Author: PhD N.F. Muratova – analyst and media consultant, Info Capital Group. In 2004 she graduated from the Master’s Degree in International Journalism and Mass Communication. Since 2012 assistant professor “Digital Media”  Department in the National University of Uzbekistan. She has an experience working in the international projects on new media, public awareness, PR and educational technologies.

Active involvement of PR services throughout the entire service development period is essential for the efficient public awareness of the state e-services. The activities analysis of the state organizations dealing with promotion of e-services showed a different level of PR-services’ approach to public awareness raise. While in some organizations PR-services are already included in the working group during the development process, the most PR departments, however, get to know about the e-service when it has been launched only. This results in improper development of the PR action plan in respect of the state e-services.

For efficient public awareness and promotion of e-services, it is required to develop a specific action strategy that includes not only a general work plan, but also the analysis of previous activities, and projection of the results, or future changes. In general, the strategy is the art of leadership based on extensive knowledge of a particular subject, experience, deep, flexible and competent knowledge of the situation. The strategy is an action plan changeable according to external factors so that to achieve a specific and measurable goal.

Development of PR strategy requires a comprehensive analytical work. It should be understood, how the organization is perceived by the stakeholders, in which environment it is developing, what are the opportunities and risks, which communication channels are the most efficient, what this organization wants to communicate to its audiences and which final results are to be achieved.

The observations showed that, so far, the event-PR (communication by events, private coverage opportunity) is used as the external communication tool for the promotion of the state e-services, however without a single strategy and approach. Obviously, due to the lack of interagency cooperation at the external communications stage, inconsistencies, randomness and spontaneity are often occurred in the general message to the users, and in the overall communication objective.

A full version of the article is available in Russian.