Creation and Promotion of Ukraine’s Nation Brandingas a PR Tool of Public Administration

Abstract

The article considers the main theoretical aspects of the creation of Ukraine’s nation branding. The construction and development of a nation branding as a PR tool used in public administration is analysed. It is noted that the promotion of Ukrainian national interests is a strategic investment in the future. The success of economic growth and the dynamic development of relations with other states largely depend on how the brand of the state is formed and promoted in the Ukrainian and world markets.
It is emphasised that the transformation and popularisation of the Ukraine’s nation brand should meet the challenges of the time, be coordinated and purposeful. In particular, it is necessary to establish cooperation between the public and private sectors, including representatives of the business community, culture, education, and mass media since
the nation branding is also intrusted with the task of countermeasures against Russian disinformation for Ukrainian and foreign audiences in the situation of military aggression by Russia. The greater there is trust in the brand of Ukraine as the state, the higher there is trust in the information that is produced by both governmental and non-governmental organisations in Ukraine.
The article points out that today Ukraine has much more opportunities for direct and effective communication with Western audiences. Meaningful and emotional speeches of the President of Ukraine at parliamentary platforms in different countries of the world give representatives of the elite and the general public a fairly objective picture of what is happening in Ukraine. Perhaps for the first time in the history of Ukrainian independence, the way Ukraine is perceived by Western consumers, is determined by objective reality, not by Russian narratives.