Since the Russian offensive inside Ukraine commenced on February 24, the Ukrainian military has cultivated the image of a plucky little army standing up to the Russian Goliath. To bolster the perception of Ukrainian military mettle, Kiev has churned out a steady stream of sophisticated propaganda aimed at stirring public and official support from Western countries.
The campaign includes language guides, key messages, and hundreds of propaganda posters, some of which contain fascist imagery and even praise Neo-Nazi leaders.
Behind Ukraine’s public relations effort is an army of foreign political strategists, Washington DC lobbyists, and a network of intelligence-linked media outlets.
Ukraine’s propaganda strategy earned it praise from a NATO commander who told the Washington Post, “They are really excellent in stratcom — media, info ops, and also psy-ops.” The Post ultimately conceded that “Western officials say that while they cannot independently verify much of the information that Kyiv puts out about the evolving battlefield situation, including casualty figures for both sides, it nonetheless represents highly effective stratcom.”
Key to the propaganda effort is an international legion of public relations firms working directly with Ukraine’s Ministry of Foreign Affairs to wage information warfare.
According to the industry news site PRWeek, the initiative was launched by an anonymous figure who allegedly founded a Ukraine-based public relations firm.
“From the first hour of war, we decided to join the Ministry of Foreign Affairs to help them distribute the official sources to show the truth,” the nameless figure told PR Week. “This is a hybrid war: the mix of bloodily struggling fight with a huge disinformation and fake campaign lead by Russia [sic].”
According to the anonymous figure, more than 150 public relations firms have joined the propaganda blitz.
The international effort is spearheaded by public relations firm PR Network co-founder Nicky Regazzoni and Francis Ingham, a top public relations consultant with close ties to the UK’s government. Ingraham previously worked for Britain’s Conservative Party, sits on the UK Government Communication Service Strategy and Evaluation Council, is Chief Executive of the International Communications Consultancy Organisation, and leads the membership body for UK local government communicators, LG Comms.
“We’ve been privileged to help coordinate efforts to support the Ukrainian Government in the last few days, “ Ingham told PRovoke Media. “Agencies have offered up entire teams to support Kyiv in the communications war. Our support for the Ministry of Foreign Affairs of Ukraine is unwavering and will continue for as long as needed.”