Стан та проблеми в реалізації комунікаційних стратегій органів публічного управлінні

The article defines the current state of implementation of communication strategies by public administration bodies in Ukraine and identifies systemic problems. An analysis of the positive aspects and shortcomings in the development and implementation of communication strategies in the field of public administration is provided, as well as the requirements and factors that have a more significant impact on the content of communication processes in public administration are determined. The favorable perception of the public sphere was influenced not only by the information space formed by the Ukrainian mass media and officials, but also by the informational messages of Russian propaganda. The author provides suggestions for improving the communication strategy in the public sphere. It was established that when developing communication strategies, public authorities should ensure the reduction of uncertainty and the risk of failure when making strategic management decisions. It was determined that the essence of the interaction of public authorities with target audiences is to ensure an effective state policy and adaptation of state reforms to possible future changes in the external environment. Achieving these tasks is possible by: increasing citizens’ trust in state institutions and improving their image; raising citizens’ awareness of the processes taking place in state institutions; ensuring active participation of citizens in the processes of making management decisions and establishing feedback; establishing cooperation with national and international mass media, it is emphasized that this is impossible without improving the public sector, strengthening the presence of public institutions at the international level, optimizing internal communication and information exchange in public institutions. The development of relations with the public as a new social institution for Ukrainian society, bodies of public authority and local self-government, that is, the creation of conditions for ensuring communication with the community and significant participation of the community in solving local problems, defining the conceptual apparatus, principles and rules of institutional analysis, and as well as identifying the rules used by local self-government bodies. Keywords: communications in public administration, information, strategic communications, communication risks, communication channels, communication policy, communication infrastructure.

In the scientific space today, there is a rethinking of the content and nature of communications in public administration and an awareness of the need to move from the model of informing to the model of interaction in the process of making managerial decisions, therefore communications remain an important component of the development strategy of the state and public authorities, in particular. The answer to today's managerial challenges should be the application of a strategic approach to the communication activities of public authorities. The purpose of the paper is to reveal and characterize the strategic aspect of communications in public administration at the current stage of reform implementation. Important in the context of our research is the substantiation of the strategic component of communication carried out by E. Goldman, who notes that the basis of strategic communications is perception management, in which the most important role is played by the coordination of information flows, ideas, actions and decisions aimed at bringing the perception of target audiences into line to the goals of state policy. The research methodology is based on general research methods of analysis and synthesis, the method of theoretical generalization, analogy, complex and system methods. The information base of the research is regulatory documents, communication strategies of central public authorities, etc. The results of the survey consist in a critical analysis of the current state of development of communication strategies of central public authorities in Ukraine, substantiation of the need to rethink the nature of the impact of communication on the fundamental processes that underlie the problems of state security and ensuring its national interests. It has been proven that the achievement of these goals and objectives of the state communication policy is impossible without increasing the level of trust and the image of state authorities among citizens; raising citizens' awareness of the processes taking place in them; ensuring active participation of the public in the process of making management decisions by establishing feedback; improving cooperation with national and international mass media; strengthening the presence of public authorities at the international level; optimization of internal communications and information exchange in public authorities. Practical implications. The result of the survey is the development of recommendations for improving the strategic aspect of communication policy in the activities of public authorities through the implementation of the service state model.

The article is devoted to identifying the features of the functioning of public authorities in Ukraine under martial law. Public authorities include local self-government bodies and state authorities (executive authorities). In Ukraine, under war conditions, new practices of interaction between public authorities (local self-government and state authorities), on the one hand, and between civil society and public authorities, on the other hand, are being formed. The theoretical and methodological foundations of the study were general scientific methods of cognition in considering the issues of public authorities in Ukraine, in particular, analytical, empirical, comparative, descriptive. The research methods are also based on the principles of historical, systemic, structural and functional analysis. The type of interaction in the formation of regional policy between local deputies (local self-government bodies) and local military administrations (state authorities) has significantly changed. Currently, there are no uniform practices of interaction throughout Ukraine between public authorities. After all, depending on the status of the territory (front-line, near-frontline, remote from the front), the mechanisms of interaction between public authorities are also transformed. In addition, an important problem in the functioning of public authorities in Ukraine under martial law is the problem of the legitimacy of government bodies. In the absence of opportunities in wartime to reboot the power system through elections, the problem of developing strategies for legitimizing government institutions is very important. There is a high demand from civil society structures for public authorities regarding the formation of national-patriotic policy. Therefore, public authorities should develop strategies to strengthen national identity (not regional). Accordingly, national identity can become a significant factor for the legitimization of government bodies in the absence of elections.

