FEATURES OF STRATEGIC COMMUNICATIONS IN THE ERA OF DIGITALIZATION AND THE DEVELOPMENT OF NEW MEDIA TOOLS IN PUBLIC ADMINISTRATION

Abstract

The relevance of the research is determined by the processes taking place in the world, which lives in the era of digitization and the development of media communications. The problem of orderliness of public communications, the creation of a communication mechanism for self-regulation of relations between the state, business and the public, the development of new media tools in public administration, the formation of strategic project solutions capable of giving the development of the public sphere a predictable character is an urgent one. In the process of research, the concept of strategic communication in public administration, its features, in particular, as the most important component of “soft power” that produces the attractiveness of public authorities, values, ideology, and other functional features of the state, were clarified. It is emphasized that the development and implementation of strategic communication should take into account the economic, political, and cultural circumstances in which the state and society are. It has been proven that communication activity is part of the strategy of public administration bodies, which allows to convey the mission, goals and objectives of the state to the general public. Modern media tools through which strategic communications are successfully implemented are characterized, namely websites, e-mail, convergent media, Internet applications and Internet resources. It has been proven that new media act as innovative technologies for the development of all previous means of mass communication, as a new strategy for promoting information. It is substantiated that an important factor in the development of strategic communications in public administration is the transition from a one-way information model to a multilateral reverse subject-subject interaction using new forms of media communication. The principles by which an effective communication strategy of public authorities with external target audiences should be developed are defined.