ДИГИТАЛНИЯТ ИМИДЖ НА МЕСТНАТА ВЛАСТ – PR ПРАКТИКИ И КОМУНИКАЦИЯ С ГРАЖДАНИТЕ В РАЙОН „АСПАРУХОВО“ – ОБЩИНА ВАРНА
Информация
Автор: Сияна Атанасова Шуменски университет „Епископ Константин Преславски” специалност Връзки с обществеността ОКС бакалавър
Научен ръководител: гл. ас. д-р Емилия Енчева
Рецензент: проф. д-р Добромир Добрев
Шуменски университет „Епископ Константин Преславски“ Катедра по журналистика и масови комуникации 2026 ============================= Abstract: The text examines the role of public relations and digital communication in building and maintaining the image of local government. The focus is on the Asparuhovo district - Varna Municipality, as a specific example of interaction between the district administration, citizens, media, local communities and public organizations. The analysis traces the theoretical foundations of PR in the public sector, the features of the digital image, the communication channels used, the importance of social networks, public initiatives, event management and anti-crisis communication. The article also presents the results of the survey conducted within the framework of the thesis among 30 representatives of the district and an interview with the mayor of the Asparuhovo district Ivaylo Marinov. The results show a relatively positive attitude towards the digital presence of the district, but at the same time outline the need for more systematic feedback, higher activity in social networks and wider inclusion of citizens in the processes of local government. On this basis, practical recommendations are formulated for improving PR activities and for more effective use of digital tools.
Key words: public relations, digital communication, digital image, local government, social networks, civic participation, Asparuhovo region.
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