THE INTEGRATED APPROACH TO COMMUNICATION IN PUBLIC ADMINISTRATION

Abstract

The article reveals the essence of the integrated approach to communicative interaction in public administration. Based on the analysis of scientific publications, it has been proved that the elements of communication interaction forms (direct, mixed and mediated) depend on interpersonal, group or mass communication and require revision. The model of integrated communications in public administration has been developed; each of the elements has been described: non-commercial advertising, Public Relations (surveys, media monitoring, deliberative formats, public hearings, public consultations, public expertise), branding, Event marketing, Digital marketing with its components as Direct marketing, messenger marketing, lead generation, content marketing, targeting, social media marketing, copywriting. The article explains the elements to be used in partial or complete integration. It has been noted that only an integrated approach to the communication activities of the authorities and local government will achieve sustainable interaction with the public.