Abstract
The article considers the possibility of evaluating the effectiveness of measures to improve the management of communication activities, namely the formation of image and reputation in federal executive authorities. The actual problems of existing tools and channels of internal and external communication are considered. Proposals are formulated to assess the effectiveness of improving the processes of interaction of a public authority with citizens, public organizations and business representatives. There is a direct dependence of the effectiveness of planned and implemented communication activities on the level of their digitalization.
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