STRATEGIC COMMUNICATIONS AS A TOOL FOR IMPLEMENTING THE STATE HUMANITARIAN POLICY

Abstract

The article analyzes the fundamental principles of functioning of the system of strategic communications, which directly or indirectly affect the implementation of the Stat e humanitarian policy. It is found that the state humanitarian policy is the main factor in the legitimization of public authority and can be implemented using the mechanisms of strategic communications of the state. It substantiates its right to govern society and implement a particular strategy in the context of national security. In the context of the implementation of the state humanitarian policy, strategic communications ensure the sustainability of the system of countering information influences. After all, the most important element of counteraction in a hybrid war is the process of communication, direct and feedback from all decision-making entities. It is established that the goals of the strategic communications system as a tool for implementing the State humanitarian policy include the following: strengthening democracy; increasing respect for human beings; achieving the development goals of the State; establishing partnership with civil society; promoting dialogue between conflict groups; increasing the transparency of public authorities; improving relations with the media; increasing the level of trust in the decisions of public authorities; ensuring the management process (internal communication), etc. The main tasks of the system of strategic communications as a tool for implementing the state humanitarian policy, which can increase the efficiency of public administration, in particular in the context of Russia’s large-scale armed aggression against Ukraine are highlighted.