Comprehensive image of state power as a tool of social management

Abstract

Importance. The practice of recent years clearly demonstrates the tendency of the population to decline in confidence in the activities of the authorities. The further development of this process is unacceptable, since in such a case the work of all state structures becomes ineffective even if it is absolutely expedient and justified. The reasons for public distrust of the authorities can be divided into three groups: communicative, organizational and cultural-historical problems. Communicative problems arise due to violations or disregard for the requirements of communication theory. Organizational difficulties in the vast majority of cases are associated with the low qualification of specialists responsible for interacting with society (usually PR specialists or public relations specialists). Cultural and historical problems are due to the dominance in our society of an established model of behavior of citizens, which stably reproduces the situation of opposition to the authorities. In our opinion, the most significant group - communication problems - requires priority attention. Perpose. Communication problems arise from the misplaced positioning of power structures, that is, from the inability to clearly and arguably explain the significance and appropriateness of planned or already implemented measures. Accordingly, it is necessary to identify/develop, in a short time, technologies, methods and tools to eliminate communication barriers, and in some cases communication failures, public-governmental interactions. Research methodology. To achieve the goal, the author's approach was applied, which is based on the principles of systematics, flexibility, mobility and adequacy (they served as the basis for the need to develop an integrated image). The theoretical base is the works of domestic and foreign scientists in the field of public relations management [11,12,14,15,16,17,18,19]. Methods for the study of soft systems are used: theoretical typology, formal extrapolation, factographic methods based on information analysis (analogy method, content analysis), forsyth modeling (technology for working with images of the future. Results. In order to increase the rating of public confidence in the activities of state structures based on the study, systematization and analysis of the causes and consequences of communicative failures and barriers to effective interaction between these switches, an approach based on the principles proposed by the author (systematics, adequacy, flexibility, mobility) and the use of such a social management tool as image is proposed. An option of developing a comprehensive image of the state structure, including a corporate and personal image, has been proposed and justified. Its development technology is recommended, providing an integrated approach to solving the problem of effective interaction using modern public relations management tools.