COMMUNICATION STRATEGIES AS A TOOL FOR STABLE DIALOGUE AND ACHIEVEMENT OF TERRITORIAL COMMUNITY DEVELOPMENT GOALS

Abstract

The article examines the concepts of «communication», «communication culture in public administration» and «communication strategies». The main functions of communication strategies, which are aimed at improving the quality of communications both within and outside public administration entities, are defined, namely: defining the organization's vision, conducting diagnostics and analysis, planning the use of the organization's resources, influencing the public, improving the efficiency of the organization's work. It was found that today there is a transformation of approaches to communication processes in public administration and a transition to a new stage, the basis of which is partnership relations, and this is what led to the introduction of new tools and the establishment of mechanisms of interaction between authorities and the public. The positive domestic experience of the implementation of the communication strategy at the local level was considered, using the example of the executive committee of the Merefyan City Council. In particular, the Merefyan City Council implements many practices aimed at informing and involving citizens to participate in city affairs. For example, it emphasizes the education of young people with an active civic position, for this purpose the project «Lessons with the Mayor» was introduced, for older citizens the following were developed: a school of project management, a participation budget, etc. The authors determined that effective communication is crucial in the process of forming transparent and long-term relations with stakeholders in public administration, and also developed a structure of communication goals. Certain conceptual points related to the development of a communication strategy in the community are substantiated. It was concluded that one of the most effective ways of forming a high-quality communication system, in the process of strategizing the development of the territorial community, is the development and implementation of a communication strategy - auxiliary to the implementation of the Development Strategy, which is based on the goals and objectives defined in the main Strategy.