The practice of applying PR technologies in the activities of Rosmolodezh

The article analyzes the practice of using PR technologies by the Federal Agency for Youth Affairs (Rosmolodezh) as a key tool for the transformation of state youth policy. The author examines the evolution of the department from a bureaucratic regulator to the role of a "navigator of opportunities", describing in detail a multi-level communication architecture based on a meta-image, service-platform solutions and thematic tracks. The study shows that the strategic use of rebranding, digital platforms, targeted communication and visual semantics allows not only to effectively promote government programs, but also to create an ecosystem of dialogue. As a result, a stable connection with the audience is formed, transparency and demand for initiatives among young people are increasing. The main conclusion is that the systemic PR approach is not a decorative element, but a factor ensuring the transition from vertical management to horizontal support, which increases the involvement of young people in the socio-economic development of the country.