Tools and Instruments used in Public Administration

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Ramones, Geraline Mae Z. PUBLICA A52

11028467 Mr. i!"or Man#i"

$#e %orl& is ine'i"a(l) !#an*in*. $#e %orl& %e "#ri'e in is in !ons"an" +l-. o one

/no%s %#a" /in& o+ al"era"ions mi*#" o!!r, an& as in&i'i&als li'in* in "#is lane", %e ms"

!onsis"en"l) an& &eli(era"el) a&a" "o "#is !#an*in* %orl&. Ba!/ "#en, e'er)"#in* %as "ra&i"ional

an& #an&oera"e&, (" as "ime +lies (), e'er)"#in* "rans+orms in"o some"#in* a&'an!e& an&

ne%. $#ere #a'e (een &e'elomen" an& a*men"a"ion in e'er) ase!" o+ an) na"ions. $#ese

%i&esrea& (rea/"#ro*#s ma) ose (ene+i"s as %ell as &ra%(a!/s )e" "#a" is alrea&) *i'en,

"#a" is %#) %e ms" (e resonsi(le +or "#e !#oi!es %e ma/e sin!e "#ere %ill (e !onseen!es

a" #an& so "#a" "#e (e""ermen" %e er!ei'e no%a&a)s %ill (e "#e (es" e-erien!es %e !an #a'e.

As %#a" I #a'e men"ione& earlier, "#ere #a'e (een ma"ri"ies in e'er) ase!" o+ a na"ion an&

one +iel& %#i!# I (elie'e "#a" #a'e a *rea" &e'elomen" is (li! a&minis"ra"ion. P(li!

a&minis"ra"ion #as e'ol'e& +rom ol& "o ne%. $o&a), (li! a&minis"ra"ion is more "erme& as

(li! mana*emen". A!"all) &e+inin* (li! a&minis"ra"ion3mana*emen" is no" eas) sin!e

eole %ill *i'e &i++eren" meanin*s "o i". P(li! a&minis"ra"ion3mana*emen" &oes no" en& (ein*an a!"i'i") %#i!# ses me"#o&s an& "#eories +rom oli"i!s an& mana*emen" in or&er "o a!#ie'e

a "oian so!ie") +or all (li! a&minis"ra"ion3mana*emen" is more o+ ra!"i!e an& +iel& o+

s"&). I" is no" eno*# "#a" se!ialis"s /no% "#e !on!e"s in "#is +iel& i" is #o% "#ese !on!e"s

are se& a!!or&in*l). #a" is in"eres"in* a(o" (li! a&minis"ra"ion3mana*emen" is #o% i"

&i++ere& +rom %#a" i" is li/e in "#e as" an& i" #as (e!ome e-"ensi'e an& en!omassin* as "imes

*o (), i" is no" s"!/ +rom %#a" %as i", i" %as a(le "o e-an& an& (e!ome (e""er so eole,

or&inar) !i"iens !an *ras "#e +iel& !on'enien"l). P(li! a&minis"ra"ion3mana*emen" is !ease&

"o (e a +iel& as %ell as me!#anism o+ "#e *o'ernmen" "o ro'i&e "#e /in& o+ %el+are "#a" i"s

eole nee& an& i" in"e*ra"es mana*emen" an& oli"i!s.

In "#is aer, I %ill (e &is!ssin* "#e "ools an& ins"rmen"s se& in (li! a&minis"ra"ion.In rela"ion "o "#is, asi&e +rom &es!ri(in* ea!#, I %ill (e &e!i#erin* an& e-aminin* i"s

rela"ions#i an& imor"an!e "o (li! mana*emen" s)s"em. $#e "#esis o+ "#is aer is "#ese

"ools an& ins"rmen"s, s!# as s"ra"e*i! mana*emen", so!ial mar/e"in* an& in+orma"ion an&

!ommni!a"ions "e!#nolo*), are rose(il" in or&er "o asses an& e'ala"e "#e

resonsi'eness, e++e!"i'eness an& e++i!ien!) o+ (li! a&minis"ra"ion as %ell as (li!

mana*emen" s)s"em.

