CLIENT-CENTRICITY AS A NEW CONCEPT IN PUBLIC ADMINISTRATION ADVERTISING AND PUBLIC RELATIONS

UDC 351
DOI: 10.36871/ek.up.p.r.2024.09.13.009

Authors

Tamara V. Borovikova,
Doctor of Pedagogical Sciences, Candidate of Economic Sciences, professor Russian State University for the Humanities, Moscow, Russia
Aleksandr N. Kulikov,
Head of the press service, Federal Service for Alcohol Market Regulation, Moscow Russia

Abstract

The article analyzes the current situation in public administration in the Russian Federation against the background of the introduction of standards of client-centricity in the provision of public services and the implementation of public functions. Proposals are being considered to optimize individual public administration processes within the framework of a client-centric approach.

Keywords

public administration, client-centricity, state for people, state for business, external client, public services