РЕАЛІЗАЦІЯ СТРАТЕГІЧНИХ КОМУНІКАЦІЙ У ПУБЛІЧНОМУ УПРАВЛІННІ НА ЗАСАДАХ ПРОЕКТНОГО ПІДХОДУ

Abstract

The article describes peculiarities of the strategic communications implementation into the public system which is based on the project approach, expecially, the management of the portfolio of communication projects. It is determined that strategic communications achieve a change in the perception and behavior of the whole society or a part of it, it is involved the coordinated activities of the public administration in the humanitarian, information and media sphere. The complex is integrated with each other communication activities and actions require special forms of implementation: coordination between themselves and strategic goal; implementation at the national level, for the whole society: coordination at regional and local levels. The necessity of the use of project-based approach in the implementation of communication strategies, which is an effective strategic management technology development and contributes to proactive public administration. It is determined that the most appropriate way to coordinate the overall communication in the implementation of the national development strategy is project portfolio management as an effective management tool to achieve strategic goals. Prioritizing communication projects and their effective implementation will provide a number of advantages: the rational allocation of resources, ensuring that strategic plan projects according to their values and preferences. Technological implementation of portfolio management communication projects at the state level justified by the need to ensure constant and continuous process coordinated communication of public authorities and society at the strategic, operational and tactical levels. Combining individual communication, cultural, educational and scientific projects in the portfolio provides new quality management, to enhance the overall effect of projects and project portfolio themselves are one of the most effective mechanisms of strategic management. The organizational structure that standardizes management processes, facilitates sharing of resources, methodologies, tools and techniques have office management and communications programs and projects whose primary purpose: management implementation support communications projects and direct management of individual projects at the state level. It is proposed to establish an official management of communication projects in Ukraine, which rejected the highest minimum effectiveness in the field of communication strategy and opened the possibility to deny public authority in the strategic communications. The authority of the office is to coordinate communication activities both in the government and with other governments and with the public and foreign nationals (in the public diplomacy).