КОМПАРАТИВНИЙ АНАЛІЗ КРАЩИХ СВІТОВИХ ПРАКТИК ФОРМУВАННЯ ПОЗИТИВНОГО ІМІДЖУ ОРГАНІВ ДЕРЖАВНОЇ ВЛАДИ

Abstract

The article identifies that one of the priority areas of Ukraine's development in the context of European policy abroad is the creation of a positive image of public authorities.
Improvement of the civil service is based on the concepts of the new public management, which envisage the use of methods of work applied in the private sector, contribute to the modernization of the civil service, improve the quality of work of the state apparatus, create a positive image of public authorities. The article analyzes the experience of the European Commission, which together with its representatives has developed a White Paper on European communication policy, which defines the basic principles of image strategy. Three main goals of the image strategy are considered: modernization of information education of citizens, widening of boundaries of communication of citizens, increase of interaction level of citizens and power institutions. The peculiarities of institutional support for building a positive image of the state communication policy of the Western Europe countries are determined. On the example of EU countries, five best international practices are systematized on the peculiarities of forming a positive image of the state communication policy and the strategic directions of forming a positive image of the authorities and ways of their implementation in Ukraine are identified.