Author: Viktoria Kushnir
E-mail: mou-infopress@ukr.net
Institution: National Defence University of Ukraine named after Ivan Cherniakhovskyi
ORCID: https://orcid.org/0000-0002-0805-4092
Author: Iryna Izhutova
E-mail: perevod_vu@ukr.net
Institution: National Defence University of Ukraine named after Ivan Cherniakhovskyi
ORCID: https://orcid.org/0000-0002-2614-7014
Year of publication: 2021
Source: Show
Pages: 68-77
DOI Address: https://doi.org/10.15804/rop2021205
PDF: rop/16/rop1605.pdf

In the current dynamic world the strategic communications (STRATCOM) mean a comprehensive process which is aimed at developing, promoting, and distributing the required narratives and messages of any organization in order to form and ensure its positive image, inform counterparts (adversaries) and target audiences of the organization’s intents and positions, main tasks and achievements. While implementing the STRATCOM, it is very important to remember about their main rules and principles which are unique for both security and defence sector and business. Unfortunately, in the current “hybrid” measurement sometimes we should realize the effectiveness of the SC activities, thus it is necessary to define the measurements of effectiveness and performance for effective evaluation of activities. Ukraine has been repelling the aggression in the Eastern Ukraine since 2014 within massive hybrid warfare against it. This fact has caused the initiating a range of reform and innovative processes in Ukraine. Since then, we have known about the STRATCOM in Ukraine. In (Historical retrospective analysis of formation and development of strategic communications in security and defence sector of Ukraine) we have analyzed the process of development of the SC in security and defence sector. This process was speeded and pressed up by the warfare. Moreover, it was implemented in line with existing NATO principles and standards. Even the definition and concept of the STRATCOM were taken from the NATO documents. However, the reality reveals the necessity to revise the term definition and consider the implementation of business processes related to communications in security and defence sector. Some nations have already passed through this transformation and changed the approach to their SC. Even NATO Military Policy on Strategic Communications MC 0628 was successfully used until 2014. It is the STRATCOM baseline documents and it needed to be revised (NATO and Strategic Communications. The story so far. The Three Swords Magazine 33/2018. pp. 65–73). In the article the authors make some proposals how to improve the STRATCOM definition and improve the whole process of their realization.

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