In the dissertation study, the author determined the place and role of communications in the activities of heads of public authorities; the list of competencies of specialists responsible for the development and implementation of communication strategies in public authorities is defined. It has been proven that it is relevant in the activities of the heads of state authorities to shift the emphasis on the formation of systemic thinking in them and mastering the technologies of management of information and communication processes, which will contribute not only to increasing the efficiency of management activities, but also to the disclosure of personal potential, which will allow reducing the level of distancing of citizens from the process of making management decisions, to form a system of interaction between state authorities, representatives of civil society, business, mass media, based on the principles of dialogue.
Methodical approaches to improving communication in public management and administration as a strategy for reforming public authorities are proposed; the communication mechanisms of forming a positive image of public administration bodies were investigated.
It is substantiated that the development of the field of public communications today should take place against the background of a new understanding of communications in public administration based on new concepts: “New Public Management”, “Digital Government”, “Network model of Government”, “Anticrisis Public Administration”, “Good Governance”, “Open Government Partnership”, etc. The application of the basics of Government Relations (GRmanagement), which represent a system of technologies for effective political communication of target audiences with public authorities and act as a "feedback" tool that allows to convey, becomes relevant for understanding the essence and nature of communication in public management and administration. requests of target groups to the authorities, to effectively position them in the public space and ensure a balance of interests when making public and administrative decisions.
It is substantiated that the image of public authorities is one of the priorities of the state's communication activities. The task of building a positive image becomes especially relevant in connection with the growth of the technical capabilities of mass media and other information and communication technologies for the transmission of information. It is the mass media that shape the public's perception of public authorities and shape the perception of problems in their activities that may threaten the sustainable development of society. Therefore, today it is necessary to scientifically understand the processes of constructing the image of public administration bodies through communication mechanisms with the aim of their positive application as a regulatory tool at the state level. It is proven that the main goal of measures to create a positive image of a public authority should be the creation of a more adequate, i.e. much more complex, multifaceted than the stereotype of an official, image of a modern civil servant.
The author has developed proposals for improving the communication process in the field of public administration in conditions of uncertainty and risk. Indicators have been defined, through which the evaluation of the effectiveness of communication should take place. An integral indicator is the level of information satisfaction of the population. It is proved that the peculiarities of communications in conditions of uncertainty are: the uniqueness of the crisis situation; using a set of methods and technologies to collect, analyze and disseminate accurate and timely information through traditional and new communication channels; depending on the type of crisis, it can have numerous and systemic consequences for every citizen and the states as a whole; taking systematic and permanent measures to prevent crisis situations.
