Oleg Naumenko - Crisis & Military Communications in Ukraine-Russia conflict
-
Upload
rockit-conference -
Category
Presentations & Public Speaking
-
view
1.298 -
download
0
Transcript of 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