INTERNAL COMMUNICATION STRATEGY IN A MOROCCAN PUBLIC INSTITUTION CASE STUDY: NATIONAL SCHOOL OF APPLIED SCIENCES IN AGADIR (ENSA)
Public sector in Morocco has gone through many reforms in order to improve its internal management by creating relationships based on trust, transparency and accountability of its staff. Within this context, higher education institutions have an opportunity to move from traditional public management to a new public management system that promotes the exchange and sharing of information internally thanks to the adjustments dictated by law 01.00 (National education council,2019). On the same basis, internal communication has become a central point of management and plays a major role in the functioning of an organization. Its objective is to promote the flow of information downwards as well as lateral communication to motivate staff, to boost their skills and to foster a spirit of cooperation in order to improve the functioning of the organization. In this perspective, our study is carried out in a public institution in order to highlight the contributions of internal communication in the quality of services provided to users taking the National School of Applied Sciences of Agadir as our field of investigation.
Keywords: Public Administration, Higher Education, İnternal Communication, Plan.