Strategic communication is crucial for the Republic of Moldova, in a complex geopolitical context and in a period of transition towards European integration and democratic consolidation.
Essentially, strategic communication is a planned and coordinated process by which the state delivers clear, coherent messages through multiple channels simultaneously, thus leading to the formation of attitudes and behaviours based on truth and real facts.
Unlike conventional state communication, which focuses more on day-to-day governance issues, strategic communication targets substantive aspects of society and the state and aims to achieve long-term objectives.
Strategic communication efforts are directed at supporting, consolidating and contributing to the accomplishment of national interests that underlie the idea of the Republic of Moldova as a 21stcentury state, a democratic, European republic, well anchored in the political, economic, social and security network of advanced democracies and developed economies, with a well-defined national identity and a commensurate international prestige.
In this respect, strategic communication is prioritised in relation to countering disinformation and is articulated around 5 strategic pillars representing 5 macro thematic areas:
- European integration
- Social cohesion
- Economic resilience
- Bolstering the defence sector
- Strengthening national security in a regional context
In conclusion, strategic communication is more than just a method of countering disinformation; it is an essential component of national information security and the process of consolidating democracy in Moldova. Not only does it protect against information attacks, but it also creates a solid foundation for socio-economic development, strengthening national identity and facilitating European integration. Given the complexity and interdependence of current challenges, strategic communication formalised at the state level and by strategic partners is an effective way for Moldova to build a resilient and united society prepared for the challenges of the future.
Why is strategic communication so important for the Republic of Moldova?
First, because an approach focused on countering disinformation is reactive. It always comes into play after the damage has been done.
Attempts to respond to false narratives propagated, especially by external actors such as the Russian Federation, face a major strategic disadvantage. Once a false message is disseminated in the public space, it quickly gains traction and attempts to combat it post-factum prove ineffective.
Russia, for example, uses multiple techniques to influence attitudes and beliefs, including manipulative interpretation of facts, generalisations or exaggerations of issues, selective presentation of truths, and inoculation of fears related to European integration. Such complex tactics make it impossible to simply debunk fake news, especially when the public is already influenced by these messages.
Strategic communication solves this problem through a proactive and coherent approach to the information space. Instead of limiting itself to reacting to information attacks, Moldova must assume the role of initiator in transmitting messages. This means that, through strategic communication, the state advances its values, objectives and benefits related to the European and democratic path before disinformation takes effect. This creates an “immunity” in the public space, where citizens are already exposed to accurate and detailed information about national and international realities, thus counterbalancing the effects of propaganda.
How does strategic communication contribute to mitigating societal vulnerabilities?
The need for strategic communication in the Republic of Moldova also becomes clear through the societal vulnerabilities that malign narratives exploit. The lack of education based on critical thinking at the masses level means that part of the population does not have the ability to discern between real information and obvious manipulations. Moreover, the lack of trust in state institutions leads to a rejection of official messages, which leaves a wide space for manoeuvre for those who want to destabilise Moldova’s European and democratic path. Strategic communication aims to build a relationship of trust between authorities and citizens, based on transparency, coherence and active involvement.
In addition, economic problems and the fear of poverty, together with the lack of a clear national identity shared by most citizens, are constantly exploited to induce insecurity and divisions in society. Strategic communication, however, provides a framework through which the state can address these fears and insecurities, promoting concrete solutions and tangible benefits of European integration. It can also contribute to strengthening national identity by creating a unitary discourse that supports democracy, European values and belonging to a common destiny.
Why is strategic communication so important for the Republic of Moldova?
Attempts to respond to false narratives propagated, especially by external actors such as the Russian Federation, face a major strategic disadvantage. Once a false message is disseminated in the public space, it quickly gains traction and attempts to combat it post-factum prove ineffective.
Russia, for example, uses multiple techniques to influence attitudes and beliefs, including manipulative interpretation of facts, generalisations or exaggerations of issues, selective presentation of truths, and inoculation of fears related to European integration. Such complex tactics make it impossible to simply debunk fake news, especially when the public is already influenced by these messages.
Strategic communication solves this problem through a proactive and coherent approach to the information space. Instead of limiting itself to reacting to information attacks, Moldova must assume the role of initiator in transmitting messages. This means that, through strategic communication, the state advances its values, objectives and benefits related to the European and democratic path before disinformation takes effect. This creates an “immunity” in the public space, where citizens are already exposed to accurate and detailed information about national and international realities, thus counterbalancing the effects of propaganda.
The need for strategic communication in the Republic of Moldova also becomes clear through the societal vulnerabilities that malign narratives exploit. The lack of education based on critical thinking at the masses level means that part of the population does not have the ability to discern between real information and obvious manipulations. Moreover, the lack of trust in state institutions leads to a rejection of official messages, which leaves a wide space for manoeuvre for those who want to destabilise Moldova’s European and democratic path. Strategic communication aims to build a relationship of trust between authorities and citizens, based on transparency, coherence and active involvement.
In addition, economic problems and the fear of poverty, together with the lack of a clear national identity shared by most citizens, are constantly exploited to induce insecurity and divisions in society. Strategic communication, however, provides a framework through which the state can address these fears and insecurities, promoting concrete solutions and tangible benefits of European integration. It can also contribute to strengthening national identity by creating a unitary discourse that supports democracy, European values and belonging to a common destiny.
In conclusion, strategic communication is more than just a method of countering disinformation; it is an essential component of national information security and the process of consolidating democracy in Moldova. Not only does it protect against information attacks, but it also creates a solid foundation for socio-economic development, strengthening national identity and facilitating European integration. Given the complexity and interdependence of current challenges, strategic communication formalised at the state level and by strategic partners is an effective way for Moldova to build a resilient and united society prepared for the challenges of the future.
