Marketing communications complex of subjects of public administration

Abstract

The article defines the essence and features of the system of marketing communications (SMC) of the subjects of public administration. It is proposed to introduce this concept as a complex of interpersonal dialogue communications in small groups, public, organizational and mass communications, which is an element of the system of public administration and provides communication of subjects of management with their target audiences.The author justifies the classification of marketing communications in public administration. Among the main classification criteria of distribution are the following: type of communication subjects, communication goals and types of media marketing communications.The basic principles of formation of information flows in the system of public administration are determined. The main of them recognized: openness of state information; guarantee of the right to receive information; openness and accessibility of information, freedom of information exchange; authenticity and completeness of information; guarantee of freedom of expression and beliefs; the lawfulness of receiving, using, storing, distributing and protecting information, etc.The article identifies the most important reasons for the ineffective information and communicative policy of government departments. Among them: organizational; historical; resource and personnel-professional.The author substantiates the directions of improvement of the system of marketing communications of the subjects of state administration and raising the level of its efficiency. It is determined that for today, public relations, direct marketing, sales promotion and public advertising should be considered among the main means of SMC. Practice shows that at present the most effective element of SMC of public administration is public relations. First of all, this is explained by the fact that they contribute to the formation and development of well-developed and effective mechanisms of social feedback and their priorities.