FEATURES OF PUBLIC DIPLOMACY IN UKRAINE DURING MARTIAL LAW

Abstract

The article explores the transformation of Ukraine’s public diplomacy in the context of the full-scale war with the Russian Federation which has been ongoing since 2022. Public diplomacy is considered a critically important tool of foreign policy aimed at shaping a positive image of Ukraine, consolidating international support, mobilizing resources, and countering the information operations of the aggressor state. The authorth emphasizes the changing nature of diplomatic communication during wartime: from traditional information work to a multi-level dialogue with governments, civil society, media, cultural communities, and international audiences overall. Special attention is paid to the analysis of new formats of public diplomacy that emerged after February 24, 2022. These include the UNITED24 platform, the Ukraine Recovery Conferences (URC), the development of municipal (community-based) diplomacy, and the rise of veteran diplomacy. It is proved that these formats not only represent Ukraine’s national interests abroad but also deepen international solidarity, strengthen emotional connections with global audiences, and build long-term partnerships. The article also highlights successful communication practices by official institutions, non-governmental organizations, cultural ambassadors, and military veterans, who have become key actors of Ukraine’s public diplomacy.Particular attention is paid to a new direction in public diplomacy – veteran diplomacy, the effectiveness and significance of which are demonstrated by specific examples of its use in contemporary realities. The conclusions emphasize that public diplomacy in wartime is not a secondary activity, but one of the defining factors of Ukraine’s international subjectivity, which should remain a priority in the post-war period.