DIGITAL PUBLIC MARKETING AS A KEY TOOL OF STATE INFORMATION POLICY

Abstract

The article is devoted to the view of public marketing as a key tool of the state’s
information policy. In particular, the key areas of implementation of state information policy in modern
conditions are identified; the currently unresolved issues of state information policy are identified; the role
of digital public marketing as a key tool of state information policy is substantiated.
It is emphasized that in the process of determining of the key directions of state information policy,
it is necessary to take into account the current conditions of development of society, namely creation of
an information society, which, in turn, contributes to the spread of globalization processes, the elimination
of communication barriers both at the state level and at the public level.
It is shown that in order to intensify Ukraine’s integration into the global information space, it is
advisable to develop and implement a number of measures for in-depth computerization, in particular,
combining domestic information resources with global ones.
It is noted that the key areas of implementation of state information policy in modern conditions
should include: ensuring freedom of speech; creating favorable conditions for organizing of free access to
information; preserving of public morality; activating of development of competition in the field of mass
media and information and communication technologies; promoting of attraction of investment resources
in development of information and communication technologies; ensuring of open and transparent
activities of state authorities and local self-government bodies; protecting of cultural and linguistic identity,
digitizing pf cultural heritage; organizing pf the fight against improper use of modern information
technologies; ensuring of information security; protecting of personal data; protecting of the inviolability of
private life; forming of a positive image of state bodies and the country as a whole.
It is noted that implementation of digital public marketing tools within the framework of state
information policy makes it possible to: save time and resources, increase transparency, increase
involvement and rapid response ‒ instant communication in crisis situations or emergencies.