War on Words: How to Communicate Ukraine?

As Ukraine continues its defence against Russian aggression on multiple fronts, the battle extends far beyond Ukrainian territory and physical confrontation. This battle is equally waged in the economic, energy, and informational spheres, aimed at securing crucial political and military support. The stakes are high, as Ukraine and its allies strive to sustain confidence and morale while countering war fatigue and persistent Russian propaganda. A lack of engagement with domestic audiences in Western societies is evident in the nature of public debate and opinion polls, including the GLOBSEC Trends report.
With rising war fatigue, public attention diverted to other major global conflicts, and increasing politicisation of the war, many people in various countries, including the United States, are failing to grasp the conflict’s current and future impact on their lives. Understanding the importance of Ukraine’s victory for democracy is essential to the informational and cognitive dimensions of this conflict. Emphasising the direct benefits of supporting Ukraine, such as maintaining global security and curbing the spread of authoritarianism, should therefore be integral to the strategic communication of democratic nations. In this context, the communication strategies of Ukraine and its allies should be multifaceted, addressing both domestic and international audiences. The absence of effective communication in these areas creates a vulnerable gap in the information space, one filled by pro-Kremlin propaganda and disinformation, further weakening allied support for Ukraine and polarising societies.
While key Western nations have recognised Ukraine's immense challenge and provided substantial bilateral support for its strategic communications, better coordination, sharing of best practices, and strategic alignment are essential to succeeding in information and psychological operations—not only in Europe but also in the so-called "Global South" countries.
The following identified gaps and consequent policy recommendations stem from discussions among strategic communication experts at the GLOBSEC Forum in Prague in August 2024. The forum explored avenues for cooperation and ways to enhance international collaboration.
This brief aims to outline pathways for more coordinated and focused support of Ukraine’s communication efforts and counter Russian disinformation, thereby strengthening global support for Ukraine in a dynamic and challenging environment.
- Develop a unified strategic communication framework
One of the primary challenges is the absence of a unified, well-coordinated strategic communication framework among Western allies. Ukraine and key Western nations, despite their shared interests, often conduct their communication campaigns independently, resulting in fragmented narratives lacking joint core messages. While multilateral networks like the Ukraine Communications Group were established, and organisations such as the EU and NATO engage in strategic communication, their mandates are limited, and responses are often slow. The focus of these activities tends to address immediate concerns rather than fostering global collaboration and achieving long-term strategic objectives. Establishing a joint strategic communication framework would amplify individual efforts and set principles for engagement across various regions, contributing to faster and more efficient processes.
- Strengthen horizontal coordination
With limited resources, better coordination and synchronisation of messaging across Ukraine and its allies is essential to ensure consistency in both content and timing. A prerequisite for this collaboration is knowing who does what and where. This would facilitate the sharing of best practices and pooling of resources, allowing each state to contribute according to its strengths. For example, knowledge of the locations of embassies or EU representations would clarify who could lead respective strategic communication and activities within specific countries, enabling better on-the-ground coordination.
Moreover, establishing specific structures and designated portfolios signals that support for Ukraine is not merely a form of development aid, which might be easily withdrawn or reallocated, but rather a component of national security and interests. An observed good practice is the role of the Government Commissioner for the Reconstruction of Ukraine in the Czech Republic, who coordinates the assistance provided by state and non-state actors to Ukraine during and after the Russian aggression. This Commissioner also serves as an important point of contact for the media and the wider public if they have questions about Ukraine.
- Be cautious, but decisive in taking appropriate actions
The Kremlin has been notably successful in its deterrence tactics, especially through threats involving its nuclear arsenal. In many instances, this strategy has effectively deterred the West from taking bolder actions. The Kremlin has seized control of this narrative, and the allies need to reclaim it by more effectively communicating their own capabilities and strengths.
- Choose the right “actors”
Foreign malign influence from authoritarian states has gained momentum in the so-called "Global South," particularly in Africa and Latin America, where the Kremlin leverages the narrative of a "global majority" led by Russia, successfully tapping into anti-Western sentiments and portraying itself as a defender against Western imperialism and colonialism. In contrast, the Kremlin’s actions in Ukraine, alongside its historical invasions and occupations of Central and Eastern European countries in the 20th century, expose its own imperialistic tendencies. Consequently, Central European and Baltic states, which do not have colonial histories and can draw on good relations from the Cold War era with “Global South” countries, should take the lead in engaging with these regions. They can share their experiences of Russian occupation and the so-called “brotherly help.” Similarly, the rising global popularity of Korean and Japanese cultures, including K-Pop, could be leveraged as channels to communicate and connect with diverse audiences.
