Palavras-chave
Public administration
Target audience
Strategic goals
Communication model
Como Citar
Resumo
Em um ambiente internacional complexo, as comunicações estratégicas desempenham um papel importante na determinação da soberania, da segurança e da posição do Estado no cenário mundial. O estudo tem como objetivo desenvolver um mecanismo para o gerenciamento eficaz das comunicações estratégicas pelo Estado. Os autores do artigo consideram o conceito de comunicações estratégicas e diretrizes, mecanismos e abordagens conceituais para o gerenciamento de comunicações estratégicas. Usando os métodos de análise de documentos e pesquisa com especialistas, os autores analisam a experiência mundial de comunicações estratégicas para a condução de políticas internas e externas por vários Estados. Os autores também descrevem o papel das comunicações estratégicas na solução das tarefas mais importantes de política interna e externa. Para concluir essas tarefas, os administradores públicos precisam desenvolver e implementar estratégias de comunicação abrangentes que usem tecnologias inovadoras, levando em conta as diferentes exigências e preferências das partes interessadas. Para aumentar o efeito comunicativo do Estado sobre os públicos-alvo internos e externos, os autores propõem melhorar o gerenciamento estatal das comunicações de massa com base em um modelo de diálogo de comunicações estratégicas.
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