Комунікаційні стратегії в державному управлінні: стан реалізації та проблеми

The article examines the state and identifies systemic problems in the implementation of communication strategies by public authorities in Ukraine, which do not allow to increase the efficiency of their work. The positive sides and shortcomings in the development and implementation of communication strategies in the field of public management and administration are analyzed; the requirements and factors that most significantly influence the content of communication processes in the public sphere are determined. It has been proven that the positive perception of the activities of public authorities is influenced not only by the information field formed by the Ukrainian mass media and interested parties, but also by informational messages of Russian propaganda, countering which should be the task of the structural units of public authorities responsible for communication. Suggestions for improving communication activities in the public sphere are provided. It is substantiated that when developing a communication strategy, public authorities should ensure the reduction of uncertainty and the risk of failure when making strategic management decisions. The essence of the interaction of public authorities with target audiences is determined, which consists in ensuring effective state policy, adapting state reforms to possible future changes in the external environment. It is emphasized that the achievement of these tasks is impossible without increasing the level of trust and image of public 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 and 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. Keywords: information, communications in public administration, strategic communications, communication risks, target audiences, communication channels.

The purpose of the article is to study the mechanism and problems of interaction between public executive authorities and local self-government bodies in Ukraine and to determine the specifics of its implementation in the EU countries with a view to possible implementation of the European experience into the national legislation of Ukraine. Methodology. The study is based on the analysis of the legal framework and theoretical provisions on defining the system and guarantees of state executive authorities and local self-government bodies in Ukraine, the principles of organisation and operation, legal status and responsibility of such bodies and officials. The system of local self-government bodies in Ukraine and the EU countries, as well as the specifics of the territorial structure of some of these countries (in particular, France and Germany) are studied. It is emphasised that local self-government in the State is a significant indicator of the level of centralisation or decentralisation of State power, the level of democracy, the content of the existing political regime, and the prevalence of democratic or autocratic tendencies. A high level of development of local self-government ensures the democratic nature of the political regime and is a manifestation of the democratic policy of the State. The article analyses the problems of legislative support for interaction between public authorities and local self-government bodies, distribution of powers between them, and identifies ways to improve them. Results. In the course of studying the mechanism and problems of interaction between state executive authorities and local self-government bodies in Ukraine and the EU countries and based on the analysis of the current regulatory framework, the author substantiates the need to reform the system and principles of cooperation between local state administrations and local self-government bodies in Ukraine. The author emphasises the need to bring domestic legislation in line with international standards. Based on foreign experience and analysis of Ukrainian legislation, the author concludes that the ways to overcome the problems of interaction between state executive authorities and local self-government bodies in Ukraine include: the need for a certain level of independence of local authorities in the ways they exercise their powers; and a clear delineation of the functions of local state administrations and local self-government bodies at the legislative level; legislative regulation of regular close cooperation between the government and local self-government bodies; introduction of effective mechanisms for coordinating decisions of central and local executive authorities; settlement of the problem of delegation of executive powers to local self-government bodies; creation of a mechanism for effective state control over the legality of the exercise of powers by local self-government bodies. Practical implications. The paper provides proposals for taking into account the experience of the EU countries regarding the interaction of local self-government bodies with public authorities. This is especially true with regard to maintaining a balance in terms of the optimal combination of functions, rights and obligations of such bodies, as well as the balance between state control over the activities of hromadas of villages, towns and cities (which exercise local self-government) and a certain level of independence of local authorities in the ways they exercise their powers. Value / Оriginality. The article provides proposals for amendments to the legislation of Ukraine in the field of local state administrations and local self-government. This applies, in particular, to the issue of harmonisation of the provisions of the following Laws of Ukraine: "On Local Self-Government in Ukraine" of 21.05.1997, No. 280/97-ВР and “On Local State Administrations” of 9 April 1999, No. 586-XIV.

