INSTITUTIONAL DEVELOPMENT OF STRATEGIC COMMUNICATIONS IN UKRAINE (ON THE EXAMPLE OF MINISTRIES)

Анотація

The introduction of strategic communications into public administration practices has acquired a legal basis as a result of the launch of the Strategic Communications Partnership between the National Security and Defense Council of Ukraine and the NATO International Staff. Promoting a culture of strategic communication at the institutional level was stated in that document. The relevance of the study of the dynamics of institutionalization of strategic communications can be explained by the need to address the problem of increasing public confidence in national strategies and activities of public authorities. The purpose of the article is to identify the dynamics of the process of institutionalization of strategic communications in central government on the example of ministries. The methodology is based on the analysis of empirical data obtained in the form of ministries' responses to information requests in 2016, 2018, 2020. The subject of the request is the presence or absence in the authority of a structural unit and/or official whose activities are related to the planning or implementation of strategic communications. The article outlines the dynamics of institutionalization of strategic communications on the example of the initiation and transformation of relevant structural units and/or positions in this area. The dynamic indicates, in particular, a decrease in the level of institutionalization in 2020 compared to 2018. The change in the number of ministries has made it impossible to express this dynamic in absolute terms. In this regard, the institutionalization ratio is proposed as the ratio of the number of ministries with the relevant structural units to the total number of ministries at the time of the study. It was found that activities in the field of strategic communications in most ministries are carried out by units that also have the function of performing other tasks in the field of information and communication activities.

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