'er) +iel& an& s)s"em #as i"s o%n ar"i+i!es an& means +or &*men" an& e'ala"ion. In

"#e !ase o+ (li! a&minis"ra"ion, "#ere are "#ree "ools "#a" I %ill (e "a!/lin* in "#is aer an& i"s

rele'an!e "o "#e (li! mana*emen" s)s"em. 9o%(ei", (li! a&minis"ra"ion #as (een in

e-is"en!e n&o("e&l) sin!e "#e (e*innin* o+ #man !i'ilia"ions. I"s "ools an& aroa!#esmi*#" #a'e (een &issol'e& or on a (ri*#"er si&e #a'e imro'e&, )e" in "#is !ase I (elie'e "#a"

s"ra"e*i! mana*emen", so!ial mar/e"in* an& in+orma"ion !ommni!a"ions "e!#nolo*) are "#e

"#ree 'i"al "ools (a!/ "#en an& ar"i!larl) no% sin!e "#ese "#ree !an (e more in"e*ra"e& "o&a)

&e "o "#e +a!" "#a" %e are in "#e era o+ in+orma"ion an& /no%le&*e. $o&a), 21s" !en"r), i" is

!oine& as "#e a*e o+ in+orma"ion an& /no%le&*e ma)(e (e!ase "e!#nolo*) as %ell as

in+orma"ion an& /no%le&*e are a&'an!e&, in "#e e&*e, (oos"e& in leas an& (on&s. I" !an "#en

(e #)o"#esie& "#a" "#e *enera"ion o+ eole is more in+orme& an& a!ain"e&. I !an &es!ri(e



"#e 21s" !en"r) %i"# "#ree s: e((e&, ire& an& in&o%e&. I" is in&ee& a *oo& "#in* "#a"

"e!#nolo*) e-an&e& an& &e'eloe&, 'arios +iel&s an& s"&ies %ere a(le "o ma/e more

o%er+l an& ne!essar) "ools +or resear!#es. $rl), in+orma"ion is !on"en" o+ "#e &a"a %e #a'e

*a"#ere&, /no%le&*e is #o% %e a!ain" orsel'es %i"# "#e in+orma"ion %e #a'e "#ro*#

!on"a!"s an& e-erien!es an& %is&om %ill onl) emana"e on!e %e emlo) "#ese /no%le&*e +or

"#e a&'an"a*e an& %el+are o+ all. $#e s#i+" in "#e 21s"

!en"r) a(sol"el) !rea"e& #*e !#an*esan& ima!" in "#e so!ie"). Mo'in* on, le" me (e*in no% &is!ssin* an& &es!ri(in* "#e "ools.

;"ra"e*i! mana*emen"

As +ar as I !an remem(er, "#is !on!e" o+ s"ra"e*i! mana*emen" %as (een em#asie&

in "#e ar" Anticipatory Government: Prevention rather than Cure in "#e (oo/ Reinventing

Government . $#is !#a"er o+ "#e (oo/ +o!se& on "#a" "#e *o'ernmen" s#ol& (e a(le "o

+oresee an& an"i!ia"e %#a" ma) #aen in "#e +"re an& ms" al%a)s reare +or "#e %ors".

$#e *o'ernmen" %ill (e a(le "o &o "#is "#ro*# ri*#" lan o+ a!"ion an& "#e lans ms" (e in

a!!or&an!e %i"# "#e *o'ernmen"<s mission, 'ision, o(e!"i'es an& *oals. I (elie'e "#a" s"ra"e*)

&e+ine& as =#o% an or*ania"ion %ill ma"!# i"s resor!es "o i"s en'ironmen" so as "o mee" "#ee-e!"a"ions o+ i"s s"a/e#ol&ers> 1 is ne!essar) in an) ins"i""ion or s)s"em. ;"ra"e*) is

me!#anism an& an or*anie& lan o+ a!"ion nee&e& in an) ins"i""ion in or&er "o a!#ie'e an&

a""ain "#e *oals sin* onl) "#e a'aila(le resor!es )o #a'e also i" !an (e &es!ri(e as a "ren& o+

&e!isions o'er "ime. ;"ra"e*) is "#e mos" ne!essar) elemen" in s"ra"e*i! mana*emen". ?rom "#e

rea&in*s, i" %as men"ione& "#a" s"ra"e*i! mana*emen" &i& no" (e*an in "#e +iel& o+ (li!

a&minis"ra"ion imme&ia"el), i" s"ar"e& in "#e mili"ar) ser'i!e an& "#e re"irees an& eole +rom "#e

mili"ar) ser'i!e in"ro&!e& "#e i&ea o+ s"ra"e*) an& s"ra"e*i! mana*emen" as %ell. I" is (e!ase

in "#e mili"ar) ser'i!e, s"ra"e*) is s!# an essen"ial elemen" sin!e i" is "#e +ore*ron& on #o%

"#e mili"ar) eole %ill %in "#e (a""le an& no" loses, i" is all a(o" lo*is"i!s an& lannin*. I" is

in"eres"in* on #o% s"ra"e*) an& s"ra"e*i! mana*emen" %as easil) in"e*ra"e& in "#e (li!

mana*emen" s)s"em. @esi"e "#e +a!" "#a" s"ra"e*i! mana*emen" an& i"s me"#o&s #a'e (een ine-is"en!e +or lon* "ime, i" is s"ill ne!essar) in "#e (li! mana*emen" s)s"em.

