Публічні комунікації в умовах кризи

Abstract

Автором проаналізовано практичне застосування урядових комунікацій в умовах кризи, зокрема, під час пандемії та карантинних обмежень, що були спричинені коронавірусом SARS-CoV2 на початку 2020 року та інформування населення з початку повномасштабної військової агресії Російської Федерації проти України з лютого 2022 року. Окрему увагу було приділено комунікаційній кампанії Міністерства охорони здоров'я України як центральному органу виконавчої влади України, на який припадає максимальна відповідальність за оперативне та якісне інформування населення щодо стану поширення захворювання. Окреслено важливість розробки та реалізації комунікаційних стратегій в діяльності урядових установ. Також проаналізовано роль соціальних мереж у налагодженні цілодобового оперативного інформування щодо питань здоров'я та безпеки під час війни. The author analyzed the practical application of governmental communications in crisis situations, in particular during the pandemic and quarantine restrictions caused by the SARS-CoV-2 coronavirus since 2020 and informing the population since the beginning of the full-scale military aggression of the Russian Federation against Ukraine in February 2022. Particular attention was paid to the communication campaign of the Ministry of Health of Ukraine as the central body of the executive power of Ukraine, which is responsible for prompt and high-quality informing of the population about the spread of the disease. The author captured the attention to the importance of development and adequate performance of the communication strategies in the governmental activity. Some of the results of the research were gained on the basis of the official statement of Ministry of Health of Ukraine on the author's appeal. In the terms of implementation of medical reform that has been started in 2018 and was aimed to transform the system of providing healthcare in Ukraine, effective and fair budgeting on medical services and improvement of healthcare institution throughout the country it was clarified that neither the authority had the communication strategy for the reform nor the particular team responsible for all communications of the Ministry in public sector. Two biggest crisis communication cases of this authority were studied and the reasons of failure and success were indicated. At the same time, it was noticed how during two years the communication of the Ministry have changed and created a strong channel of important and useful information concerning quarantine restrictions and vaccination process launched. The article also includes author's point of view on the role of social networks in establishing nonstop prompt information on health and security issues during the wartime. The objects of interest were the social media channels that are performing now the function of alarm systems and news reports for most of the population of Ukraine, especially for those who have no access to TV broadcasting or any other classic source of information. The latest sociological researches' results concerning the usage of social media as a source of information and news were analyzed as well.