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).

The article examines the main problems of the legitimacy of public power in Ukraine under martial law, when the electoral mechanism is inferior to other means of maintaining the people's perception of the legitimacy of the current state power. The problems of the legitimacy of public power are closely related to the general problems of the constitutional and legal principles of the functioning of public power in Ukraine. It is noted that the analysis of recent scientific works on this topic showed that a comprehensive systematic study of the legitimacy of public administration during wartime in Ukrainian political science has not been carried out until recently. Experts, as a rule, studied certain aspects of the problem of public administration during martial law. It is stated that the purpose of this article is to analyze and assess the legitimacy of modern public authorities in Ukraine in the context of its impact on the stability of the political system and the social system in general. It is emphasized that the orientation of the current authorities exclusively on public, propaganda technologies without their real support by management decisions for the benefit of broad segments of the people can lead to the opposite of the intended consequences, that is, to the delegitimization of power. This is very dangerous during war, because it undermines national unity in confronting an aggressive enemy. It is concluded that in the event of impossibility of holding political elections, electoral legitimation should be replaced by the current legitimation of public power. The basis of the current legitimation of public power should be strategic, systematic and effective communication between state authorities and the people, which aims to form a high level of trust between them. It is recommended that the government information policy should be guided by a clear balance between pro-government PR and political decisions in the interests of the majority of the Ukrainian people. Only in this way can the necessary level of current legitimacy of public power be ensured.

У статті обґрунтовано актуальність дослідження напрямів удосконалення системи надання адміністративних послуг в органах публічної влади в Україні, яка пов’язана з євроінтеграційним курсом держави. Мета статті полягає у визначенні напрямів удосконалення си

The article is devoted to the study of the scope and content of the activity of public authorities, the formation of a scientific basis for posing the problem of timely systemic compliance of the public authority body - the subject of public management and administration, and its activities to the conditions of transformation of the functioning environment and the formation of the concept of solving the specified problem. A systematic analysis of the scientific basis of the functioning of public power as a social system was carried out. Scientific approaches to solving the problems of improving the work of both subjects of public management and administration, as well as public authorities as a whole, have been studied. A clear understanding of the “field” of typical problems in the activity of subjects of public management and administration regarding their timely systemic adaptation in accordance with the transformation of the conditions of their functioning has been formed. The main systemic problems of the organizational and functional content of the activities of public authorities in Ukraine are singled out. The impact of this problem on the quality of public management and administration and the formation of social and political relations is analyzed.

The purpose of the article is to justify the need to introduce an institutional audit of public authorities in Ukraine as one of the responses to modern challenges in the system of public management and administration. In the research there were used methods of a systematic approach to studying the concept of institutional audit, as well as methods of analysis, generalization, systematization, and forecasting to describe the components of the institutional audit’s ecosystem. Іnstitutional audit is singled out from among other types of audits; the need to increase the institutional capacity of public authorities in Ukraine is justified; the components of institutional audit are considered; communication ability is researched as an important component of the object of institutional audit in the modern realities of Ukraine; the advantages of involving the public in the procedure of institutional audit in Ukraine are considered. It has been established that in the modern realities of Ukraine, institutional audit doesn’t have sufficient methodological and legal support, and what is available is scattered among various laws, regulations and even types of audits. The need to systematize the legal foundations of institutional audit and to strengthen the theoretical and methodological basis of its conduct is proven. Keywords: institutional audit, institutional capacity, organization, effectiveness, efficiency, communication, public authorities.

