Local government media resources in the context of communication challenges: typology experience

INTRODUCTION. Local government bodies are facing new communication challenges that arise not only from technological processes but also from social ones. These include convergence, engagement and participation, the speed of media consumption, the priority of experiences over information, the staffing potential of press services and the professionalism of employees, and the localisation factor. The mechanism of interaction between municipal authorities and residents is changing and is determined by increased demands for the timeliness, transparency, and reliability of the information being disseminated. The need to find relevant media resources for interaction with the population is increasing. The article addresses the issue of applying traditional and new media in solving the tasks of local government bodies in localised conditions. The issue of the lack of typologization of media resources of local government bodies is raised, despite the fact that the communication activity of state authorities has repeatedly been in the focus of research attention. The author aims to formulate a classification of media resources that can meet the interests of the local media environment. The role of media resources in the communication system of a municipal entity is considered. MATERIALS AND METHODS. As part of the study, the system of communication channels between the authorities and the public in the local media environment of the municipal entity was examined. The leading methods are generalization and classification methods. RESULTS AND DISCUSSION. Based on the results of the study, new classification of media resources was developed, which differ from each other depending on the communication capabilities for solving the problems of local governments. The classification includes 4 categories of media resources: controlled, interacting or loyal, uncontrolled and others. An important aspect is that the media resources of local government bodies are not limited to the territory of the municipal formation, but are united by the interests of the local media environment. The academic and practical significance of the research is justifies. CONCLUSION. Local government bodies can use both new and traditional media to address a wide range of tasks related to providing reliable and timely information, increasing audience loyalty and trust, functioning of legal relations, and engaging citizens in the decision-making process. The formulated model of media resources for local self-government bodies can serve as a catalyst for new research and the development of information and communication strategies by press service employees of municipal authorities.