Ukrainian Journalists Learn Estonian Crisis Communication Model Amidst Ongoing War
From August 23rd to 29th, 2025, a delegation of Ukrainian journalists and communication specialists embarked on a training visit to Estonia as part of the “Strategic Communication and Societal Resilience to Disinformation” project. Representing diverse regions of Ukraine, including frontline and border areas like Dnipro, Luhansk, Donetsk, Poltava, Sumy, Zhytomyr, and Kherson, as well as the capital Kyiv, these professionals sought to gain insights into Estonia’s robust approach to crisis communication and societal resilience, particularly in the face of disinformation campaigns. With their nation embroiled in a devastating war, the Ukrainian delegation recognized the critical importance of effective communication and a united front in navigating the challenges of conflict and its aftermath.
Estonia, with its own history of navigating geopolitical complexities and information warfare, provided a valuable case study for the Ukrainian delegation. The training program offered an immersive experience, encompassing visits to key Estonian institutions and organizations involved in crisis management and communication. The delegation observed firsthand the operations of municipal police and city communication services, gaining insights into local-level responses to emergencies. They also engaged with government bodies responsible for social media monitoring and countering disinformation, recognizing the crucial role of these agencies in safeguarding the information landscape.
Furthermore, the Ukrainian journalists and communication specialists had the opportunity to interact with the National Crisis Centre and rescue services, understanding the coordinated approach to emergency response. A visit to the e-Estonia Briefing Centre showcased the innovative use of digital solutions for public services and communication, highlighting the potential of technology in enhancing government transparency and citizen engagement. The delegation also gained valuable perspectives from the Kaitseliit (Estonian Defence League), an organization that exemplifies the integration of civilian participation in national defense. Meetings with women’s and youth organizations underscored the importance of inclusivity and the mobilization of all segments of society in times of crisis.
The training program extended beyond institutional visits, incorporating expert discussions at the PractNet Office on critical topics such as identity, myths, minority policy, and information resilience. These sessions provided a platform for in-depth analysis and knowledge sharing, equipping the Ukrainian participants with valuable tools and strategies for navigating the complex information environment. Beyond the formal program, the visit fostered a strong sense of camaraderie and mutual understanding between the Ukrainian and Estonian participants. The shared experience of facing external threats created a foundation for open dialogue and collaboration.
Viktoriia Kundirenko, a representative from the Poltava Regional Council, captured the essence of the visit, emphasizing not only the effectiveness of Estonia’s systems but also the human element driving their success. “What impressed us most was not only how the system works, but also the people behind these institutions,” she stated. “We spoke the same language – the language of trust, support, and understanding.” This sentiment underscored the importance of human connection and solidarity in times of crisis, especially for Ukrainians grappling with the realities of war. The Estonian experience provided a tangible example of how trust between the state and its citizens can be cultivated and strengthened, serving as a vital pillar of societal resilience.
The visit to Estonia proved invaluable for the Ukrainian delegation, providing practical knowledge and inspiration for building a more resilient information landscape in their own country. The lessons learned, particularly regarding crisis communication, disinformation countermeasures, and citizen engagement, will undoubtedly contribute to Ukraine’s ongoing efforts to strengthen its societal resilience in the face of ongoing conflict. The exchange of experiences and best practices fostered a sense of shared purpose and reinforced the importance of international cooperation in addressing the challenges of disinformation and building a more secure future. As Ukraine continues to navigate a complex and challenging environment, the insights gleaned from the Estonian experience will undoubtedly play a crucial role in shaping its strategies for fostering unity, resilience, and effective communication.