The article outlines the problems of corruption and bribery in public authorities in Ukraine. The destructive influence of corruption provokes and deepens the social crisis, undermines the image of the Civil Service of Ukraine, and holds back the socio-economic development of the country. Currently, corruption in Ukraine is called one of the most significant threats to national security. The aim of this article is to substantiate main directions and means of confronting corruption and bribery in the system of state authorities in Ukraine. The object of the research is the social relations that arise in the process of counteracting corruption and bribery. The methodology of the research is based on the fundamental provisions of the public administration theory, as well as on the concepts developed both by the Ukrainian and foreign researchers and practitioners aimed at preventing and counteracting corruption. Main theoretical provisions and conclusions of the article highlight effective measures of preventing and counteracting corruption in state authorities in Ukraine. The results of the research can be useful for the public administration bodies when developing and implementing anti-corruption programs or laws and regulations on the issues of forming an anticorruption consciousness of citizens and state authority officials. Value/originality. The article outlines the economic-mathematical model of “bribe maximization”, which takes into account the limitations of the possibility of offering and agreeing to receive a bribe. The model is the basis, which proves that the most effective way of fighting corruption is streamlining the efforts of the authorities on creating a competitive environment: “economic benefit – the risk of punishment”. These conditions decrease the officials’ interest to receive bribes since their size ceases to compensate for the risk of disclosure, detention, and punishment. Meanwhile, the series of other practices are also important, namely: building a holistic legal system based on integrity; introduction of mechanisms of accountability and responsibility of officials; cooperation with civil society and the private sector; adaptation of international experience to national realities; identification of “high risk zones” for diverting there main efforts and resources.

У статті виявлено особливості впровадження технологій «електронного врядування» в Україні та обґрунтовано необхідність залучення кращих практик «електронного врядування» в систему державного управління. З’ясовано, що електронне урядування все ширше впроваджується в органах державної влади і місцевого самоврядування в Україні. Зокрема, в Україні створено Національний центр е-врядування для сприяння впровадженню інформаційно-комунікаційних технологій в щоденну практику органів державної влади в Україні; за підтримки Державного агентства з питань науки, інновацій та інформатизації України, Державного підприємства «Державний центр інформаційних ресурсів України» та Програми розвитку ООН в Україні створено портал знань. Також наведено приклади розвитку електронного урядування в окремих регіонах України, що свідчить про ефективність електронного врядування як інструменту підвищення якості всіх видів державних послуг, розвитку прямого діалогу влади з громадянами. Здійснено висновок про необхідність удосконалення нормативно-правових актів у цій сфері, чіткого окреслення мети, тактики та стратегії реалізації електронного урядування, для цього слід визначитись із завданнями, практичними кроками та інструментами реалізації таких дій. Зважаючи на щорічне покращення умов для впровадження електронного урядування, практична реалізація е-урядування в Україні є завданням реальним у найближчій перспективі.

This research article is devoted to the assessment of the results and effectiveness of the implementation of digital technologies in public authorities in Ukraine, as well as ways to improve the digitalization processes in public authorities in Ukraine.The article includes a study of digital technologies used in public authorities in Ukraine and their impact on the efficiency of public authorities.The article examines the criteria for the effectiveness of digital technologies implementation, as well as possible problems arising in the process of digitalization in public authorities in Ukraine.To solve these problems, the authors propose ways to improve the digitalization processes in public authorities in Ukraine.The results of the study may be useful for authorities seeking to optimize their work and improve efficiency through digital technologies.

