The Ukrainian authorities are pursuing a communication strategy aimed at maintaining optimism in the country and at the international level, which, according to the Financial Times, leads to a split between the Office of the President, the military leadership and society. According to people familiar with the communications strategy, the constant emphasis on "moving forward" to maintain a positive attitude is creating tension between the presidential administration and military leaders.
According to them, it is clear that this policy is used at all levels of government, including the military leadership, and takes into account the strict censorship of negative news. However, in an environment where Ukraine has not achieved significant military successes, and Western support is declining, such a strategy leads to a split between the presidential administration and the military leadership.
Insiders point out that there is a need to add more realism to communication efforts and be bolder in acknowledging the real state of affairs. At the same time, Zelenskyi considers an optimistic narrative the only opportunity to reassure doubting Ukrainians and strengthen the trust of Western partners and businesses.
However, military leaders say the gap between the official message and reality no longer motivates citizens and Western partners. The leaders of the Armed Forces of Ukraine acknowledge the impasse in the war, but the official line says otherwise, which could undermine credibility and perception in the West.
A communication strategy aimed at maintaining optimism may be ineffective in the face of growing real difficulties. Experts point to the need for balance and realism in communicating with the public to avoid a loss of trust.
