Issues of Developing a Positive Image of Municipal Authorities

Municipal employees are the subject of close public attention, and the results of their activities are largely assessed through the prism of their image. A spontaneously developed image is based on negative stereotypes and outdated perception of the work of municipal officials; it does not reflect reality and adversely affects public trust in local self-government bodies. A deliberately constructed image can serve as a factor in legitimizing decisions and fostering more effective interaction between citizens and municipal employees. Based on an analysis of academic literature and the results of empirical research conducted by the authors (in-depth interviews with state and municipal employees, n = 12), the article examines the structural components of the image of municipal authorities. The authors identify such structural components as the image of the municipal service institution, perceptions of the typical civil servant, and the image of the head of a municipal authority. Each of the image components has its own specificity and influences the image of the other elements. The authors also emphasize the need for active interaction between municipal authorities and both traditional and new media. It is concluded that the effective use of image-building technologies is possible only with the implementation of a unified and coherent strategy that takes into account the features of each component of the image.