SOCIAL ADVERTISING AS AN EFFECTIVE TOOL FOR STRATEGIC COMMUNICATIONS AND PUBLIC MANAGEMENT

Abstract

The article is devoted to the study of social advertising as an effective tool of strategic communications and governance in a territorial community under the conditions of decentralization and transformation of the public administration system in Ukraine. The relevance of the topic is determined by the growing role of communicative interaction between local selfgovernment bodies and community residents, the need to increase public trust in authorities, enhance civic engagement, and promote socially responsible behavior The article analyzes scientific approaches to defining the essence of social advertising, its functions, and its place within the system of strategic communications. It is substantiated that social advertising performs not only an informational function but also managerial, motivational, and regulatory functions, contributing to the achievement of strategic goals of community development. Special attention is paid to the applied aspect of using social advertising as a mechanism for influencing behavioral models of residents and supporting managerial decisions at the local level. The main directions of applying social advertising in the activities of local self-government bodies are outlined, particularly in the areas of urban improvement, environmental responsibility, safety, civic activity, and social solidarity. Emphasis is placed on the importance of strategic planning of social advertising, consideration of target audience needs, and the use of modern communication channels to increase its effectiveness. It is concluded that the systematic integration of social advertising into the communication policy of a community contributes to improving governance effectiveness, strengthening social cohesion, and ensuring the sustainable development of territorial communities