УДК: 351.751(06.056)

DOI: https://doi.org/10.36887/2524-0455-2024-2-5

Grynevych Liudmyla,
Doctor of Economics, Professor, Head of the Marketing Department,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0000-0002-4757-5106
Buslaev Vasyl,
Postgraduate student, Department of Public Administration and Economic Policy,
Simon Kuznets Kharkiv National University of Economics,
https://orcid.org/0009-0003-8157-1306

Local authorities, through their effective and purposeful communication, play a pivotal role in achieving strategic goals and implementing city strategies and programs. Their actions in the information and communication space are crucial for the success of public communications. Based on the conducted research, it was established that an essential element of any socio-economic development program at the level of certain territories is the communication strategy of local self-government bodies, which is defined as a model of actions of local authorities and other communication participants to achieve the established development goals provided for in the quality of the consequences of such communication. From the point of view of formalization, this strategy is a document and a strategic communication guideline for the planned implementation of informational influence on existing and potential target groups of the territorial community to increase their awareness of the planned changes and the formation of appropriate behavioral models. Standard and distinctive features of the communication process and strategies are identified, and the areas of their use are outlined. It has been proven that the strategic goal of communication should be to establish trust between the authorities, the territorial community, and other target audiences (business, stakeholders), which are essential and capable of influencing its activities. It is justified that the structure of the communication strategy should contain the following components: the results of the analysis of the current situation, the goals and objectives of communication, the target audience, key messages, communication channels, an action plan, resource provision, monitoring and evaluation, feedback, a crisis communication plan (alternatives). This approach to structuring the communication strategy allows for effective interaction with the public and the implementation of strategic goals. An analysis of the practice of communication policy of local authorities in the leading EU countries was also carried out, based on which appropriate recommendations were made for improvement in the conditions of Ukraine, relating to the effectiveness of decentralization, digitalization, ensuring transparency and openness, active involvement of citizens in the process of identifying problems and controlling changes and ensuring the effectiveness of communication campaigns.

Keywords: communication strategy, local self-government, communities, development programs, digitalization, changes, social networks, citizen involvement.

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The article was received 30.02.2024