PROSPECTS FOR THE DEVELOPMENT OF COMMUNICATION POLICY OF LOCAL GOVERNMENT AUTHORITIES IN UKRAINE IN THE CONTEXT OF GLOBAL CHALLENGES

Abstract

The article provides a comprehensive analysis of the prospects for the development of communicative 
policy of local self-government authorities in Ukraine under global challenges shaped by wartime conditions, 
social transformations, technological change, and information risks. It substantiates that, in the contemporary 
governance environment, local-level communication is no longer a supplementary administrative function but 
has evolved into a strategic instrument of public governance that directly affects community resilience, the 
effectiveness of crisis response, public trust in local authorities, and citizen participation in decision-making 
processes. The study examines current academic approaches to public communication within the frameworks 
of digital governance, crisis communication, and open and participatory governance. It also synthesizes 
international standards and recommendations concerning public engagement, management of information 
risks, and inclusive communication practices. Particular attention is paid to the Ukrainian context, where the 
combination of decentralization reforms and wartime challenges intensifies the need for an institutionally mature, 
systematic, and evidence-based communicative policy at the local level. Based on the analysis of international 
and Ukrainian research, the article identifies key directions for the modernization of communicative policy of 
local self-government authorities. These include a shift from fragmented information channels to an integrated 
communication ecosystem; institutionalization of crisis communication and response protocols; strengthening 
inclusiveness and cross-cultural sensitivity of messages; development of participatory mechanisms and effective 
feedback loops; and the implementation of data-driven approaches and ethical use of digital technologies and 
artificial intelligence solutions. The article concludes that an effective communicative policy is a necessary 
prerequisite for enhancing the legitimacy of local government decisions, strengthening social cohesion, and 
increasing the capacity of territorial communities in the context of recovery and sustainable development.