How marketers can leverage the power of partnerships in public sector communications

Charlie Snow

This article considers how the long-term effects of public sector marketing can effectively be multiplied through the use of key partnerships with the stakeholders themselves, as they hold crucial knowledge of the subject matter, as well as through endorsement.

Marketing Public Services

This article is part of a series of articles on marketing public services. Read more.

In January, Paul Polman, Unilever's CEO, was featured on the BBC's CEO Secrets series. Talking about confronting big global issues such as food security, climate change and poverty alleviation, he drew on an African proverb: 'If you want to go fast, go alone. If you want to go far, go together.' Polman believes strongly that the most effective way of tackling these issues is in partnership with others.

I believe this proverb to be just as apposite to...

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