PUBLIC SECURITY COMMUNICATION ON SOCIAL MEDIA

Santrauka

The topic of public security communication opportunities and challenges in social media is relevant, because social media help to spread information faster and communicate with that part of society that uses and follows information in social media. As a result, these media become a strategic communication tool for public security institutions, disseminating relevant information and strengthening the responsibility and transparency of institutions in communication with the public. This communication depends not only on technological capabilities, but also on the ability to combine legal, ethical and professional principles, because only in this way can it be ensured that public security communication in social media would be a sustainable tool for institutions to strengthen public trust in them. Therefore, the object of the study is public security communication in social media, and the goal is to analyze the opportunities and challenges of public security communication in social media.

After reviewing the scientific literature and conducting research, it can be noted that the communication of public security institutions is very important, because in this way the sense of public security and trust is ensured, and social media constitute an important medium for the rapid dissemination of information. Although the public sees and evaluates this communication positively, institutions face significant challenges when communicating via social media – disinformation, lack of resources and time, limitations of algorithms. In order to ensure public security more effectively, consistent communication, communication formats that meet the needs of the public, and targeted work to combat misleading information are necessary.

The quantitative data on public security communication in social media suggests that both the public and public security institution representatives recognize the significance and potential of these platforms, yet their assessments diverge in several respects. The public generally evaluates institutional communication positively—most respondents find it useful and trustworthy—while also emphasizing that institutions should post more content. In contrast, representatives of public security institutions highlight different core difficulties, including limited resources and time, the need to address misinformation, and reduced reach caused by platform algorithms. The comparison also indicates that the communication formats currently used by institutions across various social media channels do not fully align with societal expectations, which implies that the opportunities offered by social media are not being utilized to their full extent in this field. To improve the situation, communication should be better tailored to public needs and the practical possibilities available.