THE ESSENTIALS OF FORMATION OF COMMUNICATIVE STRATEGY OF KYIV: THEORETICAL AND PRACTICAL ASPECTS

Abstract

The article examines the issues of development of social institution of communication with civil society that is new for the Ukrainian society, state and local self-government bodies aimed at providing communication with local communities and creating conditions for their real participation in solution of local problems, specifying definitions, principles and rules of institutional analysis, working out the evaluation criteria system of efficiency of strategic models of communication with civil society that is used in local self-government bodies. Communication between local self-governing authorities and the public is an important part of democratic development of the state, as well as formation and development of a civil society and a socially and politically active citizen. In this context, the question of building an effective system of interaction and providing local self-governing authorities with effective public relations, introduction of European standards of communication “power-society” is extremely relevant, as these standards are an important factor in legitimization of management decisions and providing for creation of conditions for real participation of population in formation and implementation of state policy, especially in the field of local self-government. We aimed to analyze the issues of development of a new social institution for the Ukrainian society - public relations - ensuring communication with citizens and creating conditions for their real participation in solving local problems; specification of conceptual apparatus, principles and rules of institutional analysis; development of a system of criteria for evaluating effectiveness of public communication models used by local government bodies. On the basis of these data it is necessary to find out the factors that cause socio-political tension and distrust of the authorities of different levels.