Technologies of Public Relations in Formation of Image of Public Service

• Main Author: Yuliya Aleksandrovna Tarasova
• Format: Article
• Language: English
• Published: North-West institute of management of the Russian Presidential Academy of National Economy and Public Administration 2018-04-01
• Series: Управленческое консультирование
• Subjects: pr-технологии; image; public relations; authorities; public service; functionary; pr-technology; mass-media; public
• Online Access: https://www.acjournal.ru/jour/article/view/87

Positive image of public service and civil servants formation is long and complex process. This requires some knowledge. How is perceived public service by society? How overcome the alienation of citizens from the state apparatus? What are the measures for positioning the civil service undertaken by developed countries? PR-technology perform a special role in positive image of public service formation. PR-technology able to change the neutral-negative evaluation of the state apparatus at the respect. The selection of used in this area PR-technologies, elements of the future image is based on public opinion. Mass-media as a key technology should promulgate integrity, honesty and openness of civil servants. Authorities need to establish an effective mechanism of interaction with the public: openly, constructively and timely deliver decisions, provide reports, update the information on his web-site, realize the events to emphasize the professionalism of government departments, exercise high ethical values of public service. Planned and systematic work with the public, regular PR-events, credibility, transparency and completeness of information, as well as the position of the audience and public opinion respect should be the main mechanism at image of public service formation.