Technologies of Public Relations in Formation of Image of Public Service

Positive image of public service and civil servants formation is long and complex process. This requires some knowledge. How is perceived public service by society? How overcome the alienation of citizens from the state apparatus? What are the measures for positioning the civil service undertaken by developed countries? PR-technology perform a special role in positive image of public service formation. PR-technology able to change the neutral-negative evaluation of the state apparatus at the respect. The selection of used in this area PR-technologies, elements of the future image is based on public opinion. Mass-media as a key technology should promulgate integrity, honesty and openness of civil servants. Authorities need to establish an effective mechanism of interaction with the public: openly, constructively and timely deliver decisions, provide reports, update the information on his web-site, realize the events to emphasize the professionalism of government departments, exercise high ethical values of public service. Planned and systematic work with the public, regular PR-events, credibility, transparency and completeness of information, as well as the position of the audience and public opinion respect should be the main mechanism at image of public service formation.

PR-технологии, image, public relations, authorities, public service, functionary, PR-technology, mass-media, public

1. Bunich A. Autmn of oligarchs. History of a “grabfest” and future of Russia [Osen’ oligarkhov. Istoriya prikhvatizatsii i budushchee Rossii ] / A. Bunich. M. : Eksmo, 2007.

2. Machiavelli N. The Prince [Gosudar’] : Original edition / Niccolo Machiavelli ; translation G. Muraveva. Chosen works. M. : Imaginative literature [Khudozhestvennaya literature], 1982.

3. Perelygina E. B. Psychology of image [Psikhologiya imidzha]: Tutorial. Section I: Concept of image. M. : Aspect Press, 2002.

4. Toffler A. Power Shift [Metamorfozy vlasti] / A. Toffler; Translation from English. M. : ACT [ACT], 2005.

5. Shishkina A. A. Ethic of public service at the present stage of development of Russia [Etika gosudarstvennoi sluzhby na sovremennom etape razvitiya Rossii] : dissertation abstract. [An electronic resource] // Encyclopedia of knowledge. andiaweb.ru. URL: http:// pandia. org/text/77/177/468.php (date of the address: 20.02.2015).