THE ROLE OF DIGITAL TECHNOLOGIES IN THE DEVELOPMENT OF PUBLIC MANAGEMENT OF ADVERTISING ACTIVITIES AND COMMUNICATION POLICY FOR THE FORMATION OF STATE SECURITY

Abstract

The influence of digitalization on the communication and advertising policy of the state in the context of increasing public influence and the formation of the security system is studied. It was emphasized that it is important to systematically monitor the effectiveness of communication and advertising strategies and measures used by the state to interact with the public and form a positive social influence and the appropriate level of the state. We believe that studying the impact of advertising in official publications (in particular, Internet advertising) on the public allows us to assess how government communication affects the public, its awareness and perception. Identification of insufficiently transparent or unreliable practices of communication policy, which can help identify cases of misinformation, unreliable communication and contribute to the improvement of communication policy, increasing public trust in the actions of the state. In this context, the current legal framework of Ukraine in the field of advertising and communication activities was analyzed. It is recommended to use new technologies and communication tools, improve transparency, ensure access to information and increase activity in interaction with the public and increase your influence on society through the introduction of effective strategies and measures of advertising and communication policy. It was determined that the state's active use of advertising, mediatization, mass media and social networks, establishing relations with journalists, publishing press releases on websites, as tools of communication with the public, ensures participative management, involvement of the public in dialogue.