Model of institutionalization of strategic communications in the public administration system

Abstract

A comprehensive approach to the implementation of strategic communications is proposed, which ensures the effectiveness of public policy, ensures effective interaction between the authorities and the public aimed at the development of democratic institutions. A study of strategic communications and their impact on achieving sustainable development goals and developing trust in the government has been conducted, with systematic planning, coordination and implementation of communication policy taking into account the long-term priorities of the state. The rationality of the institutionalization of strategic communications, which is closely related to the concept of good governance and provides for openness, transparency, accountability, citizen participation and management efficiency, and is an innovative tool for implementing these principles, contributing to increasing trust in government and ensuring sustainable development. An analysis of the institutionalization of strategic communications based on a combination of institutional, systemic and communication approaches has been conducted and allows us to consider them as a comprehensive mechanism for ensuring effective public administration. A model of institutionalization of strategic communications in the public administration system has been proposed, which is a multi-level structure of institutionalization of strategic communications in the public administration system and covers institutional, organizational, process and instrumental components that, in interaction, ensure the achievement of key results, namely – increasing trust in government, transparency of management and involving citizens in decision-making.