НАПРЯМИ ВДОСКОНАЛЕННЯ КОМУНІКАТИВНОГО ЗАБЕЗПЕЧЕННЯ ДЕРЖАВНОГО РЕГУЛЮВАННЯ ФОРМУВАННЯ ЛЮДСЬКОГО КАПІТАЛУ В УКРАЇНІ

Abstract

It was investigated in the article the peculiarities and essence of communicative provision of state regulation of human capital formation in Ukraine. It is noted that the establishment of effective interaction of different levels of government bodies with the public depends on qualitative changes in the model of public administration in Ukraine. The models of public administration (Old Public Management; New Public Management; Good Governance) are analyzed. Recommendations were given on the application of the principles of new public management and good governance to improve the mechanism of interaction between the subjects and objects of state regulation of human capital formation in Ukraine. Designed by mechanism of management of communications between the government, business and society in the context of the implementation of state policy on the formation and development of human capital, the functioning of which provides not only informing the population, but also establishing partnerships or effective feedback, conducting appropriate publicity work, establishing public control on the activity of state and local self-government bodies. It was carried out within the framework of the proposed mechanism for transfer the accents of attention of public administration attention from the operational tasks of using separate elements of marketing to the strategic tasks of forming stable groups of loyal stakeholders through the implementation of a system and tools for marketing partnerships. Disclosed of the role of fixed assets of integrated marketing communications (public relations, direct marketing, public advertising) in achieving the strategic goals of the state regulation of human capital formation. It was emphasized, that addressing the complex problem of human capital formation requires the involvement of all stakeholders in a particular field (health, education and science, culture, environmental security, public services, etc.), therefore, the main scientific task is to develop organizational and legal measures to implement the principles of governance in the practice of government structures in three main areas: the development of public-private partnerships, the development of public service delivery system and the creation of favorable conditions for effective interaction of different levels of public power (central, regional, local).