Oleg Naumenko - Crisis & Military Communications in Ukraine-Russia conflict

Crisis Communications

Creating a media-friendly Army in times of war

Timeline• November-February, 2014: Euromaidan protests in favour of signing

Ukraine-EU Association Agreement and the rule of law escalate in a nationwide movement. Former authoritarian President Yanukovych flees the country

• Late February, 2014: Mass protests in Crimea fuelled by Russian propaganda

• March 1: Russia’s Federation Council authorises Vladimir Putin to use troops abroad. Emergence of special ops in Crimea, “the little green men”

• March 16: illegal plebiscite and annexation of Crimea• April: Russian special ops groups seize administrative buildings in

eastern Ukraine• April-present: Ukraine launches Anti-Terrorist Operation that

escalates into military confrontation with Russian proxy forces and active servicemen

How do you make a trustworthy military amid

information war?• Nothing is too small to ignore. A rumour may

go viral and have an explosive effect.

• Why so serious? If you mock it, you will win it.

• Cross-platform engagement: print, websites, social media and word-of-mouth to reach different audiences.

• Invented traditions and media campaigns to provide a new narrative.

The need for speed• Kominternove village incident. Rapid advance of

militant forces in “gray zone” provokes information crises, domestic discontent and confusion

• Formerly confidential operations turn public. Ukraine’s Special Operations unit. Tackling criticism and promoting transparency raises profile of the military

• Internal becomes external. Every soldier can bring attention of the media by one post in social media

Using humour

• A rumour about total military mobilisation spread via pro-Kremlin and third-rate websites

• General Staff jokes instead of taking it seriously.

• Over 7,400 Likes & 4,500 Shares

Tackling panics • A nice reminder about

information hygiene can make news and tackle attempts to instigate panics

• New image of the General Staff and the military

• Over 2,100 Likes & 3,500 Shares

Bridging the gap between military and civilians

Military as Art• Second Floor Art Center in the Presidential

Administration changes the ways we see government offices. Combines digital and conventional communications

• Digital campaigns transparency and modernising character of the government

• Notable guests include U.S. Vice President, NATO Secretary-General, IMF Chief, President of Poland and many others.

• http://secondfloor.gallery/en/before-after/

Inventing traditions

Using soldiers’-generated content: https://www.youtube.com/watch?v=v5R9SZM2jaE

(0:10-1:24)

Behind the scenes