FORMATION DIRECTIONS OF A POSITIVE IMAGE OF PUBLIC GOVERNMENT BODIES BY THE ACCOUNT OF THE DEVELOPMENT OF THE INFORMATION AND COMMUNICATION TECHNOLOGIES POTENTIAL

Abstract

In developed democracies, cooperation between government and society is, in many respects, based on public relations mechanisms and public information services. Accordingly, public authorities providing services to the public should create an open communication process that is clear to all participants. The main purpose of this process is to establish close communication with citizens and other non-governmental actors, involve them in the decision-making process of government, and maintain a constant dialogue that enables them to understand the needs and desires of society. The fulfillment of this important task for the society is possible provided that the proper state information and communication policy is created and the effective system of public communication in the bodies of management at all levels is ensured. The article defines the main directions of formation of positive image of public administration bodies at the expense of development of the potential of information technologies and analyzes the ways of realization the directions of positive image formation of public administration bodies. Various organizational forms of communication have been established, which are used to disseminate information on the results of the work of public authorities. In particular, it is stated that the implementation of e-government projects should be carried out in cooperation with all national structures and bodies of local self-government and should have the approval of international partners. The main projects of e-government are considered: electronic services, Digital by Default, electronic document flow, Trembita, openness of data. The article also identifies the role of new tools for engaging with government agencies such as social networks (Facebook, Twitter, Youtube, etc.). They focus on posting photos, using state-of-the-art infographic tools and descriptive videos instead of text captions, and affecting the public at a deeper and more intuitive level. Nowadays, there are many problems with the communication process in the field of public relations. The government is continuing to work on its modernization, which raises problems with information and advancing public policy interests. The article outlines the main problems that impede the development of a positive image of the authorities and reduce the effectiveness of public relations in social relations. In order to optimize the influence of the authorities on the course of social processes in the society, the support of the public and effective feedback between it and the state is needed at present. Public relations helps to facilitate dialogue between government agencies and citizens, taking into account public opinion, by encouraging processes of involving citizens in the work of public institutions. Establishing a dialogue with the public has now become an important tool in the implementation of democratization processes and ensuring public visibility of the authorities.