TRANSFORMATION OF COMMUNICATION ACTIVITIES OF PUBLIC AUTHORITY BODIES IN THE CONDITIONS OF THE LATEST CHALLENGES AND THREATS

Abstract

The article examines the theoretical and practical aspects of the transformation of the communicative activity of public authorities in the conditions of the latest challenges and threats with the aim of forming an anti-crisis information comfort zone. It is noted that the feature of modern challenges and threats, which generate uncertainty and erroneous management decisions, is the unreliability of information, and in some cases direct misinformation and ignorance of ways to behave in existing situations. It is emphasized that the task of public authorities in the communication management in crisis conditions consists of tolerance to uncertainty, which forms the ability of authorities to self-regulate in the absence of external and internal guidelines for choice, the impossibility of using ready-made solutions. The basic rules of crisis communications are summarized. It was emphasized that the combination of effective crisis communication and information hygiene and media literacy of society will contribute to the formation of an anti-crisis information comfort zone for every Ukrainian and the state in general. It is noted that the goal of information hygiene is to reduce the negative impact of information on the mental, physical and social well-being of society and to ensure the implementation of conscious management actions by power structures. It has been established that compliance with the rules of information hygiene in the face of the latest challenges and threats will contribute to the creation of one's own conscious information space, help preserve freedom and independence, and form one's own and socially acceptable information comfort zone. Keywords: transformation, crisis communications, public authorities, challenges and threats, information hygiene, information comfort zone.