Abstract
In modern political systems, public opinion plays a significant role in strengthening trust and maintaining the legitimacy of power. Today, many countries face a crisis of trust in government institutions, the consequences of which impact political stability. Therefore, the effectiveness of political communication between the government and society remains a relevant issue, particularly in the context of Kazakhstan’s adherence to the principles and Sustainable Development Goals (SDGs). The article is devoted to identifying and analyzing the factors and barriers that influence the reputation of public authorities in Kazakhstan. A review of academic literature has made it possible to develop an understanding of the concept of governmental reputation and its relationship with political trust and public expectations. State reputation is viewed as both a resource of power and the result of public perception, shaped by the performance of government institutions, citizens’ experiences in interacting with them, public communication, established trust, and expectations. The article analyzes the role of measures adopted in Kazakhstan to improve feedback mechanisms in political communication. Based on primary and secondary data, the study highlights the characteristics and level of public awareness regarding political processes as an indicator of their impact on the perception of authority. The research emphasizes the issue of communicating the image of public power. Keywords: political reputation, image, government portrayal, public perception, political communication