Comonen"s o+ ;"ra"e*i! Mana*emen" 2

;"ra"e*i! Anal)sis: I&en"i+)in* "#e "e!#nolo*i!al,

e!onomi!, mar/e", oli"i!al, le*al, e"#i!al an&

so!ial !#an*es "#a" ima!" on "#e or*ania"ion an&

assessin* "#e oor"ni"ies an& "#rea"s "#e) ose.

;"ra"e*i! Imlemen"a"ion: Plannin* an&

allo!a"in* resor!es, !onsi&erin*

or*ania"ional &esi*n an& s"r!"re,

&e+inin* oera"ional roles an& ro!e&res

an& mana*in* !#an*e.

;"ra"e*i! Plannin*3?ormla"ion: I&en"i+)in*,sele!"in*, an& e'ala"in* s"ra"e*i! o"ions, "a/in*

in"o a!!on" "#eir &esira(ili") "o s"a/e#ol&ers an&

;"ra"e*i! $#in/in*: A(ili") "o !om(inein"i"ion an& !rea"i'i").

1 @o#er"), $.L. 9orne, $. 2002. C#a"er D: Mana*in* ;"ra"e*) an& C#an*e in P(li! ;er'i!es. Managing PublicServices- Implementing Changes: A Thoughtful Approach to the Practice of Management . e% Eor/ an& Lon&on:Ro"le&*e. . 65.2 @o#er"), $.L. 9orne, $. 2002. C#a"er D: Mana*in* ;"ra"e*) an& C#an*e in P(li! ;er'i!es. Managing Public

Services- Implementing Changes: A Thoughtful Approach to the Practice of Management . e% Eor/ an& Lon&on:Ro"le&*e. . 66.



"#e +easi(ili") an& ris/ o+ imlemen"in* "#em.

I (elie'e "#a" "#ese !omonen"s (il& s"ra"e*i! mana*emen" +rom s"ra"e*i! mana*emen"

"o s"ra"e*i! "#in/in* %#i!# I s" "#o*#" o+ a&&in* . ?rom all "#ese !on!e"s, le" me *i'e m)

o%n &e+ini"ion o+ s"ra"e*i! mana*emen". ;"ra"e*i! mana*emen" is a me!#anism se& ()

ins"i""ions an& or*ania"ions "o assa) an& learn +rom "#e !on&i"ions o+ "#eir en'ironmen" an& in

rela"ion "o "#is, "o main"ain a s"ra"e*i! &ire!"ion an& !rea"e s"ra"e*ies in a!!or&an!e %i"# "#a"

&ire!"ion an& imlemen" "#ese s"ra"e*ies s!!ess+ll) in or&er "o sa"is+) i"s !onsmers as %ell

as i"s o%ners. I" in'ol'es !ommni!a"ion, ar"i!ia"ion an& "eam%or/. I (elie'e "#a" an)

ins"i""ion la)in* i"s +on&a"ion %i"# "#e !on!e" o+ s"ra"e*i! mana*emen" reall) a!#ie'e i"s *oals

an& o(e!"i'es an& also o" (ea"s i"s !on"erar"s.

;"ra"e*i! mana*emen" &oes no" en& %i"# "#e ri'a"e ins"i""ions i" *a'e more #el an&

ai& in "#e (li! mana*emen" s)s"em. ;"ra"e*i! mana*emen" !an ro'i&e inno'a"ions an&

mo&i+i!a"ions. ?or ins"an!e, "#e "e!#nies o+ mana*emen" inno'a"ion s!# as s"ra"e*i!

lannin*, reen*ineerin*, ali") mana*emen", (en!#mar/in*, "eam mana*emen", an&

le'era*in* "#e ri'a"e se!"or D. $#ese "e!#nies #a'e i"s a&'an"a*es an& &isa&'an"a*es, i" is

"o "#e (li! mana*emen" s)s"em "o a(sor( "#e (es" ea!# !an o++er. Inno'a"ions in "#e (li!

mana*emen" s)s"em !an (e o("aine& i+ "#ere are eno*# resor!es an& "#e mana*ers3#ea&s

%ill (e a!!on"a(le an& !losel) moni"or "#eir o++i!es. Inno'a"ion &oes no" en"ail i!/ resl"s, i"

%ill "a/e "ime.

