Joanne Sweeney has just published the second edition of her must-have book, Public Sector Marketing Pro. Here she gives us some insights into working in digital in the public sector and why she's so passionate about it.

Joanne has 22 years experience in communications and she's been a journalist, PR exact and is now a self-employed business owner. She's also the author of three books, an award-winning podcast, and is a speaker and creator of accredited online courses for government and public sector.

Why did you want to write your book?

It didn't exist, so I wanted to provide a trusted expert definitive guide to digital marketing and social media for government and public sector.

How do you go about writing a book like this? What is your creative process?

First I define audience need, then highlight my expertise, do the chapter outline. I usually write my favourite / inspired chapters first! I self publish under JS Press but have an editorial team to support me. I also recorded an audiobook for this book, which is my first time doing an audiobook.

If someone could only read one chapter of your book, which one would it be and why?

Chapter 1: Leadership in the Digital Age, it sets the scene and outlines the why of the book. In fact you can listen to it for free in Ep 75 of the Public Sector Marketing Show podcast.

What is it about communications, media or crisis comms that interests you so much?

I have a passion for public interest message that stems from my training and time working as a journalist. Public sector and government agencies have an obligation to communicate effectively online.

You really have a niche interest that you've made into a successful business. What is behind the drive to bring your skills and experience to the world?

I feel my expertise needs to be in the hands of those governing our states and countries, in order to stem misinformation and protect democracy.

What would you say is the biggest misconception about this field of expertise?

It's not important :(

One piece of advice for those wanting to start a career as a Public Information Officer or comms professional

Upskill in digital communications, this will give you the edge!

What are your favorite tools you use to do your job more effectively?

AgoraPulse, Monday, Slack, ActiveCampaign, Captivate.FM, Adobe Express

What would you say to anyone in a leadership role about having a PIO who might not have one?

Communications saves you in a crisis and mitigates against one getting worse. They also support your role and build trust and transparency among the public. I would ask, why don't you have one?

Are there any other books, podcasts, websites or any other resources you would recommend for the comms pro?

Public Sector Marketing Show podcast :)

What do you see as future challenges or developments that comms pros need to be aware of?

The fast-paced changes in this sector are hard to keep up with.

Is there anything else you would like to say, no matter how random or unrelated that may benefit our community of comms pros?

You have more power to influence the public than you think. Don't make decisions based on 1% of the public that are trolling/divisive without genuine reason. Be a digital champion changing the world one digital message at a time.

Buy the Public Sector Marketing Pro 2nd Edition on Amazon

Connect with Joanne on LinkedIn

Follow Joanne on Twitter

December 20, 2022
PIO People

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