- Support Ukraine in reclaiming the control of the narrative
Ukraine needs take control of the war narrative, positioning itself not only as a victim of Russian aggression but also as a nation fighting for sovereignty, democracy, and values shared by many in the Global South. Public diplomacy efforts should emphasise the tangible benefits of supporting Ukraine, such as economic partnerships, technological advancements, and shared values like self-determination and freedom from oppression. Additionally, Ukraine should prioritise establishing diplomatic and media presence in the Global South to deliver its message more directly and effectively. Engaging in multilateral diplomacy and voicing support for key strategic players, particularly in Africa, can have a significant impact.
- Match up the speed and vastness of the Kremlin’s media machinery
Russia has mastered the speed and scale of disinformation dissemination, particularly through social media. Lies and disinformation often spread faster than the truth, gaining significant traction before Western nations or Ukraine can respond. The slow reaction times to Russian disinformation campaigns, combined with the overwhelming volume of false narratives, present a serious challenge.
Ukraine and its allies need to not only detect and counter disinformation in real-time by understanding the networks and patterns of their spread, but also engage in strategic communication and take control of narratives by spreading the truth about the war. This is particularly important in regions where mainstream media regard Kremlin representatives and Russian media as credible sources, thus spreading war propaganda narratives. Increasing investment in fact-checking organisations and independent media outlets in the Global South will help create a robust defence against disinformation.
- Train journalists and media professionals
Training journalists and media professionals to detect and report disinformation, as well as to identify credible sources for reporting on the war in Ukraine, is essential. Data indicates that 20% of media outlets have used Kremlin-owned sources when covering the war in Ukraine.[1] Moreover, mainstream media outlets—not only in Global South countries—continue to provide a platform for Kremlin representatives and Russian embassies. Such "exclusive" interviews, when not balanced with factual information and proper questions from journalists conducting interviews, contribute to the spread of pro-Kremlin propaganda among local audiences. Journalists need to understand that there is no middle ground between truth and falsehood, and that they and mainstream media have, in the past, been used to propagate pro-Kremlin propaganda.
- Secure more media space to authentic Ukrainian voices
War fatigue, which risks diminishing support for Ukraine's fight for independence and democracy, is a serious concern. Finding the right messenger and the right story for each target audience is at the core of strategic communication. Experts in strategic communication have noted that Ukrainian voices receive insufficient representation in European and global media, with Western perspectives often overshadowing those of Ukrainians, weakening the authenticity of Ukraine’s message. Allies should support and amplify genuine Ukrainian voices and stories to reach audiences in the West and beyond.
Increasing the presence of Ukrainian voices in non-Western media will enhance the authenticity of Ukraine’s narrative, allowing local populations to hear directly from those affected by the conflict. Furthermore, Western nations should encourage media partnerships that provide more airtime for Ukrainian stories in these regions, focusing on human-interest stories that resonate with diverse audiences.
- Update communication channels and see the world through the audience’s lens
When communicating the war in Ukraine to African audiences, it is crucial to consider that around 40% of Sub-Saharan Africa’s population is under the age of 15. Like young people globally, many lack knowledge of the Soviet Union or memories of the Cold War and derive much of their world view from social media platforms like TikTok. Socially, these young people aspire to a Western standard of living, but the information they consume is often filled with anti-Western narratives promoted by Russia and China. Ukraine and the West need to ensure a strong presence across all social media platforms, produce engaging content, and meet younger generations where they are.
- Utilise civil society exchanges to build bottom-up resilience
Civil society organisations (CSOs), which could play a pivotal role in countering disinformation, are not yet fully integrated into broader strategic communication efforts. Firstly, many experts from CSOs lack the necessary security clearance or are not part of the "official public frameworks" coordinating strategic communication efforts. Secondly, greater investment in CSOs and fostering mutual collaboration among them is essential. CSOs possess years of experience in analysing and tracking foreign malign influence, countering disinformation, and conducting awareness campaigns—skills they could share with counterparts in Global South countries. Local organisations also hold deep connections and credibility within their communities. Therefore, they should be included in these efforts to help amplify Ukraine’s narrative at the grassroots level.
- Collaborate with local employers
Employers play an important role in strategic communication and could act as "voices of influence." Addressing social issues in Global South countries by providing employment and building communities from the ground up is a crucial pathway to resilience against foreign malign influence. Close cooperation with employers, including encouraging Western democracies to invest in various regions, has often been overlooked and represents a significant opportunity to engage diverse audiences, including the middle class.
Conclusion
Russia’s disinformation apparatus poses a complex and evolving threat to Ukraine and its allies. While substantial efforts have been made to counter this, gaps remain in coordination, response speed, and audience targeting. By addressing these gaps with a more unified and proactive strategic communication framework, Ukraine and its allies can strengthen their position in the information war. This requires not only improved coordination among Western nations but also a focused effort to reach audiences in the Global South, engage domestic populations in the West, and elevate Ukrainian voices on a global scale. Investing in technology, independent media, and civil society will be crucial to sustaining this effort and ensuring that Ukraine’s fight for democracy and independence continues to garner global support.
The expert roundtable during GLOBSEC Prague Forum 2024 was organised in cooperation with the Swedish Psychological Defence Agency.
