Public communication and organisational performance in Morocco: systemic analysis of institutional practices

Abstract

Today, public communication has become a structural component of governance and performance for organisations. In the Moroccan context, which is highly digitised and undergoing profound administrative reforms, public communication has become a means of modernisation, transparency and institutional efficiency. This article aims to provide an empirical and systemic assessment of public communication within Moroccan administrations. Drawing on Anthony Giddens' structuration theory and Mucchielli and Morin's systemic approach, the study describes the mechanisms, internal interactions and information flows that constitute communication mechanisms and their impact on the performance of public organisations. A mixed survey of 325 civil servants and 12 senior managers describes the role of communication and its internal strengths and tensions as a driving force for institutional transformation. In its relationship with digital technology and its expectations as a system, public communication in Morocco has elements of self-organisation and, consequently, innovation, coordination and consistency at the organisational level.

Keywords: public communication, system, governance, structuration theory, systemic approach, Moroccan administration, institutional innovation.

Received Date: July 19, 2025                       

Accepted Date: August 11, 2025                     

Published Date: August 30, 2025   

Available Online at https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/478