STRATEGIC COMMUNICATIONS IN THE PUBLIC ADMINISTRATION SYSTEM: TRANSFORMATION IN THE CONDITIONS OF DIGITALIZATION AND MODERN UNCERTAINTY

Abstract

The current stage of development of public administration is characterized by an increase in the level of uncertainty, the dynamism of socio-political processes and the intensive digitalization of society. In these conditions, strategic communications are gaining key importance as a tool for ensuring effective interaction between public authorities and the public and supporting management decisions, which necessitates a rethinking of their role, content and implementation mechanisms in the public administration system. The article examines the transformation of strategic communications in the public administration system in the context of digitalization and modern uncertainty. It is substantiated that the increase in the level of turbulence in the socio-political environment, the acceleration of digital changes and the strengthening of the influence of information flows form new requirements for the communication activities of public authorities. It is determined that strategic communications are gaining system-forming importance as a tool for ensuring effective interaction between the state and the public, increasing the level of trust and support for management decisions. Theoretical approaches to understanding the essence of strategic communications in public administration are analyzed, in particular in the context of the postmodern paradigm, which is characterized by fragmentation of the information space, a plurality of interpretations, and a decline in the role of traditional hierarchical communication models. It is established that digitalization leads to a transition from linear to network models of communication interaction, where the speed of information exchange, openness, interactivity and adaptability of communication strategies play a key role. Particular attention is paid to the analysis of institutional and organizational mechanisms for implementing strategic communications in the activities of public authorities. The main challenges are identified, including: information overload, the spread of disinformation, a crisis of trust in state institutions, as well as the need to ensure consistency of communication actions between different levels of government. The importance of integrating digital tools, data analytics and platforms for interacting with the public into the process of forming and implementing communication policy is substantiated. Conceptual directions for improving strategic communications in the public administration system are proposed, which include the development of the institutional capacity of authorities, the implementation of proactive and crisis communication strategies, increasing the digital competence of public servants, as well as the formation of a single communication space of the state. It is emphasized that effective strategic communications are a key factor in ensuring the sustainability of public administration in conditions of uncertainty and dynamic social changes.