The article examines the importance of citizens' trust in state institutions in the context of modern public administration challenges. It delves into the negative consequences stemming from a lack of trust, which can significantly affect the effectiveness of management decisions, the legitimacy of political processes, and the overall stability of society. In particular, a deficiency of trust can lead to an increase in social tension, rising protest moods, and, as a consequence, the destabilization of the political situation. The importance of public relations (PR) is emphasized as a strategic tool for managing communication and shaping a positive image of the state. The article underscores the necessity for two-way communication between the government and society, which is crucial for restoring trust during crises. PR professionals play a central role in this dynamic, as they are tasked with shaping and broadcasting messages that align with the needs and expectations of citizens. Their ability to effectively communicate government actions, intentions, and policies is essential for building and maintaining trust. Additionally, the article provides an overview of the challenges organizations encounter under crisis conditions. It examines contemporary theories of crisis communication and suggests practical measures for enhancing public engagement. Various strategies are analyzed, which government institutions can adopt to ensure transparency, accessibility, and the timely dissemination of information to citizens. Particular attention is paid to the experience of Ukraine, where statistical data reveal varying levels of trust in different state institutions. The article highlights the critical role of local authorities and the process of decentralization in fostering trust through active collaboration with civil society. Overall, it emphasizes the need for systemic changes in communication management approaches to secure political stability and promote economic development. Consequently, the key conclusions suggest that effective public relations can serve as a cornerstone for cultivating more trusting and stable relationships between the state and its citizens, ultimately enhancing the effectiveness of governance and public administration.

The article analyzes the theoretical approach to determining the essence and features of communication strategies as planning communication documents used by local self-government bodies to involve the target audience and the local population in management at the local and national levels. The author defines the standard and distinctive features of communication and communication strategies and outlines the areas of their use. A communication strategy is a document defined as a strategic communication guideline for the planned implementation of informational influence to raise awareness of the planned changes and form appropriate behavior patterns of potential and existing target audiences and target groups of the local community. The expediency of using the complex system approach COMBI (Communication for Behavioral Impact) in developing and implementing communication strategies is substantiated. Careful development and successful implementation of a communication strategy can increase the effectiveness of decision-making by local self-government bodies and contribute to forming the community as a full-fledged subject of local self-government. Emphasis is placed on informativeness, credibility, the accuracy of messages, and the level of their perception by target audiences to evaluate communication strategies. It was established that the structure of the communication strategy should include such elements as compliance with strategic goals, determination of expected behavior, situation analysis, development of messages and their preliminary testing, development of an action plan, explanation of means of control over implementation, monitoring and assessment of impact, development of schedule and implementation plan, as well as determination of resources and budget. The types of communication strategies that can be developed and implemented at the regional level are summarized, and their strategic goals and hierarchical structures are supplemented. The author’s classification of communication strategies according to the following characteristics is presented: type of actor, goal, region, sector, and influence. Keywords: communicative interaction, public administration bodies, communication strategies, development of local self-government, local community, development strategies and programs, components of communication strategies, types of communication strategies.

The communicative policy of local self-government bodies in Ukraine began to undergo significant transformations during the years of the global COVID-19 pandemic and actively continued to change already in the conditions of a full-scale Russian-Ukrainian war. External challenges led to a transition from one-sided coverage of information in the «government-citizen» format to a two-way process of interaction, which in some territorial communities reached a more or less stable partnership. Among all the factors that had a significant impact on the mentioned changes, it is worth highlighting the active development of strategies for the development of territorial communities in Ukraine and communication strategies, as their components, and the appearance of press services and press secretaries in the structure of local self-government bodies. The latter replaced divisions and individual specialists, for whom the performance of communicative functions was often far from the main area of responsibility. The main task of the press services of local self-government bodies is to create a friendly attitude of the population towards state, socio-political, economic and other institutions of society (informative and representative functions), as well as functions related to processing information and requests from citizens and monitoring functions public sentiments. However, provided that their ability to influence the implementation of the communication policy of local self-government bodies is strengthened, they can become a full-fledged subject of information policy. The activities of press services of local self-government bodies in Ukraine are regulated by a relatively large number of normative legal acts (from the Constitution of Ukraine to the relatively new Law of Ukraine «On Media»), which together form a solid legal basis for their implementation of the communication policy of local self-government bodies. Attention is drawn to the fact that local normative legal acts can expand the competence of press services and, depending on the specifics of the communication policy of one or another community, supplement their functions. And under the condition of forming a communicative strategy in the community in addition to the development strategy, the list of functions of press services can be supplemented with the following: communicative function, organizational function, ideological function, educational function, monitoring function. The performance of such a wide range of functions requires the press services of local self-government bodies to carefully plan their activities, which is a natural task after the adoption of the community's communication strategy. Such planning can be strategic and ongoing. Strengthening the role of the press service in the implementation of the communication policy of local self-government is ensured by the development of the ability to manage crisis communications, which is one of the priority goals of the communication strategies of all territorial communities of Ukraine without exception, regardless of their distance from the front line. Key steps in crisis management are prevention, preparedness and response, and recovery. An equally important factor in strengthening the communication policy of local self-government is the introduction of measurable indicators of the efficiency and effectiveness of communication. These indicators are conditionally divided into quantitative and qualitative. The role of press services is, on the one hand, to assist in the development of these indicators, and on the other hand, to monitor their implementation. It was concluded that the implementation of modern communication policy is impossible without the effective work of press services of local self-government bodies, which very quickly went from a simple communication link between the authorities and citizens to a subject of information policy. Therefore, the ways outlined in the study to strengthen their ability to implement communication policy have important theoretical and practical significance both for individual local self-government bodies and for the entire system of public administration of Ukraine.

