Strategic Communication of the Slovak Republic in the Context of Russian Aggression in Ukraine

Petra Bošková

Aggressive actions by Russia in Ukraine represent the most significant threat to peace and security in Europe since the end of the Cold War. Vladimir Putin, the President of the Russian Federation, declared a „special military operation“ on February 22, 2022, following a peculiar and often uncontrolled speech the previous day. In this address, Putin expressed numerous grievances, focusing primarily on the legitimacy of Ukrainian identity and statehood. Rooted in a worldview emphasizing the unity of Eastern Slavs, Putin hinted at a shared political destiny for Russians, Ukrainians, and Belarusians, perceiving distinct identities as products of foreign manipulation within the „anti-Russian project.“ (Reuters, 2022)

During Putin’s tenure, Moscow pursued a policy assuming artificially created and fragile national identities for Ukraine and Belarus. These narratives reflect historical refusals to acknowledge autonomy from tsarist or Soviet rule. Putin’s call for a unified Russian empire and „political eternity“ reflects a belief in unchangeable historical essence. This emphasis on unity among Russia, Ukraine, and Belarus elucidates the origin of the current conflict and illustrates why Moscow was willing to risk a major war on its borders when Ukraine or NATO posed no military threat. (Zhang and Zhou, 2023)

Russian military strategy assumed the acceptance of reintegration into the Russian sphere of influence due to shared cultural, linguistic, and religious ties. However, this assumption proved faulty as Ukrainian civic identity strengthened over the past three decades, transcending linguistic and regional differences. Despite pre-war surveys indicating support for defense against Russian incursion, Moscow faced resistance to its ambitions, strengthening Ukrainian unity across various backgrounds. (Alexeyeva, 2023)

The conflict stemming from the „Revolution of Dignity“ in 2014 and subsequent events solidified Ukraine’s role in global security. The escalation of war in 2022 marked a pivotal moment, perceived by many as a strategic mistake by Putin. With little hope for diplomatic resolution, the conflict spurred Ukraine’s efforts to gain Western alliances, including the European Union and NATO. With the escalation of war, many analysts fear dangerous escalation, including the possible use of nuclear weapons by Russia, placing Ukraine at the forefront of a renewed great power struggle that could shape future international relations. (Alexeyeva, 2023) (Masters, 2023)

The annexation of Crimea in 2014 and subsequent support for separatist movements in eastern Ukraine laid the groundwork for prolonged tension between Russia and Ukraine. Putin’s policy, which rejects the legitimacy of Ukraine’s independence and identity, became part of his public speeches and geopolitical ambitions. This stance played a crucial role in Russia’s later invasion of Ukraine in 2022. (Walker, 2023)

With the annexation of Crimea as a precedent and support for separatist movements in the Donbas region, Russia gradually escalated tension and created an atmosphere of uncertainty. Putin’s rhetoric about the unified political destiny of Russia, Ukraine, and Belarus emphasized his ambitions for political control in the region. (Masters, 2023) (Walker, 2023)

Russia’s strategic communication during the Ukraine crisis (2013–2014) was illustrated by the sophisticated use of the state-sponsored international broadcaster, Russia Today (RT), demonstrating its effectiveness in garnering sympathies, deflecting attention, and thwarting prompt responses from the Ukrainian government and NATO. RT’s strategy during the Ukrainian crisis not only created a favorable environment for Russia’s annexation of Crimea but also laid the groundwork for subsequent influential operations conducted by the Russian government during the ongoing Russo-Ukrainian war. (Zhang and Zhou, 2023), (Alexeyeva, 2023)

Analysis of YouTube’s audiovisual representation of the Ukrainian crisis by RT reveals a strategy of victimization aimed at justifying Russia’s military intervention in the annexation of Crimea as a defensive measure. The West is depicted as a provocateur, sowing discord between Russia and Ukraine, an unreliable partner, and a hypocritical consistent violator of norms. (Zhang and Zhou, 2023)

Russia’s invasion of Ukraine in 2022 may be perceived as a continuation of Putin’s efforts to achieve strategic goals and suppress Ukraine’s efforts to join Western institutions, including NATO and the European Union. Overall, this series of events bears witness to ongoing geopolitical rivalry and security challenges in the region, influencing the overall international situation.



