STRATEGIC MANAGEMENT OF COMMUNICATION PROCESSES IN PUBLIC ADMINISTRATION IN THE CONTEXT OF DIGITALIZATION

Abstract

The article explores the theoretical foundations and practical facets of communicative activities within public authorities amidst global digitalization. Using methods of scientific analysis, synthesis, cause-and-effect, and comparative study, the research aims to provide conceptual substantiation and practical recommendations for optimizing communication strategies. It addresses the urgent need to modernize public administration systems to meet the challenges of the digital era, focusing on the formation of a holistic system of interaction based on digital democracy. A key finding of the study is the conceptual differentiation between “e-governance” and “digital governance,” where the latter is defined as a human-centric organizational model prioritizing citizen needs through interactive online platforms rather than mere digitizing of old processes.Communication is treated as a systemic, multi-channel process of information exchange requiring continuous feedback to influence social dynamics effectively. The authors structure these communication systems into external frameworks, which manage interaction with civil society and other authorities, and internal frameworks, covering vertical and horizontal information flows within government departments. The study outlines fundamental principles of effective communication, including transparency, accountability, strategic planning, and professional competence. Special emphasis is placed on the “State in a Smartphone” concept and the “Diya” and “Vzayemodiya” platforms, which have transformed state-citizen interactions into a service-oriented digital ecosystem.The research highlights that the shift toward social media and messengers (such as Telegram and Viber) is no longer an optional choice but a strategic necessity for real-time engagement and building public trust. The paper analyzes e-democracy as a “bottom-up” mechanism that enhances transparency and allows citizens to participate directly in decision-making through tools like electronic petitions, participatory budgeting, and online consultations. It is determined that successful implementation depends heavily on the population’s digital literacy and the overall openness of the government. Ultimately, the study concludes that harmonizing domestic legislation with European standards and creating specialized communication units are vital for avoiding politicized propaganda and ensuring professional governance. Digital transformation is presented as a strategic priority for Ukraine’s integration into the global information space.