Strategic Communication: How is Ukraine Managing Its Public Relations Campaign?
Since the start of the Russian-Ukrainian war in February 2022, Kyiv has effectively launched an intensive public relations campaign aimed primarily at garnering popular and official support from Western countries, influencing global public opinion, and securing necessary military and economic assistance. This effort has highlighted the power of strategic communication in modern warfare. Ukraine’s effective use of media, digital platforms, and various diplomatic channels has helped shape a specific narrative of the war among Western officials and the public, ultimately influencing the dynamics and course of the war nearly two and a half years into its beginning.
Interwoven Dimensions
Since 2022, Ukraine has effectively managed its public relations campaign to rally Western support during the war by employing a range of tools, which can be outlined as follows:
Role of Zelensky: Ukrainian President Volodymyr Zelensky’s actions have been at the forefront of Ukraine’s public relations campaign. Leveraging his media expertise, he has crafted a powerful and influential narrative about the conflict, framing Ukraine’s struggle as a fight for democracy. His speeches, often delivered via social media or television, directly appeal to the international community, portraying Ukraine’s efforts as essential for defending democratic and Western values against Russian aggression. Zelensky has emphasized shared democratic principles and the moral imperative to support Ukraine in his diplomatic tours since the war began. He has made key visits to the United States, Germany, France, the United Kingdom, and participated in European Union and NATO summits to highlight Kyiv’s need for military aid and Western political and economic support, which has often resulted in pledges to increase such assistance.
Utilization of Social Media and Digital Platforms: Social media has become a crucial element in Ukraine’s public relations strategy. Platforms like Twitter, Facebook, and Telegram are used to provide real-time updates on the conflict to domestic and international audiences, ensuring that the Ukrainian perspective on the war remains prominent. These efforts aim to mobilize popular support, amplify the voices of the Ukrainian diaspora, and keep the conflict in the global spotlight.
Engagement with Western Media: Ukraine has facilitated access for journalists from major global media outlets to cover the war from the frontlines, ensuring that coverage highlights Ukrainian resilience against what it portrays as unjustified Russian aggression. This has helped make the Ukrainian narrative of the war more relatable to Western audiences. Additionally, Ukraine occasionally organizes interviews with senior officials, including President Zelensky and Foreign Minister Dmytro Kuleba, timed to coincide with significant moments in the conflict, ensuring that Ukraine’s messages reach Western audiences and continuously mobilize Western solidarity and aid.
Roles of Lobbying Groups: Numerous estimates indicate that lobbying groups in the United States are working to persuade members of Congress to continue and intensify U.S. military and financial support for Kyiv. Leading these efforts are prominent figures within American society, such as businessman Richard Edelman, Ukrainian government lobbyist Daniel Vajdich, SKDKnickerbocker CEO Steven Krupin, and YourGlobalStrategy founder Shay Franklin, known for his connections to Jewish and Zionist organizations. In this context, Ukraine has enlisted the help of several consulting and public relations firms to assist in rallying international support and influencing global public opinion during the war, including:
Edelman: This leading American public relations firm has played a significant role in supporting Ukraine by leveraging its extensive experience in strategic communications and media relations. Edelman has focused on managing major media campaigns and securing appropriate coverage to amplify Ukraine’s narrative. This has involved coordinating press briefings, facilitating interviews with Ukrainian officials, and crafting impactful content that highlights the conflict’s negative impact on global security. The firm has also occasionally drafted public speeches and statements for Ukrainian leaders to ensure alignment with Western democratic values.
SKDKnickerbocker: A prominent American public affairs and political consulting firm with close ties to the Biden administration, SKDK has played a crucial role in supporting Ukraine by helping the Ukrainian government and its allies craft and disseminate war-related messages and narratives to Western audiences. SKDK has highlighted human rights abuses by Russian forces in its campaigns, aiming to rally public opinion and pressure the West to take a stronger stance against Russia. Additionally, SKDK has utilized its extensive network within U.S. political circles to advocate for increased support for Ukraine, secure critical aid packages, and maintain bipartisan support for Ukraine in the U.S. Congress. Its efforts have helped maintain a strong and unified Western front in support of Ukraine against Russia.
YourGlobalStrategy: Known for its strong ties to Jewish circles, this strategic consulting firm has actively supported Ukraine by networking with Ukrainian officials to enhance and redirect their diplomatic efforts. The firm has also provided an effective platform for engaging Jewish communities and Israel in supporting Ukraine. YourGlobalStrategy has played a key role in encouraging Jewish leaders and communities in the United States and Europe to provide political and military support to Ukraine, thereby enhancing Ukraine’s global standing. The firm has also coordinated with some Jewish organizations and relief agencies to provide food, medical supplies, and financial aid to those displaced by the war, especially Ukrainian Jews.
