How to improve communication and the image of Social Services
Change the way we explain ourselves to give value to what we do.
Training programs in the field of Social Services.
“When we change the way we communicate, we change society”. Clay Shirky
With the aim of transforming Social Services so that it ceases to be the system that attends to the failures of other public systems and it’s built as the system that provides care throughout our life cycle, the Public Administrations are facing the difficulty that most of the citizenry does not feel challenged by the Social Services System, because they generally associate it with people who are in a serious situation of poverty and exclusion. And because no one wants to be part of the most excluded layer of society, most citizens are not interested in or considered potential users.
In the imagination of the citizens, Social Services are not conceived as a core system of the welfare state, which attends to the entire population throughout its life, and which acts as a preventive element in the face of material social needs, relational or linked to personal autonomy, and accompanies people to develop their life project. And there is no awareness of what the system does or how to use it, so it is not missing or required when it fails or is not there.
Although public and private budgets dedicated to Social Services have not stopped growing in recent years, this investment effort is often not perceived or valued by the territory (economic agents, citizens, associations …), the strengths of their performances are little known and even perpetuate old stereotypes and visions that have little to do with what Social Services are today.
We must therefore ask ourselves how far citizens know all that Social Services can offer them, and how far the responsibility of the managers of these services goes in this possible ignorance. And at the same time to what extent can not only this ignorance be corrected, but also the distorted and even negative images of Social Services that sometimes circulate among the population.
Other sectors of our society have managed to reverse similar situations. Innovation in Social Services is also about changing the way we explain and communicate, to give value to what we do from Social Services; to make visible its potential as an agent that contributes in a decisive way to social cohesion and to the quality of life of people.
- Strengthen the reputation and brand of Social Services in the territory
- Get to know the environment and the various audiences of local Social Services to implement more productive communication
- Acquire effective and practical communication skills for the objectives pursued
- Learn to structure the message in relation to Social Services with optimal use of data and strengths of the organization and services.
Political and technical positions of City Councils that consider that the general population does not have clear functions and benefits provided by the Social Services of the local body, and that must deal with misinformation, stigmas and the stereotypes of the citizens, and very especially of the same beneficiaries of the Social Services.
Format and duration
Online, via the Zoom platform. The course consists of 15 hours divided into 7 workshops with communication professionals where materials, tools, references, examples and experiences of the participants are shared. The sessions have a practical approach, to give tools, resolve doubts and point out how to start a noticeable improvement in communication and the local image of Social Services.
- Communicative context of Social Services
- Communication and public channels in Social Services
- How to make a Social Services Communication Plan
- How to manage the reputation of Social Services
- Diagnosis of channels: web and offline media
- Diagnosis of channels: social networks
- Indicators, measurement of results and closing of the course
Price and registration
The course is part of the training catalog of the Catalan Association of Municipalities (ACM). Registration is free for elected officials and technical staff of City Councils who register through this supra-municipal institution.
For other organizations (municipalities outside Catalonia, third sector NGO, etc.) the price of the course is € 2,590 and allows the participation of up to 12 people.
This training program can be complemented with an advisor service to design a communication plan for the municipal social services.
4 specialists in the field of communication, linked to the private sector and the university field, and with a long history of training and advice in local public administrations. Consult the names and CVs of the teachers in the course brochure, by clicking on the “More information” button.
Víctor Puig, consultant specializing in internet communication and online reputation. Degree in Information Sciences from the UAB and European Master in Interactive Communication, Telecommunications and Multimedia. Director of Zinkdo Digital. Professor of communication at UPF and author of the book “Social Media: 250 tips for designing your strategy on social media.”
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