On the issue of public relations in the activities of subjects of administrative and legal relations: essence and directions for improvement

Abstract

The article states that the issue of public relations lies not only in the field of journalism, which covers only external, communication aspects, but also in the field of administrative and legal regulation, considering the normative, legal, organizational and managerial foundations of this issue.

It is emphasized that at the basis of administrative-legal relations in the field of public relations (Public Relations) lies the focus on the implementation of operational information of the population about the areas of activity of subjects of administrative-legal relations, services provided by them, reporting on their activities.

In the field of public relations, specific entities can include communication (public relations) units (departments, management, departments, sectors, etc.), which are structural units of state authorities and local self-government bodies. It is noted that in the conditions of European integration transformations in the field of public administration, the activities of such units include, in addition to direct communication with the population at the level of mass media, also the holding of joint events with the population, the implementation of social projects, involvement in the development of joint strategies at the regional and national level, etc. It is noted that the issue of public relations cannot be considered separately from the study of the impact on this activity of the processes of globalization and digitalization, which, on the one hand, act as vectors for the further implementation of the direction of Public Relations, and, on the other hand, unite it has a number of features, through the prism of which it is possible to form a more complex idea of the investigated problem.

Based on the meaningful positions of domestic and foreign scientists, challenges and prospects arising within the processes of globalization and digitalization, the areas of improvement of Public Relations technology in the activities of subjects of administrative and legal relations in Ukraine include improving communication with persons with disabilities, understanding communication as facilitation and development of the strategic communications system.