МІЖНАРОДНИЙ ДОСВІД ФОРМУВАННЯ СТРАТЕГІЧНИХ КОМУНІКАЦІЙ

Abstract

The problem of strategic communication research became well-spread only for the last two decades. The efficiency and effectiveness of such tools has promoted with the military in the political and administrative spheres in such countries: USA, China, Estonia and the EU and NATO. The experience of these countries and international organizations has been taken into account during considering the use of strategic communication tools in implementing government policies and development strategies. The purpose of the paper is to study the international experience of institutionalizing strategic communications and identify aspects of its adaptation in Ukraine.A result of studying foreign experience shows us, that public diplomacy, as a component of strategic communications is actively use in foreign and national policies. Due to this a separate organizational structures are created in a certain direction for a certain purpose.Public diplomacy is a new variant of influence, which has allowed to promote own values to foreign audiences. For today, public diplomacy and strategic communications are inalienable and effective mechanisms of foreign policy and national security of the leading countries of the world. The main tools of public diplomacy are: public events (visits, seminars, conferences, press conferences, public debates, different projects, researches, radio, television, film production, etc.), they convey the necessary information of the whole community. The development of strategic communications in intergovernmental association and organizations involves regulative, structural and organizational support for activities in this branch that promotes their institutionalization. For this goal, the individual activity are created, for example: Strategic Communications Centre of Excellence (NATO), The Arab and Eastern Strategic Communications (EU), Latin American Strategic Communications (China) they provided communication to support anti-terrorist operations and countering foreign propaganda and fake. The experience of Estonia is an important element in the development of strategic communications in Ukraine. In thin country the separate department of strategic communications created, coordinated by the Government Communications Bureau, which in fact is the so-called single center for the development of meanings, narratives and provides a “single voice” of the state for informing internal and external audiences. The foreign experience of implementation and use of strategic communications has been analyzed and the key feature of its functioning is the existence of a single management center and a system of interconnected regulatory documents in the form of concepts, doctrines, policies, directives, etc.Strategic communications as a scientific course and activity is still at the stage of comprehension of experience and look over of formal mechanisms of their implementation. This situation is favorable for Ukraine, it gives the opportunity to practice, formed on the basis of the existing experience of leading countries, as well as the EU and NATO.For Ukraine, the formation and development of strategic communications are relevant to the following areas of research: creating a systematic approach to strategic communications at the national level; improving the coordination mechanism of communication between different authorities (interagency communication); changing the approach from crisis (reactionary) risk management communications (proactive communication); providing professional training on strategic communications.