;"ra"e*i! mana*emen" is rele'an" "o (li! mana*emen" s)s"em (e!ase i" &oes an&

%ill in+len!e "#e s)s"em er se. ?ine+ormla"e& s"ra"e*ies %ill (rin* (ene+i"s an& *ro%"# in "#e

s)s"em. I" also ser'es as an an"i!ia"or) mo&e +or "#e s)s"em so "#e #ea&s %ill (e a(le "o

+oresee "#e "#rea"s "#a" "#e) !an en!on"er in "#e +"re an& !an ease an& re'en" "#em +rom

o!!rrin*, "#s s!!ess %ill (e s" aron& "#e !orner. $#ere %ill (e an es"a(lis#e& *oal an&

&ire!"ion +or "#e s)s"em. ;"ra"e*i! mana*emen" a&&s eminen!e an& re"a"ion "o "#e (li!

mana*emen" s)s"em (e!ase i" is *oal&ire!"e& an& !onsis"en". I" allo%s &i'erse an& man)

min&s "o !ooera"e an& %or/ as one. An& las"l), s"ra"e*i! mana*emen" is o+ a roa!"i'e an&

en"#sias"i! aroa!# %#i!# sees e'er) oor"ni") in "#e mar/e" an& *rass i" imme&ia"el).

;o!ial Mar/e"in*

#en I er!ei'e "#is !on!e", I imme&ia"el) asso!ia"e i" %i"# a o"a"ion on!e sai& ()

;"a"e 9eal"# @ire!"or in or"# Carolina Lea# @el'in, !ith social mar"eting# you can have some

truly improve$ outcomes% &ecause it is evi$ence-base$- base$ on 'hat 'or"s-you have more

effective use of resources(% I &o a*ree %i"# %#a" s#e sai& sin!e in so!ial mar/e"in*, "#ere are

emiri!al &a"a an& +rom "#ese &a"a )o !an (e a(le "o *enera"e in+orma"ion an& /no%le&*e an&

)o %ill "es" "#ese &a"a an& i+ i" is a s!!ess, )o %ill !on"ine on en#an!in* i" an& i+ i" is a

+ailre, )o %ill loo/ +or %#a" ma) #a'e !ase& +or i"s +ailre an& "r) i" on!e a*ain, "#a" is #o%

3 Co#en, ;., imi!/e, ., 9ei//ila, $. 2008. C#a"er 6: Un&ers"an&in* an& Al)in* Inno'a"ion ;"ra"e*ies in "#e

P(li! ;e!"or. The )ffective Public Manager: Achieving Success in a Changing Government 4"# e&.. ;an ?ran!is!o:Fosse)Bass. . 164165.



so!ial mar/e"in* %or/s. I (elie'e "#a" so!ial mar/e"in* emana"es +rom so!ial !#an*e. ;o!ial

!#an*e is ine'i"a(le an& a mess) !on!e", an& sall) i" o!!rs %#en in&i'i&als s"ar" !#an*in*

inna"e a""i"&es e-"rinsi! s"r!"res an& !rea"e "#e (e#a'ior nnee&e& an& nreire&. ;o!ial

mar/e"in* %as +irs" in"ro&!e& in 171 () P#ili Ho"ler an& Geral& Zal"man "o &es!ri(e "#e se

o+ mar/e"in* rin!iles an& "e!#nies "o a&'an!e a so!ial !ase, i&ea an& (e#a'ior an& sin!e

"#en i" in'ol'es "#e &esi*n, imlemen"a"ion, an& !on"rol o+ ro*rams aime& a" in!reasin* "#ea!!e"a(ili") o+ a so!ial i&ea an& i" alies !on!e"s o+ mar/e" se*men"a"ion, !onsmer

resear!#, ro&!e !on!e" &e'elomen" an& "es"in* an& e-!#an*e "#eor) "o ma-imie "#e

"ar*e" a&o"ers< resonse 4. In rela"ion "o "#is, so!ial mar/e"in* a""em"s "o in+len!e "#e so!ial

(e#a'iors o+ "#e "ar*e" a&ien!e o+ "#e mar/e"ers, (" no" "o *i'e a&'an"a*e "o "#e "ar*e"

a&ien!e. ;o!ial mar/e"in* em#asies "#a" i" is ne!essar) "o ro'i&e %#a" "#e eole nee&s

an& %an"s ins"ea& o+ ersa&in* an& +or!in* eole "o () %#a" "#e ins"i""ions o++er. I "#in/ "#a"

in so!ial mar/e"in* "#ere are "#ree 'i"al elemen"s namel) "#e a&ien!e %#i!# ms" (e "#e +o!al

oin" o+ e'er) &e!ision an ins"i""ion ma/e, "#e a!"ion %#i!# is "#e me"#o& o+ ma/in* a %a/e

!all "o "#e a&ien!e an& "#e e-!#an*e, sin!e in so!ial mar/e"in* )o s"ar" "o o++er an al"erna"i'e,

