Self-management and Psychological Development of Public Service Personnel in the Context of Building Trust as a Key Resource of PR Management
DOI:
https://doi.org/10.32515/2663-1636.2026.15(48).114-126Keywords:
public administration, PR management, public trust, self-management, psychological development, public servant, communication effectiveness, emotional intelligence, reputation management, crisis communicationsAbstract
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.
References
1. Honcharuk, N., & Cherednychенко, A. (2022). Modernization of public administration in Ukraine during the war and in the post-war period in the context of European values. Aspekty publichnoho upravlinnia, 10(6), 46-54. [in Ukrainian] https://doi.org/10.15421/152243.
2. Kryvoruchko, I. V. (2023). Public administration during the war: challenges and perspectives. Teoriia ta praktyka derzhavnoho upravlinnia, 2(77), 38-53. [in Ukrainian] https://doi.org/10.26565/1727-6667-2023-2-03.
3. National Agency of Ukraine on Public Service. URL: https://nads.gov.ua/ [in Ukrainian].
4. Obushna, N., & Vasilevska, T. (2023). Talent management in public service: theoretical aspects and innovative practices. Visnyk Kyivskoho natsionalnoho universytetu imeni Tarasa Shevchenka. Derzhavne upravlinnia, 18(2), 85-89. [in Ukrainian]. https://doi.org/10.17721/2616-9193.2023/18-13/14.
5. Oliiarnyk, V. V., & Romanovskyi, O. O. (2025). Formation of citizens' trust in state authorities through two-way communication and digital tools. Efektyvnist derzhavnoho upravlinnia, 3(84/85), 43-47. [in Ukrainian] https://doi.org/10.36930/508406.
6. Citizens’ Assessment of the Situation in the Country and the Actions of the Authorities. Trust in Social Institutions, Politicians, Officials, and Public Figures. http://surl.li/lzzdbm [in Ukrainian].
7. Human Resource Management in Public Service. https://nads.gov.ua/diyalnist/upravlinnya-personalom-na-derzhavnij-sluzhbi [in Ukrainian].
8. Razumkov Centre. (2025). Assessment of the situation in the country: trust in social institutions, politicians, and officials (February – March 2025). https://razumkov.org.ua/napriamky/sotsiologichni-doslidzhennia/otsinka-sytuatsii-v-kraini-dovira-do-sotsialnykh-instytutiv-politykiv-posadovtsiv-ta-gromadskykh-diiakh-stavlennia-do-vyboriv-pid-chas-viiny-viira-v-peremohuliutyberezen-2025r [in Ukrainian].
9. Balan, O. S. (2024). A Model for Innovative Human Resource Management Technologies Implementation into the Civil Service of Ukraine. Economics: Time Realities. Scientific Journal, 6(76), 17-26. https://economics.net.ua/files/archive/2024/No6/17.pdf [in Ukrainian].
10. Public Administration in Ukraine: Assessment against the Principles of Public Administration. https://www.sigmaweb.org/en/publications/public-administration-in-ukraine_078d08d4-en.html [in English].
11. Sochynska-Sybirtseva, I., Tushevska, T., Dorenska, A. (2025). Cutting-edge professional career management technologies in the public service. Sustainable Development of Economy, (5 (56), 269-275. [in English]. https://doi.org/10.32782/2308-1988/2025-56-37.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Iryna Sochynska-Sybirtseva, Anna Dorenska, Tetyana Tushevska
This work is licensed under a Creative Commons Attribution 4.0 International License.
