Aspects of constructing a positive image of a political actor in the crisis

The political realities of the modern post-bipolar world, many of which have a crisis or conflict potential, such as natural and humanitarian disasters, global security threats, world economic recession, cultural-civilizational and information wars, regional and local conflicts, force the actors to seek new means of maintaining reputation and, consequently, to rethink the meaning of some concepts, one of which is political image. Positive, stable and controlled political image is one of the tools to retain power in the modern world, and is also a source of soft power - power of attraction - for States seeking to improve competitiveness. The article substantiates the necessity of formation of a positive image for political actors wishing to increase the competitiveness on the world stage, aiming to overcome the crisis with minimized reputational and image risks. Scientific novelty of the research lies in the author's determination of concept "crisis image strategy", which is understood as a pattern of actions specifically designed by the actor to manage image and reputation in a crisis. Management means in this case prevention of the destruction of a positive image which experiences negative influence of environmental factors, the establishment of measures for combating manipulation of the image by third parties, the development of preventive measures to minimize image risks, as well as building a base for post-crisis adjustments of the image and creation of a new image paradigm. in the analysis of the key features of the formation of the CIS in all phases of crisis - pre-crisis, crisis, post-crisis - as well as in the formulation of specific recommendations to create a positive image for actor in crisis. The author proposes a draft "road map" for the formation of the foundations of the crisis image strategy and formulates specific recommendations for designing or maintaining a positive image for actor in crisis. The study concludes that States and supranational structures, wishing to maintain its leading position on the world stage, must consider the image strategy and crisis image management as integrative part of their general political course.

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