"#is al"erna"i'e or !#an*e ms" (e a*reea(le an& emana"in*. $#ere are s"es in "#e so!ial

mar/e"in* ro!ess %#i!# in!l&es: anal)sis o+ "#e so!ial mar/e"in* en'ironmen", resear!# an&

s"&) an& sele!"ion o+ "#e "ar*e" a&ien!e, &esi*n o+ so!ial mar/e"in* s"ra"e*ies, lan a(o"

so!ial mar/e"in* ro*rams an& or*ania"ion, imlemen"a"ion, !on"rol an& e'ala"ion o+ "#e

so!ial mar/e"in* e++or" 4. ?rom all "#ese !on!e"s, I "#in/ "#a" so!ial mar/e"in* is no" onl) a(o"

mere a&'er"isin*, slo*an or messa*in* me"#o&, !amai*n an& &one "#ro*# a +as" %a) ra"#er

so!ial mar/e"in* is a /in& o+ s"ra"e*) "#a" %ill !#an*e an& al"er "#e "ra&i"ional so!ial an&

(e#a'ior ase!" in "#e so!ie"), ses s"ra"e*i! lans an& ro*rams, e++e!"i'e se o+ resor!es

an& "#e "ar*e" a&ien!e is %ell /no%n an& %ell resear!#e& sin!e !#an*e is no" some"#in* "#a"

all eole a!!e"s oenl), so!ial mar/e"in* ms" (e *i'en "o "#ose eole %#o are rea&) +or

!#an*e an& reason "o +os"er !#an*e as %ell. ?rom all "#ese "#in*s, I !onsi&er s"ra"e*i!

mana*emen" as an ali!a"ion o+ "#e mar/e"in* !on!e"s an& me"#o&s "o allo% (e#a'ior!#an*e an& a !omre#ensi'e "ool "o /no% %#o eole are, "#eir &esires an& %an"s an& also i"

!an (e a le'era*e "o &eli'er an& ro&!e *oo&s an& ser'i!es "#a" are a+"er "#e %el+are o+ "#e

eole an& i" !an (e se& "o resol'e so!ial isses an& "ro(les.

;o!ial mar/e"in* !an (e e-er!ise& in (li! mana*emen" s)s"em. ne role o+ "#e (li!

mana*emen" s)s"em is "o loo/ an& ro'i&e %el+are an& oor"ni"ies "o i"s eole. $#ro*#

so!ial mar/e"in*, eole in (li! mar/e"in* s)s"em %ill (e a(le "o !on&!" an& imlemen"

oli!ies an& ro*rams ri*#" a%a). ?or ins"an!e, "#e (li! se!"or %an"s "o ease "#e ola"ion

in "#e !on"r) "#e se!"or %ill !on&!" a s"&) on #o% (i* "#e ola"ion is in e'er) re*ion o+ "#e

!on"r) an& "#en !a"e*orie %#a" re*ion #as "#e #i*#es" ola"ion an& "#en &e"ermine "#e

so!ial !lass +rom %#ere "#e #i*#es" ola!e (elon* an& a+"er %#i!#, "#e) %ill (e*in "o "#in/ o+me"#o&s on #o% ola"ion !an (e &e!rease& in a %a) "#a" "#ere %ill (e no !on+li!"s arisin* in

"#e so!ie") an& "#en !amai*nin* "#em "o "#e (li! an& "#e a&ien!e ms" (e mo"i'a"e& +rom

"#e roosal ma&e () "#e se!"or. "#er e-amles +or so!ial mar/e"in* !an (e a(o" !i*are""e

4 Ho"ler, P., Ro(er"o, . L., Ro(er"o, . 18. C#a"er 2: $#e ;o!ial Mar/e"in* Aroa!# "o ;o!ial C#an*e.

Social Mar"eting: Strategies for Changing Public &ehavior . e% Eor/: $#e ?ree Press. . 24, D.



smo/in*, &ri'in* e"#i!s an& "#e li/e. I" %ill "a/e "ime an& ri*#" s"ra"e*ies +or "#e se!"or "o srea&

(e#a'ior an& so!ial !#an*e in "#e !on"r).

