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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.

Gerard Hastings 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 ( 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

Social MarketingGerard 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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