Public Diplomacy in the Context of the Russia-Ukraine War

Public diplomacy has emerged as a crucial tool for shaping global perception in the Russia-Ukraine war. Both Russia and Ukraine, along with their allies, have employed strategies to influence international opinion, rally support, and shape the narrative around the conflict. In this context, public diplomacy goes beyond government-to-government relations; it seeks to engage foreign publics, media, and influencers to build a coalition of support for political, military, and humanitarian actions.

Ukraine’s public diplomacy efforts have been particularly effective since the start of the full-scale invasion in 2022. Ukrainian President Volodymyr Zelenskyy has become a global symbol of resistance and resilience, utilizing social media platforms and direct addresses to parliaments, global forums, and the media to galvanize support for Ukraine. His ability to communicate directly with international audiences has transformed Ukraine’s image from a victim of aggression to a courageous defender of democracy. Ukraine’s embassies worldwide have also played a critical role in explaining the country’s situation, organizing protests, and lobbying for military and financial aid.

One of the key successes of Ukraine’s public diplomacy has been its ability to build a global narrative centered on shared democratic values. Ukraine’s struggle is portrayed as not just a fight for its sovereignty, but for the preservation of liberal democratic ideals against authoritarianism. This narrative has resonated strongly in Europe and the United States, where governments and citizens alike have rallied behind Ukraine with unprecedented levels of support, from military aid to sanctions against Russia.

In contrast, Russia’s public diplomacy efforts have focused on spreading disinformation and influencing countries with less direct ties to the West. Russian state-controlled media, such as RT and Sputnik, have targeted audiences in Africa, Asia, and Latin America, where anti-Western sentiment is often high. Moscow has framed the conflict as a necessary action to counter NATO expansion, portraying itself as a defender of multipolarity and sovereignty against Western imperialism. These messages have resonated with some non-aligned countries, leading to ambivalence or even tacit support for Russia’s actions.

However, Russia’s public diplomacy has faced significant challenges, particularly in the face of widespread evidence of war crimes committed by Russian forces in Ukraine. Western media and fact-checking organizations have actively debunked Russian disinformation, while major social media platforms have restricted the spread of Kremlin-backed content. Moreover, the Western-led sanctions regime has isolated Russia diplomatically, limiting its ability to influence public opinion in key regions.

As the war continues, public diplomacy will remain a vital front in the battle for global hearts and minds. Ukraine’s ability to maintain international solidarity and secure long-term support will depend on its continued success in communicating its cause to the world. Meanwhile, Russia will likely double down on its efforts to sway public opinion in regions where Western influence is limited. In this war of narratives, the side that wins the battle of public diplomacy could shape the course of global geopolitics for years to come.