Kachynska N. Strategy and Tactics of Image-Making Policy of Modern State: Conceptual and Applied Dimensions.

The thesis presents the results of an integrated conceptual and applied study of the image-making strategy and tactics of a modern state with determination of their importance to make public management in the mentioned field more efficient. The thesis determines the background and the present level of scientific knowledge of state image-making policy. The thesis substantiates the conceptual bases of state image-making strategy presented in the world theory and practice. As a result, the research conceptual model of a state image-making policy was created. The thesis methodizes the world famous communicative tactics of state image-making strategy such as public diplomacy, branding, public relations and propaganda. The thesis also determines advantages and shortcomings of these tactics and their techniques. The thesis substantiates the current situation of the Ukrainian image-making policy to be worked out and realized by the strategic analysis held. The thesis also provides recommendations for a possible algorithm of communicative tactics to be applied for the Ukrainian image-making policy. The thesis argues the targets and the mechanism to make the Ukrainian image-making policy more efficient.