BGR Group: A leading lobbying and public relations firm based in Washington, BGR Group has played a significant role in supporting Ukraine by advocating for increased U.S. and international aid in Congress as the war continues. The firm has worked closely with representatives of the Ukrainian government and allied organizations to ensure that Ukraine’s needs remain a priority for U.S. policymakers, coordinating media outreach, and organizing and facilitating high-level meetings between Ukrainian and U.S. officials.
Ukrainian Gains
Ukraine’s public relations campaign, launched since the beginning of the war, has achieved several significant gains that have bolstered its ability to withstand continued Russian military pressure. Some of the most notable gains include:
The Ukrainian public relations campaign has played a prominent role in securing extensive military support from Western countries for Kyiv, including advanced Western weaponry, training, intelligence sharing, and logistical support. The United States, NATO members, and the European Union have provided billions of dollars in military aid, including anti-tank missiles, air defense systems, drones, and artillery. Additionally, international financial institutions and Western governments have provided billions of dollars in economic aid, loans, and grants to help Ukraine manage the economic pressures of the war. In this context, the latest statistics from the Kiel Institute for the World Economy indicate that the United States remains the largest provider of aid to Ukraine, with total allocations amounting to €75.1 billion, driven largely by its military aid totaling €51.6 billion. Germany follows with €14.7 billion, the United Kingdom with €13.1 billion, Japan with €9.1 billion, and Canada with €7.2 billion. Overall, Europe—comprising EU institutions, member states, the United Kingdom, Norway, Iceland, and Switzerland—has allocated a total of €110.2 billion, with nearly half (€51.5 billion) earmarked for military aid.
The Ukrainian public relations campaign has highlighted the humanitarian crisis in Ukraine, leading to a massive influx of humanitarian aid from Western governments, non-governmental organizations, and international organizations. The campaign has ensured that Ukrainian refugees receive support and protection in European host countries, offering them asylum, social services, and integration programs.
Ukraine’s public relations campaign has succeeded in keeping the conflict in the global spotlight, ensuring continuous media coverage despite the war’s prolonged duration and the overlap with other global conflicts and developments.
The successful rallying of broad Western support through Ukraine’s public relations campaign has boosted the morale of the Ukrainian people and reinforced the legitimacy of Ukraine’s resistance against Russian forces for sovereignty and independence. The Western support garnered through the campaign has also strengthened Ukrainian national identity, with a growing sense that Ukraine has become a modern symbol of resistance.
Implications of the Ukrainian Campaign
Ukraine’s public relations campaign and its effectiveness in rallying Western support carry several implications, particularly concerning the conduct and management of modern warfare. These implications can be outlined as follows:
Power of Strategic Communications: The Ukrainian public relations campaign has highlighted the importance of strategic communications as a crucial element in modern warfare. The ability to shape narratives, influence public opinion, and rally external support has become as important as traditional military strategies and tactics. This underscores how communications and public relations can be effectively used in conflict situations to complement military efforts and achieve strategic goals.
Globalization of War Narratives: Ukraine’s actions have demonstrated how war narratives can be globalized through digital media and social platforms. Ukraine’s ability to promote its plight and garner broad Western support has proven that in today’s digital age, conflicts are not confined to their geographic locations but can be fought on multiple fronts with clear repercussions and impacts on the global stage.
Role of Leadership in Crisis Communication: President Zelensky’s role in the public relations campaign has highlighted the impact that effective crisis communication can have during conflict. His direct appeals, emotional speeches, and constant media presence have humanized the conflict and made the Ukrainian cause a personal issue for large Western audiences.
Impact of Public Opinion on International Policy: Ukraine’s campaign—especially in the early stages of the war—has shown the effectiveness of mobilized public opinion in influencing government policy. The campaign’s influence on Western public opinion has, to some extent, contributed to the sustained political and military support for Ukraine, underscoring the power of public sentiment in shaping foreign policy decisions.
Despite the effectiveness of Ukraine’s public relations campaign from February 2022 until now, its ability to maintain Western financial and military support amid occasional reports of waning Western enthusiasm for generous aid to Ukraine will depend on Kyiv’s continuous adaptation of its narrative to align with evolving public sentiment and policy in Western circles, particularly with the upcoming U.S. presidential elections and the potential return of Donald Trump. Kyiv will also need to demonstrate tangible military successes and breakthroughs to convince Western nations that their significant aid packages are making a real difference on the ground.
