Dialogue in Internet Channels as a New Trend in PR Activity of Public Authorities
https://doi.org/10.21453/2311-3065-2021-9-1-112-126
Abstract
The paper represents the author’s view on the development trends and issues of digital transformation in the field of PR activities of government bodies. The author reveals and substantiates the need for active development in the Internet space of balanced communication of the authorities with the citizens. The author proceeds from the assumption that for a PR-service employee, the Internet is a new information reality that has a significant impact on the mechanisms of public opinion management. An open dialogue, built on a constant and improving basis, in parallel with the development of Internet technologies, is the basis for a balanced and most effective communication between the authorities and the public. Based on the study, the author comes to the conclusion that the conservative system of civil service needs to adapt to the information needs of the audience, offering an adequate list of convenient interactive services, easy messages and formats of interaction.
About the Author
V. V. Konov
Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Russian Federation
Russian Federation
Konov Valery Viktorovich – graduate student at the Department of Public Relations and Media Policy of the Institute of Public Administration and Administration
119571, Moscow, Vernadsky av., 84
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Review
For citations:
Konov V.V. Dialogue in Internet Channels as a New Trend in PR Activity of Public Authorities. Communicology. 2021;9(1):112-126. (In Russ.) https://doi.org/10.21453/2311-3065-2021-9-1-112-126
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