„Russia’s invasion of Ukraine in 2022 may be perceived as a continuation of Putin’s efforts to achieve strategic goals and suppress Ukraine’s efforts to join Western institutions, including NATO and the European Union. Overall, this series of events bears witness to ongoing geopolitical rivalry and security challenges in the region, influencing the overall international situation.“

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The Role and Significance of Strategic Communication of the Slovak Republic 

In the context of an ever-changing world, it is essential to be prepared to address crises and conflicts that may arise from various factors, including political, economic, environmental, or social. Constantly evolving challenges and instability demand swift and effective responses to maintain security and stability.

Manipulation of information, psychological operations, and media maneuvers increasingly represent efforts to influence the state’s public opinions, geopolitical orientation, and decision-making processes, aiming to weaken its ability to act and defend its territory and interests. Various actors, whether individuals, self-proclaimed „alternative“ media, government officials, or institutions of different countries, systematically deceive and spread disinformation under the pretext of presenting their „alternative“ truth and manipulating facts. (Úrad vlády SR, 2023)

Organized and targeted dissemination of disinformation is becoming one of the main tools within hybrid operations. In Slovakia, various disinformation campaigns are actively spreading, undermining public trust in membership in international institutions such as the EU and NATO and endangering the country’s security. Strategic communication serves as defense and prevention against subversive information operations. (Úrad vlády SR, 2023)

Strategic communication (STRATCOM) is, in essence, a systematic and long-term set of communication activities aimed at building public support for various topics, including strategic orientations in foreign and security policy. Its effectiveness requires long-term planning and various approaches to communication, through which stories, narratives, and messages are systematically created and developed in communicated areas. (Klingová, Hajdu, 2023)

In times of crisis, the ability to communicate effectively becomes even more crucial. Rapid, accurate, and simultaneously empathetic information for the public and stakeholders can prevent panic, alleviate concerns, and shape public opinion in favor of measures needed to address the crisis. Furthermore, proper communication with foreign partners can help garner support and cooperation in addressing international threats.



„In times of crisis, the ability to communicate effectively becomes even more crucial. Rapid, accurate, and simultaneously empathetic information for the public and stakeholders can prevent panic, alleviate concerns, and shape public opinion in favor of measures needed to address the crisis.“
„Slovakia’s membership in Euro-Atlantic structures significantly influences the country’s international position, which, however, is constantly threatened by various information operations and hybrid activities from both state and non-state actors.“

Goals and Tools of STRATCOM



Slovakia’s membership in Euro-Atlantic structures significantly influences the country’s international position, which, however, is constantly threatened by various information operations and hybrid activities from both state and non-state actors. Insufficient public awareness of the functioning of institutions such as the EU and NATO opens up space for undermining support for membership in both organizations, reducing public support for the geopolitical orientation of the Slovak Republic. (Úrad vlády SR, 2023)

Similarly, the Slovak public has long shown a high degree of distrust in national institutions. The results of the GLOBSEC Trends from 2023 show that citizens of Slovakia have low trust in state institutions, including the government, parliament, and judiciary (GLOBSEC Trends, 2023).

The concept of strategic communication from 2023 clearly states two goals: increasing citizens‘ trust in the democratic institutions of the state and increasing public awareness and support for the long-term strategic interests of the Slovak Republic. (Úrad vlády SR, 2023)

Regular, factual, and systematic communication by the state with the public can prevent the spread of conspiracy theories and disinformation, ultimately strengthening trust in state institutions. (Úrad vlády SR, 2023)

On the other hand, it is necessary to start collaborating thoroughly with state, non-state, and international entities, which will ultimately contribute to better awareness of the key strategic interests of the Slovak Republic and, at the same time, reduce the space for information operations and disinformation campaigns. (Klingová, Hajdu, 2019)



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Information Campaigns of Individual Ministries – War in Ukraine  



Office of the Government of the Slovak Republic

 As a result of the outbreak of war in Ukraine in 2022, various forms and tools of strategic communication have significantly developed, influencing not only the parties directly involved in the conflict but also the states affected by the conflict. Given the current approach to information, the war between Ukraine and Russia has become known as the „information war.“ (Perez, 2022) 

Ministries, including ministries and the Office of the Government, faced the challenge of finding effective communication strategies in challenging times. Their task was not only to inform the public about the course of the conflict but also to ensure the reassurance of the population and the maintenance of public trust and security. Communication became a key tool for managing the situation. In Slovakia, the legal and institutional framework for strategic communication was closely linked to the political context. The previous administration under Igor Matovič faced communication challenges, while the government under Eduard Heger maintained a more neutral tone. (Šefčíková, Tkáčová, 2023) 

