Implementation of Public Affairs in the interests of military operations: NATO standards and Ukrainian Armed Forces experience

Abstract

The research relevance is determined by the need for a deep understanding of Public Affairs strategies in modern military conflicts, where the information space becomes an arena of struggle no less important than the battlefield itself. In the context of the growing role of media and information technology, the effective implementation of Public Affairs can determine the success of military operations and the formation of public opinion. The study aims to analyse current approaches to Public Affairs in the military sphere, with a focus on the experience of the Armed Forces of Ukraine and the implementation of NATO standards, to identify effective strategies and methodologies in this area. The methodological basis of the study is based on the following methods: analysis, synthesis, comparison, generalisation, classification, and systematisation. The results of the study include a review of regulations, organisational structure, means and methods of Public Affairs used in the Armed Forces of Ukraine and NATO countries. Analysis of the challenges and problems faced by Public Affairs professionals in the current conditions of hybrid warfare, as well as the prospects for the development of this area of activity in the context of strengthening the information security of the state, is given special attention. The author emphasises the importance of integrating Public Affairs into the overall system of Strategic Communications in the structure of military command and the need to ensure the active participation of Public Affairs Officers in the planning and implementation of military operations. The importance of developing the professional skills of Public Affairs professionals and using the latest information and communication technologies to improve the effectiveness of Strategic Communications is emphasised. The practical significance of the study is due to its contribution to the development of approaches and standards for the implementation of effective Public Affairs in the context of military operations, identification of problems and challenges in this area, recommendations for developing the skills of specialists and improving the level of information security of the state