PROSPECTS FOR IMPROVING COMMUNICATION STRATEGIES OF CENTRAL EXECUTIVE AUTHORITIES UNDER MARTIAL LAW (BASED ON THE CASE OF THE NATIONAL HEALTH SERVICE OF UKRAINE)

Abstract

The article includes the study of strategic communications of the central executive bodies of Ukraine (CEBs) under martial law. The war has created a specific environment characterized by high uncertainty, limited resources, and persistent information threats, which necessitates the adaptation of communication strategies. The lack of scientifically grounded models of information and communication activities leads to improvisation in government practice, increasing the risk of management errors, weakening coordination with stakeholders, and reducing public trust.The purpose of this article is to identify the main problems and prospects for improving the communication strategies of central government bodies, based on an analysis of the practices of the National Health Service of Ukraine (NHSU). The research methodology combines structural-functional and institutional analysis with content analysis of digital resources and social networks, as well as a case study of the NHSU.The findings demonstrate that, at present, the service implements most fully a performance-oriented communication strategy (demonstrative and presentational). The media strategy remains fragmented and irregular, reducing the transparency and predictability of the institution’s information policy. The digital presence in social networks and messengers reaches only a fraction of the potential audience and is marked by low interactivity and limited use of platform capabilities.It is concluded that enhancing the effectiveness of the NHSU requires a transition from reactive and formalized communication toward a proactive, narrative-oriented, and integrated strategy, capable of ensuring coherence and transparency in interactions with diverse stakeholder groups. The development of such a model is a key condition for maintaining public trust and strengthening the resilience of the healthcare system during wartime and in the post-war recovery period.