FORMATION OF COMPETENCIES OF CIVIL SERVANTS IN THE FIELD OF MARKETING COMMUNICATIONS IN THE CONTEXT OF MODERNIZATION OF PUBLIC ADMINISTRATION

Abstract

The article examines the peculiarities of the formation of socio-communication competencies of civil servants during the transformational processes taking place in public administration. The analysis of scientific approaches to the interpretation of the categories «marketing communications» and «system of marketing communications of subjects in public administration» is carried out. The main communication skills that a civil servant should possess are identified, including verbal, non-verbal, written, interpersonal, intercultural, and digital. It is established that a fundamental condition for laying theoretical knowledge and primary practical skills in the field of socio-communication is professional training and regular professional development. A special place in this process is occupied by the institutionalization of a continuous system for the development of socio-communication competencies of civil servants, which, in particular, involves the integration of requirements for socio-communication competencies into professional standards. It is determined that an effective communication policy is impossible without the introduction of modern technologies, and therefore, the training of civil servants in the effective use of digital tools for communication and feedback. Critically important for the proper use of modern communication technologies is raising the level of digital literacy of civil servants. It is noted that in modern conditions, the use of artificial intelligence technologies opens up new opportunities for optimizing communication processes in the field of public administration.