Комунікаційні стратегії в державному управлінні: стан реалізації та проблеми

Abstract

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.