PUBLIC RELATIONS IN GOVERNMENT INSTITUTIONS AS A MECHANISM FOR POLITICAL CULTURE FORMATION DURING SOCIETAL TRANSFORMATION: UKRAINIAN CONTEXT

Abstract

This article examines the transformative role of public relations in government institutions as a fundamental mechanism for political culture formation during periods of societal transformation, with particular focus on the Ukrainian context in 2025. The research analyzes how contemporary public relations strategies in state governance contribute to democratic consolidation, transparency enhancement, and citizen engagement within the framework of Ukraine's European integration process and post-conflict reconstruction efforts. Through comprehensive analysis of public administration reform initiatives, digital transformation programs, and citizen-government communication patterns, the study reveals significant correlations between effective public relations practices and the evolution of democratic political culture. The findings demonstrate that strategic implementation of public relations mechanisms in government institutions serves as a critical catalyst for political culture transformation, particularly in contexts of democratic transition and institutional modernization. The study identifies key challenges and opportunities in leveraging public relations tools for sustainable political culture development, including the integration of digital platforms, community engagement strategies, and transparency initiatives. The research contributes to understanding how public relations functions as both a technical instrument of governance and a foundational element in democratic political culture formation during transformational periods.