TRENDS OF CITIZENS' TRUST TO LOCAL GOVERNMENT BODIES IN KRYVIY RIH AND COMMUNICATIVE INCENTIVES FOR ITS INCREASE

Objective. The objective of the study is to determine the trends in citizens' trust in the local self-government bodies of Kryvyi Rih and to develop practical recommendations for ensuring effective communication between the local self-government bodies and the public, which would contribute to increasing the level of trust. Methods. When preparing the article, general and special methods of scientific research on the level of public trust are applied, such as empirical, in particular, observation, questionnaires, generalization of independent characteristics, methods of statistical analysis, in particular, consideration of the dynamics of the level of trust, determination of the main development trends, determination of shares, etc. The results. Aspects of the formation of trust in local self-government bodies are studied; its concept is revealed; and its place and role in the functioning of public institutions are shown. It is determined that the problem of a low level of civic activity and civic trust is due to the negative historical context (permanent corruption of the government, its inability to solve the problems of the country's citizens, human rights violations, etc.), the impact of the global pandemic of COVID-19, and the general quarantine, which led, according to the testimony of experts, to a significant deterioration of the socio-political climate in the regions and negative assessments of the activities of subjects of power and state institutions and institutions. It is noted that this leads to the spread of distrust and destructive attitudes among citizens, which can mean not only another deterioration of the authority's reputation but also creates the basis for mass protests with both social and political demands. It is emphasized that citizens' trust in public authorities should be considered, firstly, as one of the main factors increasing social well-being and, secondly, as a driving force for effective social development through the implementation of reforms. It should be noted that Ukrainian society in recent years has remained one of the most dissatisfied and distrustful in Europe. There is a low level of trust in government institutions, regardless of who heads them. The authors made an attempt to research the trends of citizens' trust in local self-government bodies using the example of interaction between local self-government bodies and the Kryvyi Rih community. It is emphasized that, despite the Kryvyi Rih City Council's sufficient efforts to ensure the improvement of public welfare and the quality of administrative service provision, the pole of citizen distrust significantly prevails, but these results can also be evidence that society is ready for changes and reforms in the field of local self-government. The authors propose a complex of strategically important measures, including communication measures, to increase the level of trust in local self-government bodies, which are of practical importance, especially at the present time when martial law is in effect on the territory of Ukraine. The authors believe that it is necessary to develop a crisis communication strategy known as "Friendly Self-Government," which would allow the Kryvyi Rih City Council to ensure proper crisis communication capacity through clear instructions on the procedure of actions of the main managers, members of the anti-crisis team, and spokespersons in the event of a crisis situation, and which would take into account the psychological burden residents of the community, allowing to redistribute resources.