;o!ial mar/e"in* is rele'an" in (li! mana*emen" s)s"em (e!ase i" ser'es as "#e

me&im o+ "ransaren!) "o "#e eole. I" allo%s "#e eole "o (e a!ain"e& an& a%are o+ "#e

!rren" #ase an& s"a"s o+ "#e so!ie"). I" remo'es (arriers an& o(s"a!les "#a" #in&er so!ial an&

(e#a'ior !#an*e. I" (ene+i"s "#e "ar*e" a&ien!e (e!ase "#e) %ill (e "#in/in* "#a" "#e

al"erna"i'e "#a" )o o++er "o "#em is %#a" is (es" +or "#em. I" en!omasses lon*"erm s"ra"e*i!

me"#o&s. I" also allo%s *ro%"# in "#e (li! mana*emen" s)s"em. I" ma/es "#e eole !loser "o

"#e (li! mana*emen" s)s"em (e!ase e'er)"#in* is online no% e'er)"#in* is s" one !li!/

a%a). ;o!ial mar/e"in* #as &e'eloe& in "#e sense "#a" no% i" !an !on"er an& resol'e isses

"#a" are no" onl) %i"# so!ial an& (e#a'ior !#an*es (" also e!onomi!al, reli*ios, *lo(al,

re*ional an& lo!al "ro(les. An& las"l), so!ial mar/e"in* allo%s "#e romo"ion o+ meri" *oo&s an&

s!rae o+ lo% ali") *oo&s, "#s ensrin* "#e %ell(ein* o+ "#e !on"r).

In+orma"ion an& Commni!a"ions $e!#nolo*) IC$

$#is !on!e" is !omose& o+ "#ree, I !ol& sa) in"er!onne!"e& an& in"erlin/e&:

in+orma"ion, !ommni!a"ions an& "e!#nolo*). I !on!ei'e "#a" in+orma"ion an& !ommni!a"ions

"e!#nolo*) #as no !lear!" &e+ini"ion sin!e I "#in/ "#e means an& ro!e&res asso!ia"e& %i"#

"#is !on!e" ersis" "o e'ol'e. An& "#is e'ol"ion sall) o!!rs on a &ail) (asis so "#is means i"

#aens i!/l) an& rai&l). @esi"e "#a" "#ere is no %i&el)a!!e"e& &e+ini"ion +or in+orma"ion

an& !ommni!a"ions "e!#nolo*) I li/e "o *i'e m) o%n n&ers"an&in* on "#is !on!e".

In+orma"ion an& !ommni!a"ions "e!#nolo*) is !omrise& o+ an) *oo&s or ser'i!es "#a" are

!aa(le o+ !olle!"in*, an& ""in* asi&e, re!o'erin*, manila"in*, sen&in* an& re!ei'in* &a"a

an& in+orma"ion "#a" is in &i*i"al an& ele!"roni! +orm. $)es o+ IC$ "#a" I /no% are "#e

srea&s#ee"s, &a"a(ases, %or& ro!essin*, resen"a"ion, (lis#in*, a!!on"in* as %ell as

*ra#i!s so+"%are an& also !s"omer rela"ions mana*emen". In IC$, in+orma"ion is (ein*!ommni!a"e& "#ro*# &i*i"al an& ele!"roni! means %#i!# means &a"a an& in+orma"ion are

"ransmi""e& an& a!ire& "#ro*# "#e #el o+ ne"%or/s an& sa"elli"es. A(sol"el), in "#is /in& o+

se""in* "e!#nolo*ies se& are in"ri!a"e an& !omle- an& i" %ill (e ar&os "o n&ers"an& i+ )o

are no" "a/in* an I$rela"e& !orse (" an or&inar) erson s#ol& /no% a(o" "#e in"erne" or

%e( in or&er "o a!!ess IC$ sin!e IC$ is all a(o" %e( an& in"erne" !on!e"s. In+orma"ion

!ommni!a"ions "e!#nolo*) #as ro'i&e& "#e #man ra!e (roa& (n&les o+ !ommni!a"ion

!#oi!es an& !aa(ili"ies s!# as email, ins"an"messa*in*, !on+eren!e, an& no%, "#ro*#

so!ial ne"%or/in* si"es. $#e IC$ #as !rea"e& a *lo(al 'illa*e %#erein eole +rom "#e &i++eren"

ar"s o+ "#e %orl& are a(le "o !ommni!a"e an& /ee in !on"a!" %i"# ea!# o"#er i" is as i+ eole

are onl) nei*#(ors an& +e% s"es aar". I" is amain* on #o% "#e IC$ %as a(le "o (in& an& ni"e

eole an& allo%e& !ommni!a"ion on a re*lar (asis.

In "#e P#iliines, %e #a'e "#is Commission on In+orma"ion an& Commni!a"ions

$e!#nolo*) sin!e Fanar) 12, 2004 %#i!# main rose is "o (e a!"i'e in s"reamlinin*,

mana*in*, !oor&ina"in* an& imlemen"in* na"ional IC$ ro*rams, oli!ies, roe!"s an& o"#er

ini"ia"i'es o+ "#e *o'ernmen" 5. IC$ is "#e (es" me!#anism an) *o'ernmen" !ol& se "o

5 2006. In *ffice of the Presi$ent of the Philippines Commission on Information an$ Communications Technology .

