THE ROLE OF PUBLIC RELATIONS IN CIVIL-MILITARY COMMUNICATIONS IN STRENGTHENING PUBLIC TRUST IN THE ARMED FORCES OF UKRAINE

Abstract

The purpose of this study is to identify the role of public relations in civil-military communications and assess their impact on building trust in the Armed Forces of Ukraine. The article analyzes contemporary communication practices within military units, including the organization of press service activities, the establishment of information agencies, and the use of digital platforms and social media to engage with the public. The study is based on content analysis, comparative analysis of official social media accounts of the Armed Forces of Ukraine (Facebook, Instagram, Twitter, Telegram), observation of the information activity of military press services, and examination of publicly available official sources.The findings demonstrate that integrated communication systems make it possible to inform the public about the activities of the Armed Forces of Ukraine while shaping a positive image of military units. Active use of digital channels enhances public engagement, ensures timely responses to critical situations, and fosters sustainable trust in the Armed Forces. It was established that the main tools of influence include regular content updates, the use of video and photo materials, infographics, thematic digests, and leadership communication by officers and unit spokespersons.The study shows that effective civil-military communication is a key element of information defense and contributes to building stronger connections between the army and society during times of crisis. The article outlines directions for further improvement of the military communication system, including strengthening the human resource capacity of public relations specialists, deepening the integration of social platforms, and aligning messages with the country’s political and operational agenda.The results obtained may serve as a basis for developing information strategies aimed at building long-term public trust in the Armed Forces of Ukraine and improving the effectiveness of civil-military communications under modern conditions.