Public Perception Managment in Civil Services Governance

Civil Services and Governance is the backbone of any Country. Its very dynamic and all-encompassing areas which needs to be more humanistic rather than weberian.

In the current era when the talks of democratic ethos and Good Governance are going on the Role of attitude and Social Persuasion cannot be neglected as the administration is considered to be agent of Social Change and economic transformation

In this context the Perception and Attitude of People and the Bureaucrats holds prominent place which needs to be managed and planned. The Public Perception Management can be dealt amongst three categories that is

1.       -People's perception towards Administration

2.       -Administration's attitude towards people.

3.       -Reconciling of Public and Administration

 People's perception towards Administration

If we talk of People's perception then in a State which has come into existence after a Social Contract where both the Government and People have reciprocative role to play, the perception and ethos part holds important place. People will respect to administration when it responds to the aspirations of people. When the Vast Majority of people is still illiterate and already have a lot on their plate ; to urge public to participate actively in the process of development is a challenge.

The unfortunate truth is that the citizens hold the bureaucracy in low esteem and lacks mutual understanding and the following terms have become very common which are- redtapism, lack of communication, evasion of responsibility, indifferent attitude.

The public feel that bureaucrats are too much rule minded and totally devoid of any human considerations and right contacts and political pulls are required

Administration's Attitude towards people

The Indian bureaucracy which comes from a middle class , while in service they deal with rural masses who are illiterate and poor thus a wide cultural gap. The administration finds the masses disinterested in development process, unaware of their rights, pessimistic of bureaucratic assistance, non-cooperating. Even sometimes bureaucracy complaints of political pressure by the people which hamper honest and working.

Reconciliation and the way forward

In the light of this divergent view hold by both party what needs to be done? Can the relationship improve. Yes, through a multipronged approach; Developing linkages between Citizen and administration (Mohalla Sabha),Creating an agency of Public Relations and Perception Management(involve people),  direct participation and voluntary governance, fieldvisits, tours and night halt by the bureaucrats in rural areas.

The attitude and perception of people towards governance and bureaucracy needs to be changed which will only come if such kind of ecosystem can be developed where citizen and bureaucracy can work in tandem. People have to feel as a part of bigger wheel of governance and ask for their rights, make themselves aware, convey their problem on social Platform. A proper methodology and institution can be developed to develop a way so as to decide how to finalise such reforms.

By doing all these this grim scenario can be changed. We have to move from Good Governance to ethical Governance and proactive participation of people. Such linkages and Policy Planning needs to be developed. When Swatch Bharat Campaign can be built up to such a level by wide campaigning and populism then the Public Perception Management can also be pursued as a Mission mode to strike the right chords and help Governance Improve.