Самоменеджмент і психологічний розвиток персоналу публічної служби у контексті формування довіри як ключового ресурсу PRменеджменту
Self-management and Psychological Development of Public Service Personnel in the Context of Building Trust as a Key Resource of PR Management

Summary/Abstract: The aim of the article is to provide a theoretical substantiation and empirical verification of the impact of self-management and psychological development of a public servant on the formation of public trust as a strategic resource of PR management in the system of public administration. The paper reveals the mechanisms of interaction between the internal personal characteristics of a specialist and the effectiveness of external communications of public institutions in the context of digital transformation and increased demands for government transparency. Within the framework of the study, a comprehensive analysis of scientific sources was conducted, and a sociological survey of 156 respondents from the central region of Ukraine was carried out to assess the influence of personal competencies of public servants on the level of citizens’ trust. The study examined such psychological factors as emotional intelligence, empathy, and stress resistance, as well as structural elements of self-management: self-regulation, self-organization, and self-reflection. According to the survey results, 81% of citizens associate the emotional instability of a public servant with distrust, while the key factors in forming a positive image are honesty (72%) and openness (58%). Based on the obtained data, a three-level model of trust formation (internal, behavioral, and outcome levels) was developed, demonstrating that self-management is a key mechanism for transforming psychological potential into effective public behavior. It is concluded that the effectiveness of PR management in the public sector directly depends on the personnel’s ability for self-regulation and authentic communication. Prospects for further research include the integration of the proposed model into professional training practices and HR systems of the public service to strengthen the legitimacy of managerial decisions.

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