Over the last five years, political squabbling, incompetence, corruption and regular gas rows with Russia have dimmed Ukraine’s post-Orange [Revolution] glow. The country’s image has suffered – and measurably so. East West Communications, an American firm, publishes rankings of national “brands” based on the tone (positive or negative) of global media coverage. Ukraine closed 2009 in 175th place out of 200, behind perpetual rogue state Libya and the war-torn Democratic Republic of the Congo.
So what does this mean? Two things.
First, Ukraine must learn to shape the international narrative. So far, it has failed to grasp the importance of a communications strategy and, unlike Russia, has not learned from its mistakes. Moscow, after losing the media war in its 2008 conflict with Georgia, determined never to be “out-communicated” again. Ukraine learned this the hard way, when Russia managed to make it take much of the blame for the January 2009 gas cutoff.
More important, however, is that Ukraine’s policies have too often been poorly thought out, or simply misguided. No communications strategy can conceal the failure of Viktor Yanukovych, Yulia Tymoshenko and Viktor Yushchenko to push through difficult reforms. Nor can it cancel out their unwillingness to work with each other.
The arrival of a new president is a chance for Ukraine’s political leaders to turn the page. Unfortunately, it is an opportunity they seem determined to miss. No sooner had the Feb. 7 presidential electoral results been announced that Tymoshenko threatened to take to the streets in protest. As for Yanukovych, he wasted no time in taking liberties with the Constitution in cherry-picking deputies from opposing parties to form his majority in the Verkhovna Rada.
It didn’t help Ukraine’s image when all international media broadcast images of eggs flying in the nation’s parliament and free-for-all-style brawls on the day of ratification of the new Russia-Ukraine Black Sea Fleet agreements that replaced the debate on the issue.
In recent years, Yanukovych has worked hard to shed his image as Moscow’s man in Kyiv. He has been big on symbolism, making his first official trip to Brussels and insisting that Ukraine keep out of the current system of military alliances. But his decision to extend the Black Sea Fleet’s lease in Sevastopol – against the spirit, if not the letter, of the Constitution – is difficult to reconcile with his “non-bloc” rhetoric, not to mention the rule of law.
So what next? Yanukovych still has international credibility. But if he wants to keep it he will have to make some changes, and fast. That means, first, abiding by the letter and spirit of the Constitution, even – especially – when it goes against his political interest. Second, it means respecting Ukraine’s commitments, namely to the International Monetary Fund, the European Union, Russia and the United States. Third, it means carrying out some of the most pressing reforms, namely those of the judicial and energy sectors, as well as in public administration. Fourth, it means maintaining a healthy working relationship with the prime minister and the Cabinet of Ministers, even if he loses his majority in the next parliamentary elections, and ensuring that Ukraine speaks with only one voice internationally. And finally, it means implementing a comprehensive communications strategy designed to promote any accomplishments and stave off threats to Ukraine’s image. The top on this list of publicity measures should be the proper organization of the Euro 2012 football championship.
A good international image is not a luxury. National reputation does not merely affect the general attitudes of a country’s partners: it can determine their views on the compatibility of its values, its suitability as an ally and its attractiveness for investment. Ukraine’s image will continue to evolve: the only question is whether its leaders will be assets or liabilities.
Sacha Tessier-Stall is a senior foreign policy analyst at the International Centre for Policy Studies in Kyiv. He can be reached at [email protected].
