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DIRECTION OF INFORMATION FLOWS AS A FACTOR OF EFFECTIVE PUBLIC GOVERNANCE

The article emphasizes that the exchange of information is an important part of public administration. It is noted that most scientific publications on this issue are devoted to the introduction of e-government. It is shown that for stable and effective community development it is necessary to establish a bilateral exchange of information. The main complexity of this process is that society is a complex dynamic system in which you can select individual groups. Examples are groups: youth, people of retirement age, IDPs. The latter group is divided into subgroups. This is an additional proof of the complexity of the system in which information exchange takes place. The different orientation of the interests of individual groups allows us to formulate the first task of information flow management. This is an analysis of the environment in which information is exchanged. It is determined that one of the main conditions for the effectiveness of information exchange is its accessibility. It is shown that this concept applies not only to people with reduced mobility. The next task of management is to monitor the problems that concern certain groups. On the basis of such monitoring, it is possible to establish concrete purposes, to define methods of their achievement. It has been shown that the structure of social protection services should be reviewed in order to obtain information from groups requiring support. It is necessary to organize a department that should collect information about the needs of this group and disseminate information about the opportunities provided by the government. The principles of information support that allow to improve information exchange are highlighted. These include: reliability of information; topicality; content; focus on certain social groups; the ability to convey information to target groups; the degree of discussion of information in making management decisions; continuity of information provision taking into account changes in the internal and external environment; information presentation culture.