Mikhailova Olga Vladimirovna

The article raises the question of improving the mechanisms of interaction between state institutions and civil structures in the context of digitalization. The author explores two main challenges for modern public administration — virtualization of communication and the expansion of the network landscape of public policy, an adequate response to which allows to increase the adaptability of the political system. The author fixes the problem of the inconsistency of communication strategies used by the state in establishing a dialogue with society. At the same time, the author draws attention to a number of limitations and risks that do not allow state institutions freely use virtual communication channels. The importance of professionalizing online communication and the competent incorporation of social media into the media design of modern public administration is emphasized. Crowdsourcing practices and deliberative online forums are considered promising forms of interaction with the society through the use of Internet technologies for public administration; the conditions for their successful use are disclosed.