Political management is a concept for the main form of regulation of public relations, which is characterized by the following features:
1) the absolute nature within the political organization
2) is carried out through the authority of the state
3) is related to the solution of management tasks
There are three approaches to the concept of political governance.
Classic:
1) technocratic. the main in political management are those subjects of management that implement the adopted political decisions;
2) Cybernetic governance is a system with a certain structure; it can be studied and predicted by means of analysis and methods of mathematical modeling;
Non-classical.
1) elitist - the main thing in political management is the political elite - those subjects of management who develop and make political decisions;
2) communicative: management is the interaction, mutual understanding of managers and administrators;
Neoclassical.
1) Activity: management - problem-solving activity; activity theories describe structure: purpose - means - result - environment and connect management with integration, mobilization and regulation of social relations.
2) Synergetic. Management is a joint energy activity that strengthens the impact.
Within the framework of the classical approach: a mechanistic model of political governance. The program-targeted, "rigid" model, which is based on the logic: "purpose - means - coercion", does not take into account the internal organizational resource (human factor) and assumes that the organizational resource is sufficient. Strengths of this model are wide use of scientific methods of development of various programs, concentration of efforts and resources, effective control of the process of implementation of concrete plans; weaknesses - construction of a political system as a model of its desired structure gives rise to a managerial illusion that power is all-powerful.
Within the framework of the nonclassical approach: the organic model.
It is oriented, first of all, on the possibilities of the controlled system to development, it is soft, because it is based on the change of undesirable behavior of elements of the controlled system not by external coercion, but by creation of corresponding internal conditions for correction of this behavior in the necessary direction. This model takes into account the organic resource (the human factor), is based on the understanding that it is necessary to manage specific people and it is necessary to create conditions for people to realize their abilities in the necessary direction. The logic of the organic model: "the goal is human resources - the result".
Within the framework of the neoclassical approach: synthetic and initiating resonance.
Synthetic. On the one hand, it is guided by some universal patterns set by a more developed social system, and on the other hand, it assumes that these patterns are not copied, but adapted to a different sociocultural environment by mobilizing the potential of the modernized society itself.
Synergetic. Includes the following principles: management is a choice that is limited by the spectrum of potentially possible structures of a controlled system; it is necessary not to "build" ("rearrange") the system, but with the help of "initiating resonance" influence to bring it out on its own and desirable attractor of development and thus to achieve significant (resonance) results at minimal administrative costs.
Political technologies.
Political technology is a concept for a set of principles, methods and procedures that have the following characteristics:
1) are used by subjects of political activity;
2) contain methodological guidelines and methodological recommendations for effective solution of political problems and achievement of certain political goals
There are a variety of political technologies available. The most important of them:
1) Political marketing
2) political advertising
3) "Public relations" (public relations)
4) "political consulting" (political consulting)
Political marketing is a system of organization of effective activity of subjects in the political market. The main purpose of political marketing is to promote political ideas by forming a corresponding demand for them from the population and "conquering" a certain segment of the political market. The main elements of political marketing are: 1) study of the political situation (political market); 2) collection of information about the political environment; 3) planning of political actions taking into account the real possibilities of the subjects of political interaction. The most powerful political organizations create special marketing services that develop and implement the political strategy and tactics of these organizations.
Political advertising can be seen as a special form of communication, the objectives of which are: 1) Communicating to the public certain political objectives and attitudes; 2) bringing them into line with the expectations of different social groups; 3) building an appropriate political image on this basis. The effectiveness of political advertising depends on the extent to which it is accessible, original and emotionally memorable in order to achieve these objectives. One of the conditions for the success of political advertising is the definition of basic slogans that present the goals and attitudes of political actors.
Activities in the sphere of "public relations" are connected with the organization of direct influence on public opinion, voter, power, political competitors. This activity consists in establishing communication links between the political subject and the public by means of mutual coordination of their interests, providing the public with certain information aimed at changing the mentality of various social groups and individuals. Therefore, "public relations" is an advertising and propaganda type of intellectual support of a politician or political organization. Influential political organizations usually have a special structure for "public relations", which includes 1) Press service; 2) Advocacy planning department; 3) Political party and social movement relations department; 4) Press relations department; 5) Public Opinion research group; 7) Speechwriting group; 8) Image-makers group.
Specialists in the field of "political consulting" - specialists in fundraising, public opinion polling, direct (targeted) advertising, media advisors, public relations advisors, organizers-strategists.
