Нові виклики для репутаційної безпеки держави в сучасному інформаційному просторі
Emerging challenges for the reputational security of a state in the current information environment

Summary/Abstract: Building and maintaining reputational security isan important priority for a contemporary state. In the eventof an external threat, a good image and reputation allowssuch a state to attract allies and receive support from foreigngovernments, companies, and individuals. Today’s interna-tional information space is complex, volatile, and chaotic.A great variety of political actors interact in it, using thelatest technologies and widely resorting to confrontationaltactics. All this poses significant threats to the image andreputation of a state, and thus to its international coopera-tion, development, and security. The purpose of the articleis to identify and outline the main challenges and threatsto the reputational security of a state typical of the currentstage of international relations, and to propose a frameworkfor a strategy of communication with foreign publics, takinginto account these threats. The methodological basis of thestudy is the theory of reputational security by Nicholas Cull.An approach to the analysis of public diplomacy, involvingthe examination of trilateral interaction with the participa-tion of a third hostile party, is also applied. It is establishedthat current threats and challenges to the reputational se-curity of a state are related to: the volatility and instabilityof the environment in which the public’s opinions changerapidly and can be easily manipulated; significant mediadistortions of the true picture of international and nationalpolitics; decline of fair play in political communication, theprevalence of manipulative technologies, and the gradualdisappearance of taboos; disorientation, polarisation, andradicalisation of the public in many countries. It is conclud-ed that in order to counteract those threats, the strategy ofpublic diplomacy aimed at establishing and ensuring thereputational security of a state should: contain elementsof openness and transparency in communicating one’sposition; demonstrate that one’s own policy and actionsare based on strong values that are close to foreign publics;provide for the establishment of networks for coordinationand joint efforts with other democratic and responsibleinternational policy actors; ensure a proactive position ofthese actors in order not only to respond to threats createdby others, but also to set rules for the changing internationalinformation environment.

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