COMMUNICATION STRATEGIES: MODELING BUSINESS APPROACHES IN POLITICAL MANAGEMENT (based on the example of the activities of civil society institutions)

Abstract

In the context of globalization, accompanied by growing ethnic diversity, the management of multi-ethnic societies is becoming one of the key tasks of public policy. Of particular importance is the development of effective communication strategies aimed at strengthening civic identity, preventing ethnic conflicts and increasing the level of trust in the authorities. This article is devoted to the issue of identifying the features of communication strategies of political management using the example of the activities of civil society institutions. The approaches and principles of developing a communication strategy for political management by analogy with a business structure are studied using foreign cases as an example. In the first part of the article, the author gives a general idea of ​​​​communication strategies. The main part is devoted to disclosing the answer to the research question: "What approaches and principles for developing communication methods used in business can be successfully applied in political management?" When writing this article, the methods of theoretical analysis, comparison, case study were used. The work identifies successful practices and presents practical recommendations on the issue under study. It is emphasized that the key factors of a successful communication strategy in the modern world are the need to change them, taking into account the influence of information technology.