EVENT MANAGEMENT AS AN EFFECTIVE TOOL OF ENSURING COMMUNICATION STRATEGY IN PUBLIC ADMINISTRATION
Authors:   Taras Shevchenko National University of Kyiv, Kyiv, Ukraine, LARINA Nataliia , LARIN Stanislav ,   State Institution of Higher Education "University of Educational Management" of NAES, Kyiv, Ukraine, IVANYTSKYI Nazar ,   Vadim Hetman Kyiv National University of Economics, Kyiv, Ukraine
Published: February 2025

Background. In today's post-industrial society, effective public administration is impossible without the introduction of proper communication. The development of information technology and mass communication has led to changes in the ways and forms of interaction between the government and society in the field of public administration. At this stage of the development of public administration, event management is an effective tool for ensuring the communication strategy. It motivates public administration entities to operate efficiently, implement the principles of transparency and accountability of management processes, and helps to improve the interaction between the authorities and society, which increases the level of public trust in government institutions.

A key aspect of the introduction of event management in public administration is the effective interaction between the government and society in terms of identifying the target audience, choosing the best information and communication channels of interaction, using them effectively to achieve the set goals, and adapting the communication strategy to the specifics of public authorities and the needs of the public. These issues have been the subject of research on theoretical and practical aspects of event management in the works of such scholars as O. Ivanenko, A. Petrova, V. Kovalenko, M. Smirnov, I. Honcharuk, L. Zakharchenko, V. Zhezhukha, and others.

Methods. To obtain the scientific results of the research, the methods of comparative analysis and synthesis were used to identify trends in the introduction of event management for effective interaction between government and society in public administration. The method of content analysis was also used to assess the level of citizens' satisfaction with participation in events, and the effectiveness of interaction between the government and the public to improve the communication strategy.

Results. The research of event management as an effective tool for ensuring the communication strategy is an important factor in determining the challenges faced by managers in the process of its implementation in the field of public administration, in particular, the following: lack of human resources, various types of resources (financial, economic, technological, etc.); difficulties in organising effective communication technologies and insufficient level of staff training. Therefore, it is advisable to overcome these obstacles by introducing event management, including the search for additional sources of funding, professional training of staff and improvement of the communication strategy in public administration.

Attention is focused on the role of partnership and cooperation between public authorities, NGOs, the private sector and other stakeholders in the implementation of event management. Only through joint efforts can we ensure the completeness and effectiveness of public administration, as well as achieve common goals and the development of society as a whole, and improve the image and reputation of public authorities.

Conclusions. In Ukraine, the authorities are focused on establishing a positive dialogue with the public, which would help to strengthen public confidence in the government and support by the population, which is an important element of stable public administration. However, in this direction, there is a need to improve the interaction between the government and society, the implementation of the principles of democracy, and the stability of public policy.

The article uses the methods of comparative analysis and content analysis to evaluate the effectiveness of event management in increasing the level of interaction between the authorities and the public. The received results indicate the need to improve personnel support and search for additional resources for the successful implementation of communication strategies. The conclusions of the article can be used to adapt communication strategies in the public sector.

Therefore, it is recommended to use event management as an effective tool for ensuring a communication strategy in public administration to actively respond to the changing needs and requirements of the public, which will increase public confidence in the activities of public authorities, mutual understanding between the government and citizens, and increase the overall level of public satisfaction with the quality of public services.