MECHANISMS FOR FORMING THE IMAGE OF PUBLIC AUTHORITIES UNDER CONDITIONS OF UNCERTAINTY

Abstract

Mechanisms for forming the image of public authorities represent a multi-component system that integrates regulatory framework, strategic communications, and digital interaction tools aimed at creating a stable positive perception of a state body. It is not merely a set of influence tools but a dynamic process of reputational capital management that ensures the legitimization of government decisions and a high level of public trust through transparency, accountability, and the effectiveness of state policy. The article explores the peculiarities of forming the image of public authorities amidst social uncertainty and transformational processes. It is substantiated that in modern conditions, the operational effectiveness of state institutions largely depends on the level of citizen trust, making a positive image a vital strategic resource for public administration. The study analyzes scientific approaches to defining the essence of the concept «image of public authorities» and reveals the key factors influencing its formation, including the efficiency of managerial decisions, openness and transparency of activities, communication policy, professionalism of public servants, and the development of digital technologies. The paper identifies key mechanisms for forming the image of public authorities, including institutional, organizational, information-communication, and socio-psychological ones. Particular attention is paid to the role of digital transformation, e-governance, the development of public communications, and the use of modern information and communication technologies in the process of government-public interaction. The study examines the main problems hindering the development of a positive image of state institutions, specifically the insufficient level of regulatory support for communication activities, limited mechanisms for public participation in managerial decision-making, and the inadequate openness of government bodies. Based on an analysis of European experience in communication policy, key directions for improving the efficiency of forming the image of public institutions are outlined, including the development of dialogue-based communication with citizens, ensuring transparency in the activities of government bodies, utilizing modern digital platforms, and involving the public in governance processes. It is concluded that forming a positive image of public authorities requires a comprehensive combination of managerial, communicative, and technological mechanisms, which will contribute to strengthening citizen trust in state institutions and enhancing the effectiveness of the public administration system.