The article examines the concept and essence of the aspects of digitalisation in the field of public administration in the context of economic and legal instruments of influence on the quality and speed of European integration processes. The modern doctrine identifies several main features of the digital transformation of public administration. In Ukraine, significant progress in the development of digital transformation of public administration has been observed since 2016, when the Digital Agenda of Ukraine 2020 programme was developed, which was adapted to the standards of the European Union's Digital Agenda and included plans for the transition to digital transformation of public administration and the Ukrainian economy. The areas of digital development were identified as follows: bridging the digital divide through the development of digital infrastructures; development of digital competencies; implementation of the concept of digital jobs; digitalisation of the real economy (development of Industry 4.0); implementation of digital transformation projects; public safety; education; healthcare; tourism; e-democracy; ecology and environmental protection; urban life (building a smart city); cashless payments; harmonisation with European and global scientific initiatives; and public administration. Among the main characteristics of digitalisation in public administration is the use of digital tools, such as open data, electronic platforms and analytical systems, which facilitates citizens' access to information about the activities of public authorities, thus reducing corruption risks. Digitalisation stimulates the introduction of new technologies such as artificial intelligence, blockchain and big data for forecasting, analysis and management. It is emphasised that in the context of digitalisation, special attention should be paid to cyber protection of citizens' data and state information systems. Therefore, the process of digitalisation in Ukraine is inextricably linked to the harmonisation of digital standards with European ones, which facilitates the country's integration into the EU's digital single market. The authors paid special attention to the role of key elements of e-governance, such as the development of the functionality of the online system "Diia" and the portal "Diia.Business", since the introduction of the Unified Portal of Public Services "Diia" is a significant step in the development of the "digital society". The author identifies four main stages of formation of the system of public administrative e-services in Ukraine. The most popular types of public services that can be accessed through digital technologies today are: 1) SRCSA services (state registration of civil status acts); 2) registration of an individual entrepreneur; 3) accruals for e-pensions; 4) electronic driver's office; 5) e-HELSI (doctor's appointment, medical record, e-prescriptions and treatment plan); 6) state land cadastre, etc. In the process of digitalising public administration, an important aspect is to simplify and accelerate procedures and mechanisms for making and implementing government decisions. This helps to reduce bureaucratic barriers and make processes more transparent and efficient. Digital technologies enable public services to respond more quickly to the needs of citizens and improve the quality of services provided. An important aspect of digital transformation is also increasing the accessibility of public services for different segments of the population, including those with limited physical or information mobility. Thus, the author has formed and confirmed the hypothesis that digitalisation is a strategic direction of public administration reform, and it really allows for qualitative changes in management processes, adaptation to modern challenges and increased public trust in state institutions, despite the most difficult challenges that Ukraine has been facing over the past three years.

ОСОБЛИВОСТІ ВЗАЄМОДІЇ В ПУБЛІЧНОМУ УПРАВЛІННІ НА РІВНІ ГРОМАД: СТАН ТА НАПРЯМИ РОЗВИТКУ ОСОБЕННОСТИ ВЗАИМОДЕЙСТВИЯ В ПУБЛИЧНОМ УПРАВЛЕНИИ НА УРОВНЕ ОБЩИН: СОСТОЯНИЕ И НАПРАВЛЕНИЯ РАЗВИТИЯ (Peculiarities of Interaction in Public Governance at Community Level: State and Development Areas)

Specific features of public involvement and digitalization of services when reforming public administration during the war

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.

