Kyrychenko G. Information and communication mechanisms for the formation of a positive image of public authorities in Ukraine.

The dissertation presents the theoretical generalization and new solution of the scientific-theoretical problem, which consists in the identification of modern tendencies and regularities of formation of information and communication mechanisms of work of state bodies in Ukraine in reforming the existing and formation of new approaches to the realization and improvement of the image of state bodies. The conducted study of the genesis of the formation, formation and development of the theory of image of state bodies has shown that, from the point of view of modern theories of public administration, for the whole existence of society, the image factor had and has a significant influence on the course of political processes in the state and on relations of politicians with other states. It has been diagnosed that the creation of innovative information and communication mechanisms in the system of forming a positive image of public authorities depends on the use of the means and methods of cooperation of public authorities and society, which are crucial in the presence of conceptual approaches to communication and information state policies. The level of sustainability of these conceptual approaches depends on the possibility of changing the direction of interaction between public authorities and mass media, the possibility of using different approaches to the democratic development of state-building processes. It is proved that the international experience, institutional support of the communicative policy of the country of the Western Europe countries is increasingly gravitating to: recognition of the need to introduce a communicative policy of public authorities; active institutionalization of the communicative activity of state power; establishment of a central institution responsible for the implementation of the government's communication policy in order to increase its effectiveness; opportunities for normative consolidation of a unified approach to the organization of communication units in public authorities. It is determined that social partnership between the government and the public should be based on concrete principles, which determine not only the principle of social interaction, but also the degree of readiness of the two parties to a business and mutually beneficial partnership. The main task of the government is to establish a functioning feedback mechanism between state institutions and various civil society organizations in order for the government to respond in a timely manner to the trends of social processes, so that public administration decisions can be adjusted. The task of the population is to understand the importance of their own participation in decision-making processes at the state and local levels and the ability to demonstrate civic initiatives. The model of improvement of information and communication mechanisms of formation of a positive image of public authorities in Ukraine is proposed, the implementation of which consists of four consecutive steps: expanding the system of public relations through development of modern on-line algorithms for continuous analysis of public opinion regarding the actions of public authorities; increase of interaction of the state power and mass media as a result of systematic control of citizens' requests regarding the content, form and directions of information transmission; improvement of the mechanism of providing public services through digitization of the bilateral information flow in order to obtain services to citizens who do not need personal contact with the authorities; optimizing the work of the personnel mechanism through the formation of methodological and practical foundations of the communicative culture of the authorities in the process of developing a new «client-oriented» style of public administration. Key words: image of public authorities, information and communication mechanisms, attitude of society to the activity of representatives of government, legal standards of public order, sphere of communication and digitization, model of improvement of information and communication mechanisms of formation of positive image of public authorities.