The role of media in the civil servant's positive image creation

This article considers the role of the media in the process of civil servant positive public image formation. Today people devote much time to media, getting news and learning new facts and information. This fact allows organizations to use media communication with different target audiences in the process of creating, maintaining and developing a positive image of a civil servant. In addition, the rapid development of the Internet as a new communication channel significantly enhances the capabilities of public servants in spreading image formula information. In the article the analysis of scientific definitions of the category «image» from the point of view of PR and GR is carried out and the necessity of a clear and focused image management is underlined.