POLITICAL REPUTATION OF THE STATE UNDER CONDITIONS OF CRISIS AND MILITARY THREATS: EUROPEAN EXPERIENCE AND THE UKRAINIAN CONTEXT

Abstract

The article provides a comprehensive analysis of the phenomenon of the political reputation of the state under conditions of crisis and military threats, drawing on contemporary European experience and the Ukrainian context. Political reputation is examined as a multidimensional strategic resource that, during periods of security challenges, significantly influences the level of international trust, the state’s capacity to secure foreign policy, economic, and security support, as well as processes of internal societal consolidation. The study substantiates the thesis that in times of crises and wars, a state’s reputational capital is shaped not only through traditional diplomatic instruments, but also through effective crisis communication, institutional capacity, adherence to democratic values, and the resilience of political institutions. The paper explores the transformation of reputational practices in European Union member states under the impact of wars, hybrid threats, information attacks, domestic political instability, and global crises. Particular attention is paid to the role of state institutions, strategic communications, public diplomacy, and media policy in maintaining and strengthening a positive international image under extraordinary circumstances. The analysis also highlights mechanisms for countering disinformation and fostering trust among international partners and domestic audiences. A significant part of the study is devoted to the Ukrainian case, where political reputation is being shaped under conditions of full-scale war and active European integration dynamics. The research identifies key risks, challenges, and opportunities for the development of Ukraine’s reputational potential in the international arena, and outlines the importance of adapting European practices of crisis reputation management. The implementation of European experience may become an important instrument for strengthening Ukraine’s position on its path toward membership in the European Union. The findings obtained can be applied in academic research, educational programs, as well as in the practice of public policy-making and strategic communications in the context of contemporary challenges.