Re"rie'e& o'em(er 22, 2011, +rom #"":33%%%.!i!".*o'.#3!on"en"3'ie%3453823in&e-.#"ml



!ommni!a"e easil) "o "#e eole. Heein* "#e (li! in+orme& is one o+ "#e &"ies o+ (li!

o++i!ials in a &emo!ra!) 6. I (elie'e "#a" an) (li! mana*emen" s)s"em is o(li*e& "o &a"e i"s

!i"iens e'en no" in &emo!ra"i! s"a"es %i"# %#a" "#e !rren" oli!ies an& ro*rams #el& in "#e

!on"r). Proer !ommni!a"ion an& m"al &ialo*e is an) ne!essar) +or an) ins"i""ion "o (e

in+orme& an& "#is is a means o+ "ransaren!). $#ere are man) %a)s in %#i!# as (li!

mana*emen" s)s"em !an !ommni!a"e %i"# "#e (li! li/e "#ro*# reor"in* "ele'ision orra&io, +orms3 sr'e)s3 /e) in+orman" in"er'ie%s an& annon!emen"s so!ial ne"%or/in*,

!amai*n os"ers, "ele'ision3ra&io annon!emen"s. ne o+ "#e mos" !on'enien" "ools is "#e

in"erne" or "#e %e( %#i!# roml*a"e& "#e e-government 3 e-governance. Gi'en "#e +a!" "#a"

"o&a) eole (e!ome more &een&en" on "#e se o+ "#e ne" so ma/in* "#e *o'ernmen"

a!!essi(le online, "#e) !an easil) in+orm "#e eole (" i" s#ol& no" elimina"e "#e ossi(ili") o+

#a'in* ersonal in"er'ie%s (e!ase no" all "#in*s os"e& are *enine an& (ona+i&e, eole

s#ol& s"ill s!r"inie "#in*s "#e) !an see in "#e ne". $#e (li! mana*emen" s)s"em mos"l)

!ooera"e %i"# "#e mass me&ia i+ "#e) %an" "o ma/e "#eir ins"i""ion rominen" an& /no%n sin!e

"#e mass me&ia is "#e mos" a!"i'e a*en" in "#a" sense. I" is no" eas) "o #a'e a &eal %i"# "#e

me&ia sin!e "#e me&ia i"sel+ !an (e !onsi&ere& an in"eres" *ro an& %ill onl) release ma"erials

%#i!# "#e) !an earn ro+i". $#e mass me&ia !an ei"#er () "#e (il&er an& &es"ro)er o+ "#e (li!

mana*emen" s)s"em.

IC$ is rele'an" in "#e (li! mana*emen" s)s"em. IC$ #as "#e a(ili") "o allo%

ar"i!ia"ion an& en*a*emen" o+ "#e !i"iens in "#e (li! mana*emen" s)s"em. I" ma/es "#e

i&eas !on!e"s an& in+orma"ion are rea&) +or se, a!!essi(le an& easil) &issemina"e& "o "#e

eole. As "ime *oes (), IC$ &o la) a *rea" role in "#e li'es o+ "#e eole as "#e *o'ernmen" is

ro'i&in* ni'ersal a!!ess. All in all, IC$ is an aara"s +or !i"ien ar"i!ia"ion an& so!ial

mo(ilia"ion sin!e ser'i!es3 *oo&s3 ro&!"s3 in+orma"ion are !ommni!a"e& "#ro*# ele!"roni!

means. Un&o("e&l), IC$ is a o%er+l an& an e++e!"i'e "ool sin!e i" !an +in&, anal)e, en#an!e

i&eas an& in+orma"ion as %ell as "o a&&ress !on+li!"s aroria"el).

;"ra"e*i! mana*emen", so!ial mar/e"in* an& in+orma"ion an& !ommni!a"ions

"e!#nolo*) &o e-e&i"e "#e &e'elomen" an& imro'emen" o+ "#e (li! mana*emen" s)s"em.

$#ese "#ree !on!e"s a&&ress an& &is!orse "#e ro(lems an& !on+li!"s in "#e (li!

mana*emen" s)s"em, an& in re"rn, sin!e "#ese "#ree !on!e"s %#en se& an& in"e*ra"e& all

"o*e"#er, "#e (li! mana*emen" s)s"em %ill (e a(le "o an"i!ia"e %#a" ma) #aen i" "#e +"re

%#e"#er *oo& or (a& an& ma) reare +or "#is, also "#ese !on!e"s #el (li! mana*emen"

s)s"em "o !on!a"ena"e an& moni"or "#e e'en"s in "#e (li! mana*emen" s)s"em. $#e

in!reasin* rele'an!e o+ "#ese !on!e"s mi*#" (e (e!ase o+ "#e a&'an!emen"s #aenin* in

