TECHNOLOGIES OF IMAGE FORMATION ON THE EXAMPLE OF CIVIL SERVANTS OF DIFFERENT LEVELS AND TYPES

Abstract

The process of forming the image of a civil servant should be carried out in two directions: influencing the external environment – public opinion, using the media, and the internal environment – the formation of a personal image. The rationale for the need to form a stable positive image of a civil servant has been presented in the article. The most popular image formation technologies, their concepts, characteristics and goals, as well as their application methods have been considered. The use of image formation technologies has been studied on the example of Russian civil servants at the Federal and regional levels, as well as civil service and military service. The features of the direction in forming the image of each of these types have been analysed.

Keywords

• civil servant
• formation
• image
• image
• levels of public service
• power
• pr-technologies
• types of public service