Formation of a Communication Strategy of a Constituent Entity of the Russian Federation to Ensure Public Support for its Initiatives

The subject of the research is the formation of an effective communication strategy of the subjects of the Russian Federation to ensure public support for their initiatives and undertakings. The purpose of the work is to identify the most effective methods and tools for information interaction between authorities and the public in promoting strategic projects. Using the experience of the Moscow Department of Transport and Road Infrastructure Development (DTRID) as an example, the key components of such a strategy are considered. It has been established that the fundamental factors for ensuring the effectiveness of DTRID communications are the diversification of communication channels with a focus on digital platforms; adaptation of media content to the needs of the target audience; regularity and consistency of information; the use of interactive feedback formats. As a result of the work done over the past five years, the share of Muscovites who support transport reforms in Moscow has increased from 58% to 81%. Promising areas of further research are outlined, including studying the specifics of communications in individual regions of the Russian Federation by comparing the effectiveness of online and offline formats of interaction between government and society. It is concluded that Moscow’s experience can serve as a valuable methodological base for other regions in terms of building a dialogue with residents.