Communication efficiency and effectiveness within strategic management of change: Insights into civil service organizations

Abstract

In spite of relatively well-established literature on efficiency and effectiveness (Mouzas, 2006; Guisso et al, 2003; Saruliene˙ and Vilkas, 2011; Ribeiro-Soriano, 2017; and etc.) and on communication efficiency and effectiveness (Hovland, 2005; Macnamara, 2016; Ferguson et al, 2016; and etc.), the scarcity of literature with concrete recommendations related to communication in civil service organizations during the time of change makes this topic relevant and value-adding to economies that undergo major reforms and transformation. Civil service systems (including communication models) differ from one category of countries to another. While innovation-driven economies, such as the UK, the USA, Australia, Canada, are clear leaders in terms of communication efficiency in civil service organizations (actively applying modern technologies and Government to Citizen model), efficiency-driven economies, such as Lithuania, Croatia, Georgia and Malta, are still focusing on development of efficient communication systems (via modern technologies, innovation processes, and stronger co-operation with stakeholders). This topic becomes even more relevant in status and hierarchydriven organizations. The research question is how to enhance communication efficiency within civil service organizations of tall hierarchy and create bigger value-added to society during the time of change. The publication is relevant to Lithuania and other CEEC countries, due to fast transformation of their economies. Moreover, the role of emerging new technologies should be acknowledged, as communication becomes more transformational, interactive and co-operation-driven. Efficiency-driven economies are experiencing continuous improvement of management processes; thus, they need to address many communication-related challenges, such as: how to engage society and build community, how to reach synergy effect among stakeholders, or how to apply modern technologies and interactive communication tools when social trust is insufficient. The present research is based on combination of scientific literature analysis and semi-structured expert interviews with 20 specialists of Lithuanian civil service organizations. The communication efficiency matrix in civil service organizations is developed, while summarizing research and scientific literature analysis results. The case of Lithuanian civil service organizations and the provided recommendations will serve as a useful tool among experts of policy-making, governmental programs or within strategy development and execution area in public administration organizations.