CRISIS OF TRUST IN GOVERNMENT: THE ROLE OF PUBLIC RELATIONS IN ITS RESTORATION

The article examines the importance of citizens' trust in state institutions in the context of modern public administration challenges. It delves into the negative consequences stemming from a lack of trust, which can significantly affect the effectiveness of management decisions, the legitimacy of political processes, and the overall stability of society. In particular, a deficiency of trust can lead to an increase in social tension, rising protest moods, and, as a consequence, the destabilization of the political situation. The importance of public relations (PR) is emphasized as a strategic tool for managing communication and shaping a positive image of the state. The article underscores the necessity for two-way communication between the government and society, which is crucial for restoring trust during crises. PR professionals play a central role in this dynamic, as they are tasked with shaping and broadcasting messages that align with the needs and expectations of citizens. Their ability to effectively communicate government actions, intentions, and policies is essential for building and maintaining trust. Additionally, the article provides an overview of the challenges organizations encounter under crisis conditions. It examines contemporary theories of crisis communication and suggests practical measures for enhancing public engagement. Various strategies are analyzed, which government institutions can adopt to ensure transparency, accessibility, and the timely dissemination of information to citizens. Particular attention is paid to the experience of Ukraine, where statistical data reveal varying levels of trust in different state institutions. The article highlights the critical role of local authorities and the process of decentralization in fostering trust through active collaboration with civil society. Overall, it emphasizes the need for systemic changes in communication management approaches to secure political stability and promote economic development. Consequently, the key conclusions suggest that effective public relations can serve as a cornerstone for cultivating more trusting and stable relationships between the state and its citizens, ultimately enhancing the effectiveness of governance and public administration.