КОМУНІКАЦІЇ В ПУБЛІЧНОМУ УПРАВЛІННІ: СТРАТЕГІЧНИЙ АСПЕКТ

Abstract

In the scientific space today, there is a rethinking of the content and nature of communications in public administration and an awareness of the need to move from the model of informing to the model of interaction in the process of making managerial decisions, therefore communications remain an important component of the development strategy of the state and public authorities, in particular. The answer to today's managerial challenges should be the application of a strategic approach to the communication activities of public authorities. The purpose of the paper is to reveal and characterize the strategic aspect of communications in public administration at the current stage of reform implementation. Important in the context of our research is the substantiation of the strategic component of communication carried out by E. Goldman, who notes that the basis of strategic communications is perception management, in which the most important role is played by the coordination of information flows, ideas, actions and decisions aimed at bringing the perception of target audiences into line to the goals of state policy. The research methodology is based on general research methods of analysis and synthesis, the method of theoretical generalization, analogy, complex and system methods. The information base of the research is regulatory documents, communication strategies of central public authorities, etc. The results of the survey consist in a critical analysis of the current state of development of communication strategies of central public authorities in Ukraine, substantiation of the need to rethink the nature of the impact of communication on the fundamental processes that underlie the problems of state security and ensuring its national interests. It has been proven that the achievement of these goals and objectives of the state communication policy is impossible without increasing the level of trust and the image of state 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 by 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. Practical implications. The result of the survey is the development of recommendations for improving the strategic aspect of communication policy in the activities of public authorities through the implementation of the service state model.