This article is devoted to the study of the state of management activity of public authorities in Ukraine, as well as to the disclosure of such a social and legal phenomenon as the term “integrity of public authorities”, providing its legal definition, and revealing its meaning. It was noted that the first steps on the way to fundamentally reforming the old system of public power with the support of our European allies, starting in 2014, were carried out in Ukraine through the initiation of relevant reforms, of which 18 are key reforms. In order to implement the aforementioned, appropriate amendments to the Constitution of Ukraine and relevant laws were drafted. Thus, the movement towards the specified goal, the implementation of the aforementioned reforms by the public authorities of Ukraine depends entirely on its capacity, integrity, primarily in the field of law, in the spheres of lawmaking and law application, i.e. ensuring the supremacy of law over state arbitrariness. The article reveals the concept of “integrity” as a psychological factor, which is based on the tendency to be organized, responsible and hardworking, and also notes its connection with the law, and the legal category “legal integrity”, which is closely related to professional ethics. Related to legal integrity is legal ethics, which plays a certain role and importance of moral principles in the sphere of justice and law enforcement, as well as in other human activities related to law. Attention is focused on the fact that the analysis of the state of implementation of the planned reforms by the public authorities of Ukraine indicates a very slow progress in the fulfillment of the corresponding obligations regarding democratic transformations in the state, since a certain part of them have not been implemented so far. At the same time, new challenges have appeared during the wartime period, the implementation of which largely depends on the “legal integrity of the public authorities”, which, in turn, can affect the speed of military aid to Ukraine from our allies. First of all, this concerns the need to complete the planned reforms. It is emphasized that one of the negative dynamics, which is surprisingly important for Ukraine, is the slowing down of reforms in the security and defense sector. This is one of the most important public administration reforms, the purpose of which is to strengthen the quality of security sector management (SSC) by means of effective and efficient security provision under conditions of democratic supervision and control. In parallel with it, the reform of the defense industry should be carried out. One of the reasons for the mentioned shortcomings is the absence of a state personnel policy, which leads to the occurrence of grave consequences for national security, to the occurrence of acts of corruption, theft of state funds, and state treason. It was established that the confirmation of the above is only a fragmentary involvement of public authorities of civil society in the normative regulation of public life, regarding the regulation of social relations in the relevant spheres of life, as well as the involvement of citizens in the development and adoption of management decisions, which does not correspond to the provisions of Article 25 of the International Covenant on Civil and Political Rights. Evidence of ignoring the rights and interests of citizens on the part of the public authorities is the legislative, regulatory “deterioration” of the pension legislation in 2018 regarding persons released from military service, which was performed without involving citizens in the discussion; the veteran movement of the security and defense sector was split by the authorities. A significant shortcoming of the functioning of public authorities is that in their activities they often do not perceive the modern European democratic principle of orienting authorities to the fulfillment of social requests of society regarding its further development, but instead act on the contrary – offer and lobby their personal vision of directions for the further development of society, which often does not coincide with society’s aspirations and leads to the emergence of social conflicts. And therefore, only in the case of sharpening attention to emerging social problems, in compliance with the obligations assumed to adhere to European democratic principles, the public authorities have the opportunity to jointly solve existing problems with civil society, thereby consolidating society and increasing the efficiency of public administration.

