MECHANISM OF FORMING THE IMAGE OF A GOVERNMENT INSTITUTION

The presented material substantiates the mechanism of image formation of a state institution as a complex and multifaceted process that requires detailed study and development of new approaches to ensure effective image management of organizations in the public sector. According to the image theory developed within the framework of public administration, important aspects are: • Transparency and openness of state institutions, which contribute to the formation of a positive image through the availability of information about the activities of government bodies. • Communication strategies that determine how government institutions convey their information to the public, what messages they use and how they respond to criticism or requests from citizens. • Interaction with the media, including traditional media and new media, which is of great importance for the formation of the image of state institutions in modern society. Based on existing theoretical approaches in the study of image, it was determined that the image of a state institution has a multiple nature and is formed through the following components: • Information policy - as a means of managing knowledge about the activities of the institution. • Cultural and social factors – the influence of the social, political and cultural situation on the perception of state institutions. • Emotional component of perception – based on the trust and feelings of citizens towards government institutions. The study confirmed that the formation of the image of state institutions should not be a random, but a strategically thought-out and systematic process. It is important not only to manage communication in a positive direction, but also to have an action plan in case of crisis situations. The development and implementation of comprehensive image management strategies, which include monitoring public opinion, polling, analysis of the media field and a quick response to negative events, is an important component of successful image management. New media, in particular social networks, have gained a huge influence on the formation of the image of state institutions. It was found that the effective use of these platforms allows not only to improve the image of the institution, but also to establish a dialogue with citizens, ensure transparency and a quick response to public requests.