Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
Registration of an entity in print media: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1390 dated 11/16/2023. Media identifier: R30-02018
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Status, and problems in the implementation of communication strategies of public administration bodies

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УДК: 35.078.4:316.77

DOI: https://doi.org/10.36887/2524-0455-2023-5-11

Масляк Мирослава Ігорівна,
PhD публічного управління та адміністрування кафедри державного управління, публічного адміністрування та економічної політики,
Харківський національний економічний університет імені Семена Кузнеця,
https://orcid.org/0009-0008-8964-0632
Джаін Прадіп Кумар,
аспірант кафедри державного управління, публічного адміністрування та економічної політики,
Харківський національний економічний університет імені Семена Кузнеця,
https://orcid.org/0000-0002-5195-1311

The article examines the state and identifies systemic problems in the implementation of communication strategies by public authorities in Ukraine, which do not allow to increase the efficiency of their work. The positive sides and shortcomings in the development and implementation of communication strategies in the field of public management and administration are analyzed; the requirements and factors that most significantly influence the content of communication processes in the public sphere are determined. It has been proven that the positive perception of the activities of public authorities is influenced not only by the information field formed by the Ukrainian mass media and interested parties, but also by informational messages of Russian propaganda, countering which should be the task of the structural units of public authorities responsible for communication. Suggestions for improving communication activities in the public sphere are provided. It is substantiated that when developing a communication strategy, public authorities should ensure the reduction of uncertainty and the risk of failure when making strategic management decisions. The essence of the interaction of public authorities with target audiences is determined, which consists in ensuring effective state policy, adapting state reforms to possible future changes in the external environment. It is emphasized that the achievement of these tasks is impossible without increasing the level of trust and image of public authorities among citizens; raising citizens’ awareness of the processes taking place in them; ensuring active participation of the public in the process of making management decisions and establishing feedback; improving cooperation with national and international mass media; strengthening the presence of public authorities at the international level; optimization of internal communications and information exchange in public authorities.

Keywords: information, communications in public administration, strategic communications, communication risks, target audiences, communication channels.

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The article was received 03.12.2023