КОМУНІКАЦІЙНІ СТРАТЕГІЇ В ПУБЛІЧНОМУ УПРАВЛІННІ ТА АДМІНІСТРУВАННІ: УКРАЇНСЬКИЙ КОНТЕКСТ

Abstract

The article is devoted to the study of communication strategies in public management and administration in modern Ukraine. The concept of "communication strategies" is revealed, their main components and principles of formation are considered. It is noted that the communication strategies of state management and administration bodies contribute to the effectiveness of communication between power structures and society, trust in the authorities, and the consolidation of society. It is proven that public management and administration is a communication process, as it containstypical components of a communicative act. The communication strategies of the state administration reform of Ukraine, the Verkhovna Rada of Ukraine, the Ministry of Education and Science of Ukraine, the Ministry of Foreign Affairs of Ukraine, "Communications strategy in the field of prevention and counteraction of corruption", "Communication strategy on European integration of Ukraine" etc. were analyzed. It was concluded that communication is one of the most important tools for ensuring effective state policy. It is noted that the basis of the communication strategies of public management and administration created in Ukraine are the principles on which the communication policy of the EU is based. Despite the general principles of creating communication strategies and the presence of basic elements, each public management and administration body when creating a communication strategy takes into account its own specificity, values and sphere of interests, and therefore notes its mission, main strategic tasks, analyzes the target audience and selects those resources that will help in the implementation of such a strategy. Attention is also paid to the types of communication strategies described in the scientific literature. A communication strategy can be a presentational, identification, competitive and trust strategy. It is concluded that "pure" types of communication strategies can be singled out as a theoretical concept.