Strategic Communication and Public Diplomacy of the Republic of Moldova in the Context of Accession to the European Union
Strategic Communication and Public Diplomacy of the Republic of Moldova in the Context of Accession to the European Union

Summary/Abstract: The Republic of Moldova began the process of joining the European Union in March 2022, against the backdrop of the war in Ukraine, facing multiple crises and hybrid threats, including disinformation. Strategic communication and public diplomacy are important communication processes for promoting European integration and strengthening national resilience. They pursue long-term objectives aligned with national values and interests through coordinated messages tailored to the target audience. Moldova’s strategy in this area is to promote the country’s image as an attractive European state while informing the population about the benefits of integration. However, reactive campaigns predominate and the lack of a unified strategic narrative on the EU affects the effectiveness of communication. Disinformation, amplified by social media and external actors, exploits fears about sovereignty, national identity and economic crises. The effectiveness of strategic communication depends on consistent messages, a clear definition of the target audience and the involvement of civil society in the process. Ultimately, successful EU membership requires concerted action and transparent communication aimed at building public trust. In this article, we will analyse the strategic communication and public diplomacy of the Republic of Moldova in the context of EU accession, while explaining both concepts, both by definition and by comparison, highlighting the specificity of the Republic of Moldova. The effectiveness of the Republic of Moldova’ strategic communication for EU membership requires identification and coordination of all government instruments (political leaders, decision-makers, strategic actors, communicators, implementation actors, official diplomacy, business, public, media operations, public-private partnership, military diplomacy, communication, interdepartmental public relations), as well as societal instruments (media, NGOs, private communication entities, academia, cultural institutions, the public figures, influential authors, scientists, the Diaspora, etc.).

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