"#e so!ie"), %#i!# is o+ !orse ms" (e o+ osi"i'e !#an!e (e!ase as "#ese !on!e"s (e!ome

more an& more rele'an" an& imor"an" in (li! mana*emen" s)s"em, "#is %ill resl" in "#e(li! mana*emen" s)s"em "#a" is more e++e!"i'e, e++i!ien" an& resonsi'e. $#ere is a &ire!",

m"al an& in"ima"e rela"ions#i amon* s"ra"e*i! mana*emen", so!ial mar/e"in* an&

in+orma"ion an& !ommni!a"ions "e!#nolo*). $#ese "#ree ms" %or/ #an&in#an& "o ensre "#e

6 Co#en, ;., imi!/e, ., 9ei//ila, $. 2008. C#a"er 11: Commni!a"in* %i"# "#e P(li!, "#e Me&ia, an&

;"a/e#ol&ers. The )ffective Public Manager: Achieving Success in a Changing Government 4"# e&.. ;an ?ran!is!o:Fosse)Bass. . 287.



roer +n!"ionin* o+ "#e (li! mana*emen" s)s"em. $#e (li! mana*emen" s)s"em

ere"a"es an& %ill !on"ine "o ere"a"e i+ "#e !on!e" o+ s"ra"e*i! mana*emen", so!ial

mar/e"in* an& in+orma"ion an& !ommni!a"ions "e!#nolo*) are in!orora"e&, in"e*ra"e& an&

emlo)e& aroria"el). I" is no" eno*# "o /no% "#ese !on!e"s i" ms" (e " in"o !on*ros,

+easi(le an& ra!"i!al "ilia"ion. All in all, in "#e a*e o+ /no%le&*e an& in+orma"ion, I "#in/ "#a"

"#ese !on!e"s are ne!essar) in (li! mana*emen" s)s"em as %ell as in (li! a&minis"ra"ion(" I %an" "o roose "#a" eole ms" also ma/e an& !rea"e an a*e or !ommni") o+ learnin*,

ins"ea& o+ all /no%le&*e an& in+orma"ion. Peole s#ol& "#ri'e an& en*ross +ll in an

en'ironmen" %i"# lo"s o+ e-erien!es +or learnin* "o emana"e. I" is a reali") "#a" e-erien!es

in+len!e learnin*, "#a" is %#) e'er) !on!e" in e'er) +iel& is (e!omin* more e-"ensi'e an&

er'asi'e.

Re+eren!es:

Co#en, ;., imi!/e, ., 9ei//ila, $. 2008. C#a"er 6: Un&ers"an&in* an& Al)in*Inno'a"ion ;"ra"e*ies in "#e P(li! ;e!"or. The )ffective Public Manager: Achieving Success ina Changing Government 4"# e&.. ;an ?ran!is!o: Fosse)Bass.

Co#en, ;., imi!/e, ., 9ei//ila, $. 2008. C#a"er 10: ;#ain* r*ania"ional Goals an&;"ra"e*ies. The )ffective Public Manager: Achieving Success in a Changing Government 4"#

e&.. ;an ?ran!is!o: Fosse)Bass.

Co#en, ;., imi!/e, ., 9ei//ila, $. 2008. C#a"er 11: Commni!a"in* %i"# "#e P(li!, "#eMe&ia, an& ;"a/e#ol&ers. The )ffective Public Manager: Achieving Success in a Changing

Government 4"# e&.. ;an ?ran!is!o: Fosse)Bass.

@o#er"), $.L. 9orne, $. 2002. C#a"er D: Mana*in* ;"ra"e*) an& C#an*e in P(li! ;er'i!es.Managing Public Services- Implementing Changes: A Thoughtful Approach to the Practice ofManagement . e% Eor/ an& Lon&on: Ro"le&*e.

@o#er"), $.L. 9orne, $. 2002. C#a"er 12: Mana*in* In+orma"ion an& Commni!a"ions inP(li! ;er'i!es. Managing Public Services- Implementing Changes: A Thoughtful Approach tothe Practice of Management . e% Eor/ an& Lon&on: Ro"le&*e.

Ho"ler, P., Ro(er"o, . L., Ro(er"o, . 18. C#a"er 2: $#e ;o!ial Mar/e"in* Aroa!# "o;o!ial C#an*e. Social Mar"eting: Strategies for Changing Public &ehavior . e% Eor/: $#e ?ree

Press.2006. In *ffice of the Presi$ent of the Philippines Commission on Information an$Communications Technology . Re"rie'e& o'em(er 22, 2011, +rom#"":33%%%.!i!".*o'.#3!on"en"3'ie%3453823in&e-.#"ml

Tools and Instruments used in Public Administration

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