Public relations system in public administration bodies (on the example of judiciary bodies)
Abstract
The article describes public relations as a system of interconnected elements, which is an integral part of strategic management in public administration. The peculiarities of the most significant elements of the system of public relations and their role in the process of organizing dialogical relations of public administration bodies with the public are analyzed. Particular attention is paid to the analysis of the concepts of "public", "public opinion", "tools of public relations and media".
The use of certain direct public relations tools (outreach programs) is considered on the example of the judiciary. It is determined that one of the fundamental principles of public relations management is the participation of the public administration body in the life of the community, which can be ensured through outreach programs structured according to certain categories of citizens and their needs. The author defines the property of outreach programs for the formation of public administration relations with the public in the vector of partnership. The article describes direct public relations as a new interactive model of communication, which should actualize the communicative aspect and bring the authorities as close as possible to society. It is emphasized that the implementation of direct initiatives ensures the formation of a positive image of public authorities, promotes educational activities and the education of legal culture, has a positive effect on the correct perception of citizens of the functions of public administration.
The article identifies the importance of compiling a "profile" (characteristics) of the values of each of the groups of the target audience, which includes a set of features – points of reference in the process of strategic planning of communicative activities of the institution. The author substantiates that the first step towards updating outreach programs should be to enshrine them in communication strategies and communication plans of public administration bodies.
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