The Dissertation is devoted to research of raise of effectiveness of the strategic communications system in defence sphere under hybrid warfare. The conclusions are as follows:
1. The theoretical approaches to formation of strategic communications system in defence sphere of Ukraine resulted in their ineffectiveness and non-conformity with current conditions.
2. A new definition of the term «strategic communications» was proposed. The need to improve the definition of «strategic narrative» was determined. The importance of the implementation of system of strategic communications to ensure the national security and defence of Ukraine was underscored. There was a proposal to differentiate strategic communications at strategic, operational, and tactical levels in order to raise effectiveness of the strategic communications implementation at each of them and to provide a clear understanding of the tasks performed in a hybrid war by strategic communications actors.
3. A systematic analysis of the organizational and legal basis for the formation and development of strategic communications system in the security and defence sector of Ukraine was conducted; it revealed that in the process of forming the national legal system of the strategic communications as a part of the national and interagency system of the strategic communications has been developing in line with international legal standards in the information sphere. In addition, the system of the strategic communications in defence sphere of Ukraine was evaluated, on the basis of which proposals were made to improve the system of the strategic communications in the field of defence.
4. The experience of formation and development of the system of strategic communications in NATO and EU nations was generalized. This experience testifies the urgency of implementation of the best world practices in the training of the strategic communications specialists, and this process needs to be enhanced. Moreover, the integration of media literacy and media education courses for the security and defence sector will create information resistance.
5. In the course of research of communication discourse and effective application of marketing communications in the private non-governmental sector, the implementation of the marketing communications principles in strategic communications in the security and defence sector was proposed.Marketing communications are based on close interaction with target audiences, as well as strategic communications aimed at sending messages and narratives to target audiences. An interesting factor is the use of crowd technologies.
Based on the scientific results of the study, practical recommendations can be provided to public authorities on the strategic communications in the security and defence sector in terms of terminology, improving the training system in the field of the strategic communications, differentiation of the strategic communications at strategic, operational, and tactical levels, marketing communications in security and defence sector.
Keywords: public administration, strategic communications, marketing communications, national security, security and defence sector, defence sphere, strategic communications policy, communication synchronization, NATO strategic communications policy, strategic communications system.
