THE IMPORTANCE OF PUBLIC RELATIONS IN PUBLIC ADMINISTRATION AND ITS SITUATION IN GEORGIA

Abstract

In the contemporary landscape, the multifaceted development of a nation across economic, social, political, scientific, technological, and cultural spheres hinges significantly upon a robust understanding and utilization of information communication processes within governmental frameworks. Central to the efficacy of public administration is the orchestration of public relations initiatives within governmental bodies, leveraging them as conduits for information dissemination and feedback mechanisms. The absence of a timely and structured information dissemination and feedback system within government apparatuses engenders uncertainty and misapprehension regarding anticipated outcomes and societal trajectories. This lacuna precipitates a disengagement of citizens from governmental institutions and fosters skepticism toward their formulated agendas. Such circumstances precipitate a crisis in public relations, wherein the dearth of information catalyzes public apprehension surrounding purported issues, thereby inflating their significance beyond reality and engendering a climate of sustained discourse, ultimately culminating in adverse public sentiment. This phenomenon represents a dynamic and irreversible progression, fertile ground for the escalation of genuine crises. In such exigencies, governmental entities are compelled to proactively saturate the informational landscape with content pertinent to public interest, undertake diligent analysis of public sentiment, steward reputation management efforts, ensure transparency and accessibility of information, and facilitate bidirectional communication channels. Keywords: public relations, democratic governance, PR effectiveness, public administration.