PR ACTIVITY OF AUTHORITIES IN MODERN INFORMATION SOCIETY

Abstract

The article analyzes the specifics of PR activities by public authorities and local governments. Both traditional forms of PR, which have clear legislative regulation and are carried out by the relevant structural units, and current trends in the modern information society are identified. It is determined that such a trend is the implementation of the principle of publicity in PR activities through the purposeful creation of the transparency illusion. Also trending are the use of technologies for continuous online broadcasting (either on television or through Internet resources) of official events, coverage of individual PR-campaigns; integration of PR-activities of government bodies with personal PR of heads of structural subdivisions; introduction of different types of advertising communication. Keywords: PR-activity of public authorities and local self-government, forms of PR, legislative regulation of PR, the principle of publicity in PR-activity, advertising communication.