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International PR of Ukraine during the Wartime and Post-Wartime Period
Butenko O. P., Gorobynskaya M. V.

Butenko, Olena P., and Gorobynskaya, Marianna V. (2025) “International PR of Ukraine during the Wartime and Post-Wartime Period.” Business Inform 8:453–461.
https://doi.org/10.32983/2222-4459-2025-8-453-461

Section: Management and Marketing

Article is written in Ukrainian
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UDC 316.774: 32(477)

Abstract:
The aim of the article is to explore the role of international PR as a crucial component of Ukraine’s information policy during the wartime and post-wartime periods. The article analyzes Ukraine’s current image on the global stage amid armed conflict and international information competition. It reviews key communication tools used to mobilize international support, counter disinformation, and consolidate the global community. It is found that international PR includes not only official State campaigns but also the activities of civil society, cultural diplomacy, and initiatives by the Ukrainian diaspora, enhancing the multi-channel reach and emotional impact of the narrative. An analysis of the trends in mentions of Ukraine in leading foreign media from 2021 to 2024 confirmed the effectiveness of strategic PR campaigns in building trust and support. Based on sociological research and content analysis of message tones in international media and social networks, the nature of changes in the global audience’s perception of Ukraine has been revealed. It was determined that during the wartime period, PR activities helped shape the image of Ukraine as a victim-hero fighting for democratic values, while in the post-wartime period, the focus shifts to recovery, innovation, partnership, and strengthening of reputation. It is concluded that international PR is a dynamic process that requires constant strategy updates, adaptation to changes in the global information environment, and balancing emotional and factual content in communications. Directions for further research are proposed, including improving models of interaction with different international audiences, optimizing digital communications, and developing cultural diplomacy as a tool for post-wartime restoration of Ukraine’s image. The study has practical significance for developing efficient communication strategies that will help strengthen international support and enhance Ukraine’s standing on the world stage under new geopolitical conditions.

Keywords: international PR, Ukraine’s information policy, State image, wartime period, post-wartime period, communication strategies, public diplomacy.

Fig.: 2. Tabl.: 1. Bibl.: 18.

Butenko Olena P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economics and Management, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Gorobynskaya Marianna V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economics and Management, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

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