Given the digitization and the importance of social networks, ministries sought to inform the population not only through official statements but also through social networks. They created information campaigns, debunked disinformation, and informed about military and humanitarian aid to Ukraine. The Office of the Government began more active communication about the war in Ukraine on its social networks approximately three months after its outbreak. It communicated the importance of Ukraine’s sovereignty and squarely accused Russia of violating international law. Communication became more active after the outbreak of the conflict, especially through the #pillarofdemocracy campaign. (Úrad vlády SR, 2022) 

During Ľudovít Ódor’s government, the aspect of strategic communication was one of the main pillars that helped fight disinformation in Slovakia. Communication was very balanced, and coordinated among different ministries, and one could say very simple, considering all that Slovakia was facing at that time. Posts on various social networks communicated using different slogans, such as „Sanctions against Russia are effective,“ „Russia represents the most serious threat to security and stability in the region,“ „Children are the biggest victims of the Russian war against Ukraine.“ (Úrad vlády SR, 2023)

The war in Ukraine under the bureaucratic government led by Ľudovít Ódor became a kind of reminder for Slovakia to realize that security is not a given and to remind us that the EU and NATO are our allies. However, with the arrival of the new Prime Minister Robert Fico, a change in themes can be expected in strategic communication, with a possible shift away from issues related to the war in Ukraine and membership in NATO and the EU. Within strategic communication, the new government will focus on economic diplomacy, humanitarian aid for Ukraine, and „restoring“ effective V4. (Šefčíková, Tkáčová, 2023)

Ministry of Defense of the Slovak Republic

 The Ministry of Defense, as a significant state body responsible for the management and control of the defense of the Slovak Republic, began informing the public about the events related to the war in Ukraine through its official website. On this platform, it presented a press release the day after the outbreak of the conflict, providing an overview of information regarding the Russian attack on Ukraine. This document served as a comprehensive assessment of available information from various sources, aiming to prevent the spread of unverified news and disinformation. (Ministerstvo obrany SR, 2022) 

The Ministry actively updated its website daily from the beginning of the war, providing the public with a systematic overview of the situation. Additionally, it announced that Slovakia would provide military equipment, and humanitarian aid to Ukraine, and establish a unit of advanced alliance presence on its territory. These pieces of information were also disseminated through social networks Facebook and Instagram. Social networks shared identical posts, starting from the moment the conflict broke out, and even the day before the first post on the Instagram social network, which addressed the Security Council of the Slovak Republic’s discussions on the current situation in Ukraine. In these posts, the Security Council unequivocally condemned the actions of the Russian Federation, labeling them as violations of international law and territorial occupation of Ukraine. (Ministerstvo obrany SR, 2022) 

Over time, the tone of posts on social networks shifted to the topic of information warfare in Slovakia, where people were urged to verify information from credible sources. To uncover and counter disinformation spread on the internet, posts from the Ministry of Defense provided clear and concise information about Slovakia’s support for Ukraine, both humanitarian and military. Sometimes posts on social networks shared stories of people and soldiers involved in fighting against Russian aggression. One such post described the heroic act of 25-year-old soldier Vitalyi Volodymyrovych Skakun, who laid down his life to protect the city of Henichesk on the Crimean Peninsula. His selfless act with explosives on the Henichesk Bridge slowed the advance of Russian units, providing time for a Ukrainian battalion to regroup. (Ministry of Defense of the Slovak Republic, 2022) 

Overall, it can be stated that communication through social networks and press releases from the Ministry of Defense of the Slovak Republic during the conflict in Ukraine under the leadership of Eduard Heger and the bureaucratic government of Ľudovít Ódor was structured and transparent. This effective and coordinated communication contributed to better public awareness and, at the same time, prevented the spread of disinformation. However, after the change at the Ministry of Defense initiated by Minister Robert Kaliňák, the nature of communication on social networks and in press releases changed. The choice of Ukraine is no longer the main topic of the strategic communication plan, and posts focus on other aspects, such as anniversaries in the defense of the Slovak Republic, diplomatic meetings, and the defense program for the years 2023 – 2027. However, this program does not include specific steps for military aid to Ukraine and emphasizes peaceful solutions and airspace protection. (Národná rada Slovenskej republiky, 2023)

Ministry of Foreign Affairs and European Affairs of the Slovak Republic 

The Ministry of Foreign Affairs and European Affairs of the Slovak Republic (MFAEA SR) plays a key role in the field of foreign policy and external relations with other states, international organizations, groupings, and European institutions. MFAEA SR is the central body of state administration with competencies to ensure the management and coordination of these matters. 

