COMMUNICATION STRATEGIES OF PUBLIC ADMINISTRATION BODIES IN THE IMPLEMENTATION OF ECONOMIC POLICY

The article looks into theoretical aspects of public authorities’ communication strategies aimed at interaction with business entities. The essence of communication strategy and its place in public authorities’ activities are defined. The main functions of communication strategies are outlined: policy formation, efficiency analysis, resources optimization, influence on business community, increasing the efficiency of public administration. The key types (informing, dialogue, consultation and partnership) and means of authorities–business communication are analyzed. It was found that informing and dialogue belong to the tactical level of interaction, consulting can be regarded as tactical-strategic level depending on the existing circumstances, while partnership reflects the strategic level of communications. The peculiarities of authorities’ cooperation with mass media in establishing communications with the business community are revealed in two directions: influence on the target audience through mass media and building ties with the journalistic community to obtain informational support for political activity. The principles of establishing effective communication between authorities and business are summarized: transparency, democracy, making a plan, regulatory support, willingness to interact, information flows coordination, target audience consideration. The stages of a communication strategy development for public policy implementation by a government body in interaction with the business community are defined: definition of the purpose and objectives; stakeholders identification in the business environment for the implementation of the government's economic policy; analysis of the current positioning of the public administration body, its role and place in the information space; development of individual information messages for prior and secondary stakeholders; assessment of the communication capacity of the authority; choosing forms and methods of communication and interaction with stakeholders; determination of the most effective communication channels for each group of stakeholders; development of a working plan for the implementation of the communication strategy; diagnosis of the expected effectiveness of communication strategy.