communicologyКоммуникологияCommunicology2311-30652311-3332МАК10.21453/2311-3065-2021-9-1-15-28communicology-115Research ArticleКОММУНИКОЛОГИЯ: СОВРЕМЕННЫЕ ПРОБЛЕМЫ КОММУНИКАТИВНОЙ ПРАКТИКИCommunicology: practical casesЗарубежный опыт коммуникации публичного сектора в условиях COVID-19Foreign Experience of Public Sector Communications in the context of Global COVID-19 PandemicБогатыреваТ. Г.BogatyrevaT. G.

Богатырева Татьяна Георгиевна – доктор культурологии, профессор, ведущий научный сотрудник научно-исследовательской лаборатории «Современные технологии в государственном управлении» Института «Высшая школа государственного управления»

119571, г. Москва, пр-т Вернадского, 82

Bogatyreva Tatiana Georgievna – Dr.Sc. (Cult.), Professor, Leading researcher of the Research Laboratory «Modern Technologies in Public Administration», Graduate School of Public Administration

119571, Moscow, Vernadsky av., 84

bogatyreva-tg@ranepa.ruРоссийская академия народного хозяйства и государственной службы при Президенте Российской Федерации (РАНХиГС)РоссияRussian Presidential Academy of National Economy and Public Administration (RANEPA)Russian Federation202115072021911528Copyright © Богатырева Т.Г., 20212021Богатырева Т.Г.Bogatyreva T.G.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.communicology.ru/jour/article/view/115

Коммуникация в публичном секторе является ключевым инструментом реагирования на внезапные кризисы. Она позволяет проверять интерпретации происходящего в соответствии с меняющимися обстоятельствами и предотвращать риски необратимых обязательств при принятии управленческих решений органами власти в условиях, когда пандемический кризис высоко поднял планку их ответственности по защите своих граждан. COVID-19 рассматривается автором как точка отсчета в преобразовании традиционных коммуникационных схем и институционального закрепления новых коммуникативных практик и моделей кризисной коммуникации. Организации публичного сектора сталкиваются с другими проблемами по сравнению с частными, поскольку на них влияют социальные структуры и динамика власти и более высокий уровень контроля со стороны СМИ. Пандемия ускорила процессы медийной конвергенции и определила в нем коммуникационную коллаборативную стратегию развития кризисных коммуникаций в публичном секторе. Начавшаяся институционализация кризисных коммуникаций делает возможным систематизацию коммуникационных стратегий и повышение эффективности используемых инструментов и средств для правильной организации кризисной коммуникации в публичном секторе. Сердцевиной современных кризисных коммуникаций становятся социальные медиа, которые, по сути, приравнены к традиционным СМИ и вступили с ними в прямую конкуренцию, в первую очередь, благодаря возможностям мониторинга кризисных проблем и децентрализованным быстрым коммуникациям. Чтобы не потерять контроль над процессом информирования населения в условиях кризиса, власти должны действовать в соответствии со сложным коммуникационным сценарием. Модель кризисной коммуникации для публичного сектора пока только формируется. Она должна получить новую концептуализацию во все более персонализированном, эмоциональном и гибридном медиа-ландшафте.

Communication in the public sector is a key tool for responding to sudden crises. It allows to check the interpretation of what is happening in accordance with changing circumstances and prevent the risks of irreversible obligations, when the authorities make management decisions in conditions of the pandemic crisis, which has raised the bar of their responsibility to protect citizens. COVID-19 is considered by the author as a starting point in the transformation of traditional communication schemes and the institutional consolidation of new communication practices and models of crisis communication. Public sector organizations face different challenges in comparison to private ones, because they are influenced by social structures, power dynamics and a higher level of media control. The pandemic accelerated the processes of media convergence and defined in it a communication collaborative strategy for the development of crisis communications in the public sector. The beginning institutionalization of crisis communications makes it possible to systematize communication strategies and increase the effectiveness of the tools and means used for the proper organization of crisis communication in the public sector. The core of modern crisis communications is social media, which, in fact, is equated with traditional media and entered into direct competition with them, primarily due to the ability to monitor crisis problems and decentralized rapid communications. To keep control over the process of informing the citizens in a crisis, the authorities must act in accordance with a certain communication scenario. The model of crisis communication for the public sector is still being formed. It needs to be re-conceptualized in an increasingly personalized, emotional, and hybrid media landscape.

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The authors declare that there are no conflicts of interest present.