Edward Elder 
Marketing Leadership in Government [PDF ebook] 
Communicating Responsiveness, Leadership and Credibility

This book explores how contemporary governing leaders can overcome the typical trend of losing a public support in power by following more effective communication strategies. It shows how new forms of communication that emphasise acknowledgement and respect for public criticisms and concerns can be used by governing leaders to show the public that they still have the leadership qualities they entered office with, despite the extra challenges that political office presents. The book outlines a new model, The Contemporary Governing Leaders’ Communication Model, through which leaders can communicate their positive personal and professional qualities in government. The book illustrates this model in use through the communication of United States President Barack Obama and New Zealand Prime Minister John Key during their first terms in political office.

Table of Content

Chapter 1. Resolving the Listening versus Leadership Dilemma.- Chapter 2. Responsiveness.- Chapter 3. Leadership.- Chapter 4. Credibility.- Chapter 5. Analysing and Advising Governing Leaders.

About the author

Edward Elder is a recent Ph D graduate from Politics and International Relations at the University of Auckland, New Zealand, whose research focuses on political marketing communication. He published a chapter in
Political Marketing in the United States (2014) and an article in the
Journal of Nonprofit & Public Sector Marketing.