Public services, local authorities and other public sector institutions could benefit from the same training used in sales jobs. This month the Local Government Chronicle hosted its Public Sector Brand Management Conference in London. The conference aims to show managers in the public sector how the same brand management techniques used to increase sales by private business can be used by local government and national services. The event was endorsed by one of the country's leading organisations for marketing and sales professionals, The Chartered Institute of Marketing (CIM). In fact, the CIM's director of research and professional development, David Thorp, was the designated chair for the day of lectures, workshops and Q&A sessions. David Thorp, speaking ahead of the event, said that the public sector should make increasing use of the lessons of sales training. "Brand management is now an essential skill for the public sector marketer" said Thorp, "and no longer just the prerogative of the commercial world. Brand management clearly has a role to make in re-enforcing the image and reputation of the public sector within the local communities." The conference's aim was to examine how effective branding can support and promote corporate identity within the public sector. Its sessions were intended to illustrate how a campaign can be implemented and training offered to help partners and staff work effectively in maintaining this identity. "The chartered institute of marketing firmly believes that well informed and well trained professional marketers have a positive contribution to make in the public sector" said David Thorp.
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