Speaking with Confidence: Preparing Law Enforcement Agencies for Effective Media Communication
June 05, 2025
In today’s dynamic and high-stakes media environment, the ability of Ukrainian law enforcement agencies to communicate with confidence, clarity, and responsibility has never been more vital. Amid the ongoing war and an evolving landscape of disinformation, effective public communication is not just a skill, but a cornerstone of public trust, a defense against false narratives, and a channel for accurate, timely information.
Recognising this critical need, the EU Advisory Mission’s (EUAM) Strategic Communications Unit recently conducted a spokesperson training for media officers from various law enforcement bodies in the Lviv region. The goal was clear: to equip participants with practical tools to navigate media interviews, deliver key messages under pressure, and engage with the public transparently and credibly.
Hannelore Valier, Head of the EUAM Field Office in Lviv greeted the participants by underlying the importance of effective communication in the context of the challenges currently faced by Ukraine. “EU integration is not an easy walk as it demands sustained efforts from Ukrainian law enforcement agencies and every employee within them. It also requires engagement and trust from the citizens of Ukraine,” Valier noted. “That’s why it is crucial to communicate both within your institutions and with the public about the ongoing reforms and the reasons behind them. Understanding this, the Mission is deeply committed to further support the Ukrainian law enforcement agencies,” she concluded.
The training blended theoretical insight with intensive hands-on practice. Participants learned how to craft concise, impactful responses, manage sensitive topics, and harness the power of non-verbal communication. Each exercise was designed to prepare them for real-world media scenarios – when facing the camera and answering complex questions under pressure.
Leading the training was Olga Atamanova from Core Agency, a seasoned communication expert with extensive experience advising law enforcement institutions. She was struck by the high level of engagement, professionalism, and openness among the participants.
“I’m inspired by the fact that spokespersons from state institutions genuinely strive to build public trust through effective and transparent communication,” she noted. “Even during the sessions, they were already analysing their own cases and modelling different approaches to media interaction. Their dedication was evident.”
Despite the intensity of the day, both theoretical modules and on-camera practical exercises were successfully completed. Participants expressed a strong interest in further training, particularly longer workshops that would allow for deeper preparation and in-depth interview analysis.
The session brought together 23 participants, representing a rich mix of experience from seasoned media professionals to junior officers just beginning their communication careers. This diversity fostered a vibrant exchange of perspectives, enhancing the learning experience for all involved.
As Viktor Kalytka, a press service representative of the State Border Guard Service in the Volyn region, aptly summed up the experience:
“the fact that there were so many questions and the depth of discussion among the participants showed just how necessary and timely this training was.”
In an era where every word can shape public perception, empowering law enforcement with the skills to speak clearly, confidently, and credibly, is a vital investment in trust, transparency, and resilience.
