THE IMAGE OF A CIVIL SERVANT IN THE STRUCTURE OF PR STRATEGIES

Abstract: This article examines the role of PR strategies in shaping and developing the image of a civil servant within the modern public administration system. It highlights the importance of effective public relations, strengthening public trust, ensuring transparency and openness of government institutions, and improving communication between the state and society. The study also offers scientific and practical recommendations for managing the image of civil servants through modern information and communication technologies, digital platforms, and social media.