This article examines the complex link between religious minority' life satisfaction and their trust in state institutions. The research tries to understand how social cohesiveness affects democracy by examining the effect of faith in institutions including the government, legal system, politicians, political parties, and police on life satisfaction of the religious minorities. The study was cross-sectional in nature and 400 respondents were sampled from four districts of Punjab (100 from each district). Data was analyzed using SPSS and ordinal logistic regression analysis was carried out to predict life satisfaction from trust in state institutions and socio-demographic variables. The results showed that district (p < .05), gender (p < .05), and trust in state institutions (p < .01) significantly contributed to the model. The odds of higher satisfaction increased by 1.09 times (95% CI: 1.04 – 1.15, p < .01) with increase in trust in state institutions. The study concludes that trust in state institutions can be a significant factor affecting life satisfaction among minorities.

The article provides a comprehensive analysis of the most successful foreign anti-corruption practices developed in countries such as Singapore, Georgia, Romania, Sweden, South Korea, Poland, the Czech Republic, France, Canada and the United States. Particular attention is paid to institutional models and mechanisms for coordinating anti-corruption policy. The role of specialised anti-corruption bodies, systems for monitoring the activities of civil servants, the digitisation of administrative procedures and tools for ensuring transparency are analysed. The examples of Singapore and South Korea demonstrate the effective combination of strict anti-corruption oversight with high standards of public administration. The experience of Georgia and Romania has shown the effectiveness of rapid institutional reforms with international support and active public control. The Swedish model, on the other hand, demonstrates a long-term preventive effect thanks to deep-rooted political integrity and openness in public administration. The comparative analysis identifies the most effective anti-corruption tools that have the potential to be adapted to the Ukrainian context. The feasibility of introducing the principle of inevitability of responsibility, improving financial control mechanisms, strengthening the institutional capacity of anti-corruption agencies, introducing modern IT solutions in public administration, and ensuring the independence of investigative and judicial bodies has been substantiated. The critical importance of political will at all levels of government and the active participation of civil society has been emphasised. Specific steps are proposed for the implementation of relevant mechanisms in the legislation and practice of Ukraine’s anti-corruption policy, taking into account the challenges associated with the state of war and post-war reconstruction. Particular attention is paid to analysing the challenges associated with transferring foreign experience to the Ukrainian legal space. The risks of mechanically copying models without taking into account the socio-cultural context are considered. The importance of adaptation is emphasised, taking into account national specifics, institutional capacity and the level of trust in state institutions. The article may be of interest to researchers, lawyers, politicians and experts in the field of public administration who are involved in reforming anti-corruption policy and developing effective models for preventing abuse in the public sphere.

The article is dedicated to the scientific substantiation of the need for the participation of local self-government bodies in the implementation of law enforcement function, the study of legal forms of implementation of law enforcement function by local self-government bodies in Ukraine, and the development of proposals for their improvement. It has been established that the law enforcement function of local self-government is mostly forgotten in the legal literature, following the Soviet habit of attributing this function to the prerogatives of the state. In this regard, the study of the law enforcement function of local self- government is an important theoretical and practical task of modern administrative and legal science. It has been argued that in administrative and legal science, insufficient attention has been paid to the problems of: administrative and legal mechanism of activity to ensure public order and public safety; participation of local self-government bodies in the implementation of the law enforcement function; legal forms of implementation of the law enforcement function by local self-government bodies; interaction of local self-government institutions with law enforcement bodies regarding the implementation of the law enforcement function. It has been established that the modern system of public administration does not fully use the capabilities of local self-governments in the field of protecting public law and order and ensuring public safety. This is due to the fact that the process of establishing their legal status at the current stage of development of Ukraine remains incomplete, and the constitutional and legislative norms establishing their competence are not mutually coherent, clear and certain. As a result, the implementation of the powers of local self-government bodies enshrined in the Constitution of Ukraine in the field of law and order and ensuring public safety is quite limited. It has been proven that at this stage of municipal development, the implementation of law enforcement function by local self-government bodies in Ukraine is carried out in four legal forms of activity: establishing, rule-making, law enforcement and control. In turn, the relevant local self-government bodies with law enforcement powers can be considered as institutional forms of implementing the law enforcement function of local self-government.

