Communication strategies in public management and administration: status and problems in implementation

Abstract

The article examines the situation 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 defined. 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 was 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.