THE MODEL OF ADVERTISING COMMUNICATION REGARDING AN EFFECTIVE REGULATORY FRAMEWORK FOR INTERACTION AND FEEDBACK FROM THE CIVIL SERVICE AND THE PUBLIC
Keywords:
advertising communication, public service, public, social and innovative developmentAbstract
The article proposes an innovative approach for the solving of the problems of building an effective communication support for the civil service and its development as an open self-developing system in the transition period, as well as related tasks related to the development of an advertising communication model for the implementation of innovations.
The functional peculiarities of communicative interaction between the state and the public are considered in the context of modern research approaches, namely: limiting the influence of the public sector on the communication process; competitive provision of state-civil communication; the emphasis on the humanorientated style of state-civil communication; formal measurement of standards and indicators of productivity and the success of state-civil communication. At the same time, the main emphasis is on the formation of such a communication model, in which its use perspectives are focused on the final results, on the basis of quantitative measurement of its efficiency indicators, from the public viewpoint.
It has been proved that the standards of state-civil communication in most European countries cover two aspects: quality standards for policy and management, in order to achieve optimal participation of citizens and interest groups in the decision-making process; the level of standards for citizens that can be used to assess the quality of administrative behavior of public authorities.
The mechanisms of public administration, historical traditions, achievements and communicative miscalculations in the establishment of trust between public authorities and the public in independent Ukraine are determined, the main reason for which is the long-term stay in a colonial position. Detecting its own inability to form a sovereign state, the Ukrainian community naturally turned out to be dependent on more cohesive and more powerful neighbors.
References
Гайдаенко Т. А. Маркетинговое управление. Полный курс МВА. Принципы управленческих реше- ний и российская практика. — М.: Эксмо, 2005. — 480 с.
Getting to know Informal Conflict Management Systems (ICMS) better [Electron. resource]. — Access link: https://www.canada.ca/en/treasury-board-secretariat/services/healthy-workplace/informal-conflictmanagement-system/getting-toknow-informal-conflict-managementsystems-better.html
Gohar F. Khan (2017) Social Media for Government: A Practical Guide to Understanding, Implementing, and managing Social Media Tools in the Public Sphere/ Springer. — 159 p.
Grades and types of work in the Civil Service [Electron. resource]. — Access link: https://www.gov.uk/guidance/using-the-civil-servicejobs-website#civil-service-recruitment
Perez Lapasaran H.-K. Principles and advantages of decentralization / H.-K. Perez Lapasaran // The General Notebook. — 2006. — № 1 (36). — P. 32–44.
Chichanovsky A. A. In the web of freedom: Political problems of interaction of power structures, mass media and society in new geopolitical conditions / A. A. Chichanovsky. — M.: Slavic dialogue, 2009. — 505 p.