Background. In today's post-industrial society, effective public administration is impossible without the introduction of proper communication. The development of information technology and mass communication has led to changes in the ways and forms of interaction between the government and society in the field of public administration. At this stage of the development of public administration, event management is an effective tool for ensuring the communication strategy. It motivates public administration entities to operate efficiently, implement the principles of transparency and accountability of management processes, and helps to improve the interaction between the authorities and society, which increases the level of public trust in government institutions. A key aspect of the introduction of event management in public administration is the effective interaction between the government and society in terms of identifying the target audience, choosing the best information and communication channels of interaction, using them effectively to achieve the set goals, and adapting the communication strategy to the specifics of public authorities and the needs of the public. These issues have been the subject of research on theoretical and practical aspects of event management in the works of such scholars as O. Ivanenko, A. Petrova, V. Kovalenko, M. Smirnov, I. Honcharuk, L. Zakharchenko, V. Zhezhukha, and others. Methods. To obtain the scientific results of the research, the methods of comparative analysis and synthesis were used to identify trends in the introduction of event management for effective interaction between government and society in public administration. The method of content analysis was also used to assess the level of citizens' satisfaction with participation in events, and the effectiveness of interaction between the government and the public to improve the communication strategy. Results. The research of event management as an effective tool for ensuring the communication strategy is an important factor in determining the challenges faced by managers in the process of its implementation in the field of public administration, in particular, the following: lack of human resources, various types of resources (financial, economic, technological, etc.); difficulties in organising effective communication technologies and insufficient level of staff training. Therefore, it is advisable to overcome these obstacles by introducing event management, including the search for additional sources of funding, professional training of staff and improvement of the communication strategy in public administration. Attention is focused on the role of partnership and cooperation between public authorities, NGOs, the private sector and other stakeholders in the implementation of event management. Only through joint efforts can we ensure the completeness and effectiveness of public administration, as well as achieve common goals and the development of society as a whole, and improve the image and reputation of public authorities. Conclusions. In Ukraine, the authorities are focused on establishing a positive dialogue with the public, which would help to strengthen public confidence in the government and support by the population, which is an important element of stable public administration. However, in this direction, there is a need to improve the interaction between the government and society, the implementation of the principles of democracy, and the stability of public policy. The article uses the methods of comparative analysis and content analysis to evaluate the effectiveness of event management in increasing the level of interaction between the authorities and the public. The received results indicate the need to improve personnel support and search for additional resources for the successful implementation of communication strategies. The conclusions of the article can be used to adapt communication strategies in the public sector. Therefore, it is recommended to use event management as an effective tool for ensuring a communication strategy in public administration to actively respond to the changing needs and requirements of the public, which will increase public confidence in the activities of public authorities, mutual understanding between the government and citizens, and increase the overall level of public satisfaction with the quality of public services.

Introduction. The article examines different approaches to socio-psychological climate in organizations and analyzes its role in the decentralization reform in Ukraine. Aim. To conduct a theoretical analysis of social and psychological climate and to identify the key factors in its formation in the bodies of public administration and local self-government in the context of the decentralization reform in Ukraine. Methods. Analysis, classification, systematization, comparison and generalization of theoretical and experimental data on the research problem. Results. The socio-psychological climate epitomizes the work-team, its spirit, mood, priorities, collective values, rules and norms of behavior, as well as interpersonal relations, etc. The key components of the socio-psychological climate in the collectives of state administration and local self-government include: employees' attitude to work, managers and employees' personal and work-related qualities, managers-and-employees’ relationships, refresher training regularity, work organization, managers' role in work organization, etc. Conclusions. The socio-psychological climate in the bodies of public administration and local self-government is an important organization's policy factor in all spheres of the national economy. The socio-psychological climate affects employees' health and is affected by the organization managers.

The research focuses on the social relations in the field of digital public administration, namely possibilities of applying in public administration of blockchain. The main purpose of this research is to identify streams of regulatory reform of public administration in order to create legal conditions for the blockchain technology application by State authorities. The study was based on the foreign and Russian authors’ researches in the field of public administration, as well as strategic legal acts. The main obstacle to introduce blockchain in public administration is the contradiction between vertical structure of administration and the decentralized nature of blockchain. The article describes the similarities between blockchain and new public management, defines the types of public functions in which blockchain can be most effective. The conclusions made in the literature regarding the preference for closed blockchains by the State, which allow to maintain control over the transactions carried out, are projected by the method of analogy to the field of legal regulation of public administration. The expansion of the results obtained in the public administration science into the legal sphere has revealed specific problems that require updated legal regulation in connection with blockchain within the framework of the public administration laws. Integrated legal regulation will affect both the composition and procedure of public functions and the institutional framework of public administration. Resolving disputes needs special attention. The task is complicated by the absence of systemic regulation concerning public administration process in Russia. As a result of the research, key directions of regulatory reform in the public administration field, allowing the use of blockchain technology, proposals for improvement of legislation have been identified. Some recommendations can be used in the course of regulatory correction within the framework of the national project «Digital Economy.»