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Information through which public opinion is formed is initially formed on the basis of the goals of the state, and at the stage of its transmission is adjusted and changed under the influence of the repeater (the media). The mechanisms of public influence on the flow of information are not significant and not essential. In the process of communication of the authorities with the population, feedback is not sufficiently represented. For effective interaction feedback should be understood as a systematic flow of data on the impact of information on public opinion on a particular issue and on public consciousness, in general. The work contains: the basic theoretical provisions, channels and mechanisms, the formation of public opinion, analysis of organizational characteristics of information interaction processes of authorities and the population, analysis of the problem field in the control system of the process of formation of public consciousness, as well as analysis of the process of formation of public opinion as communication and information interaction between state and public structures, as well as effective program actions and main directions of improvement of public awareness.