It’s easy to see governments as nameless, faceless monoliths, something impersonal or, even worse, untrustworthy. Much of that is because government culture remains steeped in traditional ideas about public relations and outreach work, notions that have become archaic in an Internet-enabled, hyper-connected world. Just as private companies are learning to embrace social media to manage brand reputations, governments must adapt if they wish to effectively communicate with their “customers” — a.k.a. their citizens and stakeholders.

I propose that using authentic and transparent personalities as public outreach ambassadors can help transform “government for the people” to “government with the people.” This should also have an indirect positive effect on the government organizations — the brands — they represent.

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