As part of its communication strategy about events in Ukraine on social networks such as Facebook and Instagram, MFAEA SR presented information that was significantly aligned with the posts of the Ministry of Defense of the Slovak Republic. These posts uniformly emphasized Slovakia’s engagement in providing support to Ukraine, with an emphasis on military and humanitarian aid. Communication was simple but very effective, with clear slogans reflecting the essence of the topic. Some posts suggested, for example, „Ukraine belongs to the European Union,“ „Russian propaganda: various crimes, the same tactics,“ or „Russia deliberately escalates aggression against Ukraine.“ 

Before Minister Juraj Blanár took office, the Ministry of Foreign Affairs and European Affairs of the Slovak Republic (MFAEA SR) demonstrated a high level of effectiveness in its communication strategy under various senior officials. The Ministry maintained a unified approach to topics such as supporting Ukraine and created a consistent image of clear principles and priority goals in foreign policy under the hashtag #StandsWithUkraine.

After Minister Juraj Blanár took office in October 2023, the focus of communication shifted from the war in Ukraine to economic diplomacy. Posts on the Instagram social network began to focus on various anniversaries, diplomatic visits and meetings, as well as program announcements by the government of the Slovak Republic.

As part of the government’s program statement, MFAEA SR emphasizes the importance of economic diplomacy and the development of the participation of Slovak business entities in European and global markets. Membership in the European Union is considered indispensable, and the ministry is committed to promoting and supporting the independent foreign and economic policy of the EU. Priority is also given to supporting the peaceful nature of the EU, respecting individual member states, and fulfilling the obligations arising from membership. At the same time, the policy of openness to all sides of the world is planned to continue. (Národná rada Slovenskej republiky, 2023)



„Overall, it can be stated that communication through social networks and press releases from the Ministry of Defense of the Slovak Republic during the conflict in Ukraine under the leadership of Eduard Heger and the bureaucratic government of Ľudovít Ódor was structured and transparent. This effective and coordinated communication contributed to better public awareness and, at the same time, prevented the spread of disinformation.“
„Slovakia’s membership in Euro-Atlantic structures significantly influences the country’s international position, which, however, is constantly threatened by various information operations and hybrid activities from both state and non-state actors.“

Identifying Risks and Communication Challenges: The Dynamics of Information Threats in Slovakia  



In Slovakia, identifying potential risks and communication challenges is crucial given the diverse information threats the country faces. One of the significant problems is the use of hostile narratives about democracy, the West, the European Union, NATO, and Ukraine by key political figures, including the government. This is exemplified by the current Prime Minister Robert Fico, whose communication has gradually shifted from popular discourse to openly hostile narratives, which ultimately proved successful in elections. (Šefčíková, Tkáčová, 2023)

These influential political actors dominate the information space in Slovakia, especially on online platforms like Facebook, where nationalist and anti-Western discourse prevails. Right-wing movements, such as the Slovak National Party and the Party of the Republic, thrive in this environment. The media landscape is also influenced by the spread of disinformation, with portals like Hlavné správy experiencing significant online traffic.

Social media, particularly Facebook, amplify hostile narratives and disinformation, while the messaging app Telegram is experiencing growth and provides a space for radicalized actors. This context, along with undertones of pan-Slavism and nostalgia for the communist era, creates vulnerabilities leading to a widespread inclination to believe disinformation and conspiracy theories among roughly half of the population, according to the Globsec Trends 2023 survey. (GLOBSEC, 2023)

Anti-Americanism and conspiracy theories about the EU and NATO further contribute to a significantly polarized society. Nationalist movements with extremist rhetoric are gaining popularity and appeal not only to those longing for the previous regime but also to young people. Domestic actors serve as channels for pro-Kremlin narratives, with the Russian embassy in Bratislava actively shaping discourse and influencing Slovak information channels. (Šefčíková, Tkáčová, 2023)

The complexity of Russian influence is evident in cases of espionage and the arrest of individuals linked to Russian activities, including the financing of domestic disinformation portals. The influence of the Russian Federation also manifests in public discussions, as illustrated, for example, by the dependency of Attorney General Maroš Žilinka on the statements of the Russian ambassador regarding the alleged desecration of graves of Russian soldiers from World War I in a Slovak cemetery. (Šefčíková, Tkáčová, 2023)



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War in Ukraine in the Slovak Information Environment: STRATCOM Challenges  

The war in Ukraine has become a pivotal aspect creating significant tension. One of the prominent challenges is the use of hostile narratives about Ukraine by political figures, including the government, resulting in societal polarization. A prime example is the current Prime Minister Robert Fico, whose communication turned openly hostile towards Ukraine after losing power following the murder of a Slovak investigative journalist in 2018 and extensive protests.

