IMAGE AND REPUTATION CHALLENGES DURING MARTIAL LAW

Abstract

The article analyzes the image and reputational challenges that Ukraine faces in the conditions of fullscale armed aggression and martial law. The occupation of part of the territories, the humanitarian crisis, the violation of international law and the constant threat to security have not only complicated the process of Ukraine’s international positioning, but also posed the need for the state to respond promptly to crisis challenges in the field of information policy. At the same time, Ukrainian experience proves that even in a crisis situation, it is possible not only to maintain, but also to develop a positive image and reputation, provided that a balanced information strategy and effective external communication are used. The focus of the study is on the key factors that determine the external perception of Ukraine in the international environment. Among them, information threats, political turbulence, as well as strategic vulnerability, caused by both military and internal socio-political processes, are of particular importance. The analysis identifies the main areas that require additional state regulation and strategic rethinking. Particular attention is paid to information support for foreign policy, which involves not only a reaction to threats, but also the proactive formation of positive meanings associated with Ukraine: stability, freedom, democracy, cultural identity, technological development.