Building a Larger Reform Support Community in Ukraine

Effective communication is vital for the success of any reform initiative as it ensures that all stakeholders are informed, engaged, and aligned with the goals and processes of the reform. Clear communication helps build trust and transparency, which are essential for gaining the support and cooperation of those affected by the changes. By providing accurate information about the reasons for the reform, the expected outcomes, and the steps involved, leaders can mitigate resistance and dispel misconceptions. Furthermore, open channels of communication allow for feedback and dialogue, enabling the identification and resolution of potential issues before they become significant obstacles. In addition to fostering understanding and support, communication plays a crucial role in the implementation phase of reforms. Ultimately, strong communication strategies contribute to the sustainability and effectiveness of reforms by ensuring that all parties are informed, engaged, and working towards a common goal.

EU4PAR has been supporting the Government of Ukraine in building a Public Administration Reform (PAR) community and ensuring all stakeholders of this reform are aware of and support it. Towards this end, the government established an inter-institutional communication group that leads communication strategy design and coordinates implementation. EU4PAR provides support to every aspect of this group’s operation, including practical support for implementing various communication initiatives, such as maintaining a regular presence of the reform in various media.

The approach has provided both great outreach and impact. Communication activities included TV broadcasts, articles, blogs, public events, and a dedicated media platform, with a dedicated website and over 22,000 followers on Facebook. As a result, in the last six months of 2023, the PAR reform was mentioned and advocated for 670 times in various media, reaching over 120 million people.