DAMBUEVA VALERIA YU.

The article addresses the problem of deviant behavior prevention among young people. The study revealed the urgency for developing instruments to optimize the process of preventing youth involvement in extremist groups (using Moscow as an example) and identified problems in the organization and implementation of this process.Among the effective methods,the author suggests the use of such instruments as express scanning of situations of extremist tendencies and identification of potential actors of extremist activity at the level of a given organization,hedging of extremist activities (reducing the risk of extremist manifestations in situations of various degrees of uncertainty), reconstruction of «inputs» and «outputs» of both stages, the transformation of the composition and functionality of the main actors in the implementation of the stages and changing the system of strategic orientation of the process.

The article analyses various approaches to assessing the PR activities of commercial organizations and public authorities. The author concludes that there is no comprehensive methodology for analyzing and evaluating the effectiveness of PR activities. This indicates the relevance and the need to develop a special methodology to identify relevant and potential sources for the formation and development of a complex image and reputation characteristics of public authorities with which citizens of the Russian Federation could operate. The basis of the proposed theory is the materials of works on communication by G. Lasswell (model of mass communication, pentad). The method is a system of evaluation parameters, performance indicators, and analytical tools for each structural component of such activities, as well as an algorithm for their analysis and evaluation. When developing this methodology, we try to take into account the maximum number of criteria and performance indicators, but in practice, it is not always possible. To increase the effectiveness of the methodology, the author conducts the structuring of the pentad, which allows to distinguish the main processes of PR activity of a public authority. The assessment of each component of the pentad is a separate study in which we can identify the relevant PR activity processes that require adjustment.

The article describes the invariant profile of the civil service personnel, as well as prospects for developing a motivational profile for the personnel of the Department of Education in the Ivanovo region considering the level of responsibility for making managerial decisions. The formation of highly professional and competent personnel is one of the most significant tasks for improvement in the field of public administration. This requires the introduction of new technologies that motivate civil servants to long-term activities focused on achieving particular results. A significant part of the personnel management system of a public authority is the system for motivating civil servants, which is influenced by many factors related to the civil service field. The author presents a classification of motivational types of civil servants, which was developed based on the concept of motivation management by Richie and Martin, and also outlines specific procedures for implementing the management of the motivational profile of civil service personnel in the Education Department of the Ivanovo region. It is noted that motivation management tools that combine monetary and non-monetary methods, as well as change the very structure of the motivational sphere, are acquiring special significance.