These political figures influencing the information space employ hostile narratives concerning democracy, the West, the European Union, NATO, and specifically Ukraine. These narratives contribute to creating an atmosphere of strong nationalism and anti-Western sentiment. Online platforms, especially Facebook, have become fertile ground for disseminating these narratives.

Additionally, media known for spreading disinformation plays a significant role in shaping the perception of Ukraine in the Slovak public. Social media further amplifies this influence, where hostile narratives spread rapidly and effectively. The messaging application Telegram, with inadequate regulation, provides a space for radicalized actors spreading hostile narratives, including those about Ukraine.

Alongside this, there is an undertone of pan-Slavism and nostalgia for the communist era, which, coupled with hostile political narratives, creates vulnerabilities to disinformation and conspiracy theories. This combination of factors contributes to the belief among approximately half of the population in disinformation and conspiracy theories, particularly regarding the situation in Ukraine. (GLOBSEC Trends, 2023)

Overall, it can be concluded that Ukraine is not just a topic in the Slovak information space but represents a key aspect influencing strategic communication. Hostile narratives, disinformation, and the spread of conflict are closely linked to political discourse and pose challenges for identifying and managing risks in communication strategies.





„Additionally, media known for spreading disinformation plays a significant role in shaping the perception of Ukraine in the Slovak public. Social media further amplifies this influence, where hostile narratives spread rapidly and effectively.“
„In the context of the current situation in Ukraine and the impact of Russian aggression on regional stability, strategic communication has become an essential tool for managing and shaping public opinion. Slovakia, as a member of Euro-Atlantic structures, faces comprehensive security challenges that require a systematic and thoughtful approach to informing the public and supporting key foreign policy priorities.“

Conclusion and Recommendations 



In the context of the current situation in Ukraine and the impact of Russian aggression on regional stability, strategic communication has become an essential tool for managing and shaping public opinion. Slovakia, as a member of Euro-Atlantic structures, faces comprehensive security challenges that require a systematic and thoughtful approach to informing the public and supporting key foreign policy priorities.

In times of crisis and conflict, such as the war in Ukraine, the importance of rapid and reliable communication with the public has been demonstrated. The security and stability of Slovakia are closely linked to its ability to effectively respond to information manipulation and disinformation campaigns that undermine citizens‘ trust in democratic institutions and values.

Slovak ministries, such as the Office of the Government, the Ministry of Defense, and the Ministry of Foreign and European Affairs, have made systematic efforts towards transparent and coordinated communication with the public. Their efforts to debunk misinformation and provide factual information through social networks and official channels demonstrate an example of effective crisis communication strategy.

However, with political changes and rotation of key positions, the character and priority of communication may change. It is essential for Slovakia to maintain a coherent and effective communication strategy that reflects its commitments to security, democracy, and the international order.

In a time of growing geopolitical uncertainty and hybrid threats, strategic communication is a key element for protecting and strengthening Slovakia’s security and stability not only in the short term but also in the long term. Its effectiveness depends on cooperation, transparency, and an ongoing adaptive process capable of addressing new challenges and threats posed by the dynamics of today’s world.

Recommendations:

  • Prevent the dissolution of existing STRACOM capacities: With the advent of the Robert Fico government, it is uncertain what will remain of the strategic communication structure. It is likely to be marginalized with significant personnel changes. At this point, the priority should be to prevent the dissolution of existing strategic communication capacities and emphasize their importance. It is crucial to maintain the tradition of professional government communication independently of the political communication of the current administration.
  • Strengthening resilience against Russian propaganda: Slovakia should support initiatives to improve its strategic communication to prevent the spread of disinformation and strengthen public resilience against manipulation.
  • Increase awareness: Strengthening awareness campaigns about the importance of NATO and EU membership can reduce space for disinformation and undermine efforts to weaken public trust in these institutions.
  • Support for Ukraine: Slovakia should actively support Ukraine through humanitarian and diplomatic aid, creating a positive image and strengthening diplomatic relations.
  • Development of strategic communication plans: Departments such as the Ministry of Defense and the Ministry of Foreign Affairs should continue effective and coordinated communication on social networks and other media, emphasizing transparency and publishing verified information.

References

 



Petra Bošková is a Project Manager and Researcher at the Strategic Analysis Think Tank. 

This publication was released as part of the Security Academy of  Adapt Institute. Publication was supported by the Ministry of Defence of the Slovak Republic and Friedrich-Ebert-Stiftung in Bratislava.

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