Transformations of public communications in the conditions of sociocultural environment development

The article deals with the peculiarities of public communications transformation in the context of changes in the socio-cultural environment. A theoretical and methodological review of the peculiarities of public communications in socio-economic and geopolitical crises, digitalization, and e-government is carried out. As a result of the analysis of the latest European scientific research, it is determined that the greatest impact in the field of public communications is due to cultural transformation in the direction of hyperbolization of consumption, modernization, and changes in communication between institutions, authorities, organizations, and stakeholders. The features of the communication process in the public administration system are determined, taking into account the leading principles, such as reliability, clarity, dialogicity, scale, unity of effort, and leadership. The developed flowchart reflects the peculiarities of the communication process in public administration in the unity of functioning of subjects, stages, and the tools of interaction involved. As a result of the analysis of the factors influencing the content and nature of public communications, it is determined that modern communication processes are mostly transformed due to the development of the socio-cultural environment, the formation of a new digital society, which leads to a diversification of information channels and deepening of ties. One of the ways to transform public communications by the challenges of our time is to apply innovative forms of public administration, particularly flexible management technologies. The article considers the peculiarities of applying Agile technology in managing the development of public communications based on adaptability, predictability, flexible planning, and cooperation of cross-functional teams. Thus, public communications are considered as a decisive factor in achieving the effective functioning of the entire public administration system as a specific institutional instrument for the implementation of public policy. . We believe that the current transformations taking place in society now put forward new tasks of socio-cultural comprehension of reality and the introduction of new management approaches.