Формування позитивного іміджу підприємств у суспільстві та органах влади

Abstract

UK: Актуальність статті полягає в тому, що зв'язок із громадськістю - «паблик рилейшинз» (Public Relations) та позитивний імідж органів влади – у всьому світі відомий як важливий елемент ділових і, у тому числі, політичних стосунків. Сьогодні ми можемо говорити про PR як про новий рід діяльності, який відіграє важливу роль у розширенні меж політичного управління, в роботі урядів, державних служб і недержавних ін- ститутів та організацій (громадянського суспільства). Імідж стає найважливішим чинником конкурентоспроможності підприємства; зростанням нестабільності і непевності ділового середовища, пов’язаним із прискоренням інформаційних процесів і, відповідно, прийняттям рішень; посиленням залежності успіху діяльності підприємства від стану зовнішнього середовища. EN: The growing relevance of public relations is due to such important factors as the complication of the socio-psychological environment of the enterprise, due to the increase in the number of its participants and the growth of their education. Image is an important factor in the competitiveness of the enterprise; the growing instability and uncertainty of the business environment associated with the acceleration of information processes and, according to the decision-making; an increase in the dependence of the success of the enterprise on the state of the external se-repository. The relevance of public relations in the Ukrainian market is also due to the co-authorship of collectivist psychology and the globalization of commodity, labor and capital markets. Doing business in Ukraine at the level of the requirements of global competitiveness in the conditions of globalization implies the competent use of public relations by Ukrainian enterprises. For successful operation of an enterprise in a market environment, one of the most important prerequisites is the formation of its positive image among the public, that is, the circles of people, united by certain characteristics, with which the company must cooperate in order to achieve its goals. The circle of such people lies not only with consumers, employees of partner companies, executive organizations and government agencies, but also employees of a separate firm. Formation of the image of the state is a strategically important task of leaders of all countries of the world. Most countries of the world are interested in what image they have in the world community and whether they have at all. It is known that a well-organized and purposeful state policy aimed at forming an image is the driving force not only for consolidating the achievements already made, but also the key to building the necessary impression with all possible means and decisions of the state on the international scene. The formation of a positive international image of Ukraine is connected with the necessity of proper presence of our state in the international information space and the development of a systemic coordinated information policy. One can state today with certainty that during the whole period of its existence in the status of an independent state, Ukraine had done very little to create its own positive international im-ju. Ukraine has not succeeded in developing and implementing an effective program for building its own positive image abroad, having favorable conditions immediately after independence.