STRUCTURE AND FUNCTIONAL OF THE PRESS OFFICE OF THE RIVNE ODA: PROMOTION OF THE FORMATION OF DIGITAL SOCIETY AND ECONOMIC TRANSFORMATION

Abstract

Society requires prompt, regular, clear and concise information about work activity. Instead, secretaries and institutions, departments, information and communication departments can work as "Swan, Pike and Cancer". This is manifested in the fact that they not only respond to the requests of the media or citizens in different ways, but also produce their own news and create exclusive news items. Moreover, regular, prompt coverage of relevant information on various aspects of work creates an image and strengthens the reputation of the establishment. From the side of society, departments, offices, information and communication departments and the press secretary represent power, and everyone's actions affect everyone's reputation. The main focus of information activities of both "actors" in the information field should be: providing citizens with timely, accurate, objective and complete information about their activities; building confidence that all government institutions are open, accessible and accountable to citizens; the government performs its functions efficiently and legally, taking into account the interests and problems of people in the process of developing initiatives and planning government development programs. The second and important aspect of communication activity is work in the conditions of crisis communication. The task of communicators here is to react quickly and be assured that information appears in the information field that damages the reputation of the authorities and when false information is disseminated. In recently years, there has been no increase in the importance of cooperation between media representatives and heads of government institutions. The press often has nobody to turn to to address their concerns. As a result, there have been considerable hurdles in making relevant information accessible to civil society. A number of scientific studies have been published on the topic of the development of digital society, and the introduction of modern information flows through communication technologies. Still, the issue of cooperation between press representatives and state bodies has not been given sufficient attention.