication modes and practices of public sector organizations. Relevant changes in digital public behaviour are also examined, considering the core communicative and engagement needs of public sector organizations. The chapter also introduces the primary opportunities and drawbacks of undertaking digital corporate communication in the public sector, by critically examining possible negative effects of the increased digitalization of public sector activities. The communication efforts by the Finnish Tax Administration are presented to illustrate the impact of digital transformation in the public sector. The chapter concludes with suggestions for future research.