Strategic Communications and Public Diplomacy as Tools for Shaping a New World Order and Strengthening Ukraine’s Competitiveness

The modern world order is undergoing a massive transformation caused by increased multipolarity, geo-economic fragmentation, and the escalation of interstate conflicts and new security threats. Under such conditions, strategic communications and public diplomacy are key instruments for a state to mobilize international support and strengthen its subjectivity in the international arena. For Ukraine, which is resisting Russian aggression while integrating into the European and Euro-Atlantic space, an effective communication policy is becoming an important condition for protecting national interests and increasing global competitiveness.The article is devoted to a comprehensive interdisciplinary analysis of strategic communications and public diplomacy as tools for shaping a new world order, strengthening competitiveness, and international statehood. The paper reveals the evolution and conceptual foundations of strategic communications as a system-forming element of a state’s foreign policy strategy. It is proven that public diplomacy, as a component of strategic communications, is becoming a priority for countries that are restoring or strengthening their subjectivity in the international arena. The institutional models of the US, EU, and NATO in the field of strategic communications are analyzed, which are characterized by integrated strategic management, interagency coordination, audience segmentation, and the widespread use of digital platforms, big data, and crisis communication tools. The specifics of the Ukrainian model of strategic communications, which is being formed in the context of hybrid warfare and requires the simultaneous development of institutional stability, operational efficiency, and technological adaptability, are highlighted. The special role of strategic communications in enhancing Ukraine’s competitiveness, shaping its positive image, neutralizing information threats, and mobilizing global support is emphasized. It is argued that building institutional and digital capacities, developing an analytical support system, and implementing a “preemptive strategy” model are critical to strengthening Ukraine’s position in international processes. Areas for further research are identified, covering the assessment of the effectiveness of strategic communications and the study of the institutional resilience of the national communications system in the context of hybrid threats.