Public Sector Excellence™ Masterclass 2010
Social Marketing Guru Professor Gerard Hastings to give one-day Masterclass on Public
Sector Marketing at second annual Public Sector Excellence™ symposium.
The second annual Public Service Excellence™ symposium is to feature a one-day
Social Marketing Masterclass held by Professor Gerard Hastings, international best-selling
author of “Social Marketing: Why should the devil have all the best tunes?”, advisor
to the Scottish, UK and European Parliaments and recipient of the Order of the British
Empire (OBE).
Johannesburg, South Africa: Social marketing guru and international best-selling
author, Prof. Gerard Hastings, is to host a one-day Masterclass in social marketing
designed for public servants across local, provincial and national government and
SOE’s, advocacy groups and communication agencies responsible for strategy, marketing,
communication and media.
Hastings will focus on the modern marketing techniques used by governments, charities
and advocacy groups to change public behavior, using best practice lessons and techniques
from the private sector .
“Prof. Hastings’s perspectives begin to provide solutions to the many challenges
faced by governments and others in attempting to shape social behavior and enhance
service delivery,” says Thebe Ikalafeng, founder of the Public Sector Excellence™
initiative.
“He shows how we can borrow techniques the private sector uses to promote consumption,
encourage socially desirable behaviours and use research to enable regulators to
limit the excesses of business.”
The Masterclass, based on Professor Hastings’ book, “Social Marketing – Why Should
the Devil have all the fun?” and global research from his Institute for Social Marketing
(http://www.ism.stir.ac.uk) at Stirling
University in Scotland, will be highly accessible with clear learning objectives,
exercises and proven examples that stretch delegates’ understanding of the discipline
and raise questions about future directions.
The Public Sector Excellence™ Masterclass will be followed by the second annual
Public Sector Excellence™ Awards on 18 November 2010, which will be addressed
by the Hon. Minister of Monitoring, Performance and Evaluation, Collins Chabane,
as well as the launch of the second annual Public Sector Excellence™ Report
– Insights, Thought Leadership and Best Practices in Building Citizen-Orientated,
Brand-Driven Public Sector Institutions.
About Professor Gerard Hastings
Gerard holds a PhD in Social Marketing from the University
of Strathclyde. He is a Professor of Social Marketing at Stirling and Director of
the Institute for Social Marketing and the Cancer Research UK Centre for Tobacco
Control Research. Gerard's academic career began in 1980 at the University of Strathclyde
where he was appointed the first UK Professor of Social Marketing and where he founded
and directed the Centre for Social Marketing. In recent years Gerard has acted as
a Temporary Advisor to the World Health Organization on tobacco and alcohol marketing
as well as blinding trachoma, and a Special Advisor to the House of Commons Health
Select Committee during their enquiries into the tobacco and food industries. He
provides regular guidance on social and critical marketing to the Scottish, UK and
European Parliaments. He has also acted as an expert witness in litigation against
the tobacco industry.
Gerard is interested in critical and social marketing research. The work in the
former is currently focused on the marketing techniques of the tobacco, alcohol
and food industries, but he would also like to do more on pharmaceutical marketing
and the commercialisation/sexualisation of children by marketers. On a social marketing
front, he is very interested in real world and multifaceted interventions that attempt
to build brands and relationships with stakeholders and the public at large. Change4Life
is a good example and he hopes to get more involved in this in the near future.
He also has a growing interest in fair trade and international development, and
thinks marketing ideas - whether social or commercial - have a great deal to offer
here.
Gerard was awarded an OBE in the Queen's Birthday Honours List 2009 for his services
to healthcare.
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