Sopina O. Formation and implementation of state policy in the field of public relations

In the dissertation the author proposes a scientific and practical approach to improving the image of public authorities, which shows the direct impact of the image of a civil servant on the image of the public body as a whole. The application of the approach involves the analysis of the components of the image of both parties; establishment of negative factors influencing the image of a civil servant and a state institution; development of methods to improve the image of the first subject. Improved the mechanism of public relations in the system of public administration, which is presented in the form of a combination of internal and external PR-tools on the formation of public opinion (taking into account its characteristics in Public Relations), which directly affects the quality of activities and image state power. Important factors influencing the formation of the image of a state authority or local self-government have been identified. First of all, it is the image of a service or product offered by a government organization. The second factor is the image that is formed in the field of management and the distribution of finances. The third factor in the image of the body of state power and local self-government is its image as an employer, which reflects the general policy of management in relation to employees. The fourth factor is the participation of the government body in the implementation of social policy, how actively it participates in the implementation of social programs to support vulnerable groups in public life. And the last factor is the activity of the body covering its activities in the mass media