Positioning
The unstoppable development of Information and Communication Technologies (ICT) has led to profound social changes which have not gone unnoticed by governments; they are fully conscious that they are faced with a challenge that forces them to update to keep the pace.
All these changes, added to citizens increasing idleness about aspects related to government, set up a favourable atmosphere for the beginning of a process by which the public authorities set out to radically change their relationship with people, evolving from a government-governed pattern more towards a model of service provider-seeker.
A new scenario thus arose, in which one concept is established as the key to the whole process. This is e-government, whose main characteristics are the massive appearance and incorporation of new technologies, an increased demand for quality and the structuring of new public services.
Communication
In the activity of Public Administration, communication is an essential constituting element: providing services to society. For this reason, it is even more necessary to work from a global perspective. The core is a general strategy shared by the organisation, together with the coherence of the sense transmitted from the Institution (corporate culture).
Once the need to achieve an approach to people is accepted, the Regional Government Finance Department has to accept the challenge to communicate fluently with all its users, regardless of their profile and the format their message comes in, always talking directly, in a language free of technical terms, in a sincere tone capable of making the user feel part of the process.