Problem setting. Under the conditions of the intense labour market and fierce competition, talented and highly productive workers, who can learn quickly and adapt to rapid changes in the environment, and possess a range of unique skills, knowledge and competence in a particular field are particularly valuable. It was these employees who led the emergence of the new term “war for talent”, which initiated the formation of a whole direction in approaches to personnel management, namely talent management. Because of this, there is a necessity for a deeper understanding of the essence of the talent and the talented employee, as well as the identification of the talent management process as a separate area not only in the business sphere but also the formation of the concept of talent management for its practical application in public authorities. Recent research and publications analysis testified that an important role in the study of the talent management system in general and, in particular, in Ukraine, is played by an analysis of the world experience in this field since there are very few own developments and works. The fundamental bases of talent management are embedded and developed in the research and scientific works of well-known practitioners and researchers, such as M. Armstrong, J. Billberry, L. Jeffrey, S. Zelinskyi, E. Michaels and H. Hendfield-Jones, A. Robertson and G. Abby and others. Highlighting previously unsettled parts of the general problem. Concerning Ukraine, it should be noted that due to the outdated personnel management system existing in domestic organizations, especially in the public sector, this topic is not yet mature enough for a deep study, which, in turn, determines the necessity to research the theoretical aspects of the concept of talent management and to generalize the factors that stipulate the need to implement these processes in Ukraine. Paper main body. Today, more and more companies are realizing the necessity to reorient HR management to the concept of managing talented employees. Talent is the set of human abilities, inherent in his/her giftedness, skills, knowledge, experience, intelligence, prudence, character and energy, as well as the ability to learn and grow. Talent management is a purposeful activity aimed at creating a system of recruitment, development, use and retention of talented employees capable of achieving the best results in the work. With the adoption of up-to-date and topical regulations on personnel management in public authorities in Ukraine, there will be very specific chances to create a truly professional, qualified, stable and politically neutral state apparatus. In this regard, in recent years, there has arisen a necessity in strengthening the strategic role of HRM services in the public administration system, focusing them on organizational and analytical work in personnel management, planning the career of civil servants, forecasting staff development and providing training opportunities. The public authorities of Ukraine do not currently have a system and strategic foundations for talent management. In this context, it is important to talk not only about structural changes but about deep transformation, about values and principles of work of a civil servant, about the introduction of effective methods of motivation and complex approach to assessing personnel activity through the usage of quantitative and qualitative methods of assessment at all levels in the system of public authorities. The introduction of modern practices and technologies of personnel management in the system of public authorities, as well as the creation of separate structural units for the talent management, will improve the personnel management system at public service, ensure an objective process of recruitment and service career, and also strengthen the professional level and its competitiveness in the labour market. Conclusions of the research and prospects for further studies. Basing on the above mentioned, it can be noted that the issues outlined in our study require elaboration and solution at the scientific, theoretical and applied levels, and special attention has to be paid to the unification of the conceptual-categorial system, which is necessary for the harmonization of the processes of forming an effective model of talent management in the public authorities of Ukraine.

This article substantiates the essence and problems of state policy in the human resources management in public and local government authorities of Ukraine. The quality of specialist training for work in public and local government authorities is analyzed and the ways to improve the level of personnel professional competence are determined. The main problems of human resources management in the system of public authorities are covered. They are adaptation of state policy in the human resources management, increase in the demands and responsibility of the civil servant for the quality of tasks performed, etc. The purpose of the human resources management is to provide personnel, organize its effective use, professional and social development. Therefore, the task of this article is to determine the main directions of restructuring the human resources to improve the functioning, to expand the functional responsibilities of employees of relevant services, to increase their independence in solving problems of human resources management. The unresolved parts of the general problem are considered: the creation of a professional institute of public service; ensuring its effectiveness; the issue of improving the functioning of human resources of public authorities in Ukraine given modern achievements of the theory and practice of human resources management remains relevant. The changes in human resources in public authorities for the purpose of modernization of the legislation of Ukraine on public service and service in local government authorities are studied. The directions of improving the modern management system in public authorities to form the effective public policy are proposed.

The article considers the issues of professional training of specialists in the field of public administration. The specifics of public administration are studied. It is determined that the purpose of professional training of specialists in the field of public administration is the formation and development of a new generation of specialists in public administration. The provisions of the standard of higher education in the specialty 281 «Public Administration» for the first (bachelor’s) and second (master’s) level of higher education are studied. It is established that in order to increase the efficiency and quality of professional training of specialists in the field of public administration and administration, it is expedient to orient students to choose the specialization that will best meet their expectations regarding future employment. The importance of competencies in ensuring the successful work of future specialists in the field of public administration is justified.The American experience of training specialists in the field of public administration, in particular on the formation of professional competencies, is studied. It was found that in American educational institutions, along with the main disciplines and elective courses that students choose depending on their future specialization, in-depth courses are taught in the most relevant areas (spheres) in public policy-making.The program results of training of future specialists in the field of public administration are given. It is substantiated that the experience of the school of public administration in the United States is based on the introduction of modern trends in public administration, styles of administration, creative thinking, new information technology capabilities, rethinking the requirements for professional and personal qualities of public servants.It is expedient to improve the standard of higher specialty 281 «Public Administration» in order to balance professional competencies, their consistency with the needs of public administration, as well as review educational and professional programs and curricula containing a list of disciplines that provide different competencies.