The dissertation is devoted to solving the actual scientific and practical problem of developing and improving theoretical provisions, methodological approaches and developing practical recommendations for substantiating the communicative strategy of Public Administration bodies.
In the dissertation work, the conceptual framework "communicative activity in public administration" is defined by clarifying the definition of the definitions "communication" and "communicative activity", taking into account the influence of factors on communicative activity in public administration from the point of view of forming influence on the relationship of Public Administration bodies.
The analysis of scientific sources allowed us to conclude that the communicative strategy of the public administration body is considered a long-term plan, formed on the principles of Public Administration, includes strategic management tools from the point of view of a program-target approach and is an important structural part that constitutes and forms the direction of sustainable development of the state and the region in particular.
The analysis of existing approaches allowed us to provide a new approach to identifying factors influencing the level of communicative interaction of Public Administration bodies, the analysis of which is based on the formation of the profile of the environment of J.R.R. Tolkien. Wilson, and which contains tools for communicative interaction: informational, analytical, communication, organizational.
A methodological approach to assessing the digitalization of a public administration subject is proposed, which, unlike the existing ones, contains a balanced system of indicators, which is a means of evaluating the effectiveness of a communication strategy by dividing the measurement in four different, interrelated perspectives: financial, client, internal processes, innovation and training, which makes it possible to comprehensively approach the development and justification of the communication strategy of Public Administration bodies, which was implemented in the organization's activities.
A mechanism for substantiating the communicative strategy of Public Administration bodies from the point of view of a program-target approach is proposed, which, unlike the existing ones, is proposed on the basis of SWOT analysis and is based on the principles of Strategic Management. This mechanism of substantiation of the communicative strategy of Public Administration bodies, based on resources and based on the application of certain programs focused on achieving strategic goals, will allow us to form an algorithm for implementing the correct choice of the appropriate communicative strategy of public authorities.
Organizational support of the algorithm of implementation of the correct selection of the appropriate communicative strategy of Public Administration bodies is proposed, which allows optimizing the processes of choosing the implementation and application of the best ICT solutions, increasing the efficiency of their use; this will allow continuously improving the activities of Public Administration bodies due to the orientation of this system to continuous improvement.
The scientific and technical effect of the introduction and use of ICT in the management activities of Public Administration bodies is the application of modern information and Communication Technologies, a program-targeted approach to substantiating a communication strategy. Forming a highly qualified specialist costs more than a personal computer. Requirements for professional development are extremely necessary, and their effect is now clearly underestimated.
It is advisable to use the practical use of the developed methodological approaches when implementing measures to select the appropriate communication strategy of public authorities. The proposed scientific and methodological developments can be proposed for use by public administration bodies in the process of substantiating the communicative strategy of a public administration body. It is important to note that the introduction of information and communication technologies and modernization of the activities of Public Administration bodies based on the principles of electronic governance is one of the conditions for Ukraine's entry into the global information computer network.
The practical significance of the results obtained lies in the fact that the provisions, recommendations and conclusions developed in the dissertation are brought to the level of methodological and practical recommendations adopted for implementation. The practical value of the dissertation work is confirmed by the fact that the dissertation developments were accepted for study and implementation in the Merefyansky City Council (Reference No. 212 of 15.01.2024), NGO "VSB" elite of the nation" (Reference No. 11 of 17.01.2024).
