This article examines the strategic interaction between state environmental institutions and the public during the era of global ecological crises and digital transformation. The study analyzes the effectiveness of digital communication tools in shifting the institutional image from a "regulatory body" model to a "social partner" model. Based on the experiences of Germany, Estonia, and Uzbekistan, the practical significance of digital platforms is highlighted, and specific indicators for evaluating communicative effectiveness are proposed.
Strategic Importance of Digital Communication in Transforming the Image of State Environmental Institutions
DOI:
Keywords:
Digital communication
environmental image
PR strategy
Abstract
References
Decree of the President of the Republic of Uzbekistan. (2019, October 30). On approval of the concept of environmental protection of the Republic of Uzbekistan for the period until 2030 (No. PF-5863). National Database of Legal Documents.
Besarova, N. J. (2021). The effectiveness of digital PR technologies in shaping the image of state bodies. Ijtimoiy Fikr. Inson Huquqlari [Social Opinion. Human Rights], 2(94), 45–52.
Castells, M. (2015). Networks of outrage and hope: Social movements in the Internet age. Polity Press.
Grunig, J.E., & Hunt, T. (1984). Managing public relations. Holt, Rinehart and Winston.
Hansen, A. (2018). Environment, media and communication. Routledge.
Karimov, A.A. (2022). The role of the e-government system in the implementation of environmental policy. O‘zbekiston Milliy Universiteti Xabarlari [National University of Uzbekistan News], 1(3/1), 112–115.
Linders, D. (2012). From e-government to we-government: Defining a typology for citizen coproduction in the age of social media. Government Information Quarterly, 29(4), 446–454. doi.org
Statista. (2023). Global social media usage and engagement statistics. statista.com (Accessed: May 10, 2025).