IMPROVING THE COMPETENCE MODEL OF A JOURNALIST OF THE MUNICIPAL MASS MEDIA

Fursov Аndrew L., Khayrullin Mars Faritovich, Vorobyev Dmitry Igorevich, Dyakov Viktor Fyodorovich

Information openness of public authorities and local self-government is not only a necessary element of the implementation of a permanent and reliable communication between citizens and their representatives in government, but also a means of effective functioning of the authorities themselves. The more urgent it becomes to attract a wide audience to discuss the problems of the municipality on the information platforms of the municipal media. And, on the contrary, the departure of the audience to sites beyond the control of officials threatens to increase social apathy, the unwillingness of the population to participate in social transformations, which, in turn, will increase the degree of social tension and distrust of the authorities. The development of information openness depends on a well—developed and applied model of competence of a journalist of the municipal media - a tool of personnel management and a key element of the strategy of any organization. It includes a set of competencies necessary for the successful performance of a certain job in a given organization. The article presents the results of a pilot survey of representatives of the municipal media management of various regions of the Volga Federal District on the model of competencies, the holders of which can count on priority employment in the editorial office of the local government. It is shown that in the conditions of digital transformation of the interaction of the public authorities and local self-government with citizens and associations of citizens, the skills of journalists, caused by changes in media behavior and media consumption, the «multimedia» of content, the adaptation of journalists to faster work with new ifnormational technologies and social networks, acquire priority demand.

Keywords:professional competencies, municipal administration, public administration, digital transformation, social networks, journalism, mass media