Information and Communication Mechanisms for Building the Image of Public Leaders

The article substantiates the need to address the issue of improving the image of public leaders in the context of the development of the information society.In particular, the authors outline two main directions in which the communication activities of the leadership of public administration bodies should be developed.The main tasks of information and communication mechanisms for creating the image of public leaders are highlighted.It is emphasized that the communication activities of public authorities' leaders should be aimed at creating an information space that would contribute to the formation of a positive image of the authorities and at the same time help to meet people's expectations.Focusing on the functional and structural aspects of the two main functions of communication in the public administration system (formation of a positive image of public leaders and timely and effective public information), three main functions of communication should be distinguished for the image of a public institution.It is established that the new Ukrainian system of mass communication is characterized by the emergence of a public information and communication sphere for the development of civil dialogue, which is based on the conflict of interests of certain owners or co-founders of the media and is capable of creating a clear and rational discussion on various issues of public leaders' activities.It is assumed that information and communication Актуальні питання у сучасній науці № 3( 21) 2024 122 mechanisms for shaping the image of the leaders of public Ukrainian government in the ideological context can be considered within the framework of four media theories.At the same time, the reality formed based on images may carry the danger of separating the people from the leaders of the government.The mechanism of image interaction between public leaders has two sides: subject-object and subjectsubject.In the process of forming a positive image of public authorities' leaders, the development of a democratic state on the ideological principles of liberalism, transparency and openness of public administration, by reducing the necessary and administrative elements, and increasing the efficiency of communication and information technology components, is of priority importance.It is proved that the mass media act as a fundamental element of the mechanism for shaping the image of public administration leaders.