Strategic Communication and Public Marketing for Territory Positioning in Ukraine: Media Engagement, Resource Utilization, and Image Formation

Olena Uhodnikova, Roman Oleksenko, Giuseppe T. Cirella, Oleg Kravets (), Iryna Verkhovod, Нalyna Matviienko, Yurii Hurbyk, Tetiana Shchetinina () and Olena Kravets ()
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Olena Uhodnikova: O.M. Beketov National University of Urban Economy in Kharkiv
Roman Oleksenko: Dmytro Motornyi Tavria State Agrotechnological University
Oleg Kravets: Dmytro Motornyi Tavria State Agrotechnological University
Iryna Verkhovod: Bohdan Khmelnitsky Melitopol State Pedagogical University
Нalyna Matviienko: V.I. Vernadsky Taurida National University
Yurii Hurbyk: Bogdan Khmelnitsky Melitopol State Pedagogical University
Tetiana Shchetinina: Poltava State Agrarian Academy
Olena Kravets: Dmytro Motornyi Tavria State Agrotechnological University

Chapter Chapter 20 in Handbook on Post-War Reconstruction and Development Economics of Ukraine, 2024, pp 353-373 from Springer

Abstract: Abstract This chapter investigates three mechanisms of public marketing in the context of postwar Ukraine: media engagement, resource utilization, and advertising. Public marketing plays a critical role in territorial development and the effective promotion of specific regions across diverse media platforms. Proficient media interaction bolsters audience awareness and comprehension of territory positioning, significantly amplifying the interest of varied stakeholders—ranging from the local population, potential investors, and tourists to entrepreneurs, international collaborators, and domestic actors. By examining media dynamics, information dissemination, and audience involvement, the chapter underscores the required method for Ukraine’s postwar era promotion. The media’s role in transmitting information and tailoring content to diverse demographic and psychographic segments is explored. An examination of advertising as an ideological influence reveals its prowess in shaping perceptions and attitudes, transcending traditional promotional paradigms. The intersection of advertising, public perception, and loyalty formation assumes centrality, uncovering their interconnected dynamics. Strategic collaboration with different forms of media, underscoring the significance of developing relationships to convey precise messages and bridge the authority-public gap, is featured. In sum, the chapter encapsulates theoretical underpinnings and pragmatic strategies for territory positioning, showcasing the elaborate process of narrative construction, content adaptation, and media interface. The symbiotic synergy between public administration and media engagement emerges as a precondition for territory development, positioning, and reputation cultivation, reflecting the interdependent interplay of authority and audience within the contemporary landscape of strategic communication.

Keywords: Advertising strategies; Audience engagement; Effective communication; Loyalty formation; Media interaction; Public administration; Sustainable development; Target audience; Territory development (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:conchp:978-3-031-48735-4_20

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DOI: 10.1007/978-3-031-48735-4_20

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