The role of inclusive communications and strategic narrative in public administration under martial law and emergency conditions.

Abstract

This paper explores the role of inclusive communications and strategic narratives in shaping effective public administration during martial law and emergency situations. It addresses the challenges of ensuring social resilience, societal cohesion, and trust in public institutions amidst prolonged warfare and large-scale humanitarian crises. The paper highlights key conceptual approaches to inclusivity in public administration, grounded in the principles of dialogic communication, human-centered governance, and equitable engagement between authorities and citizens. Drawing on a comparative analysis of communication practices in Croatia, Georgia, and Israel, which faced prolonged armed conflicts, the study identifies essential principles for developing inclusive communications: engaging socially vulnerable groups, tailoring narratives to local contexts, integrating digital platforms for citizen interaction, and crafting unifying strategic narratives. Special attention is given to the application of inclusive approaches in Ukraine, currently in a state of war with Russia. The study analyzes existing public communication strategies employed by Ukrainian institutions, particularly in the context of the informational reintegration of temporarily occupied territories, support for internally displaced persons, and assistance to the families of fallen soldiers. A conceptual model is proposed for integrating inclusivity into strategic narratives of public administration. This model emphasizes the creation of a «narrative of hope,» fostering citizen participation in decision-making processes, utilizing empathetic communication to address psychological trauma, and enhancing social cohesion. The study employs a multidisciplinary methodology that synthesizes theoretical foundations from public administration, social psychology, conflict studies, and communication theory. Its empirical basis includes case studies of international experiences and a content analysis of official documents and sociological surveys in Ukraine. The findings demonstrate that effectively integrating inclusive approaches into strategic communications can consolidate society, reinforce the legitimacy of public institutions, and lay the foundation for Ukraine’s post-war recovery. The proposed model can be adapted for implementation at both national and local levels of public administration.