Expert: We need to enter de-occupied territories with clear information strategy

This was stated by Diana Dutsyk, Executive Director of the Ukrainian Institute of Media and Communication, during the presentation of the results of the study 'Effectiveness of Countering Russian Disinformation in Ukraine' at the Ukraine-Uninform Media Center.

"We understand that Ukraine is gradually liberating territories and sooner or later we will come to the liberation of Crimea and the entire Donetsk and Luhansk regions. And we must have a plan for what to do in the information field. We already have to develop a strategy for working with these audiences," she said.

According to Dutsyk, this issue is currently causing a lot of discussion in the expert community, and in order to prevent further development of conflict points, it is necessary to develop an information strategy.

At the same time, the expert noted that there are a number of issues in Ukraine's existing system of countering disinformation that need to be addressed. In particular, at the strategic level, they relate to reaching a consensus on terminology, forming a unified strategy, introducing coordination of efforts between organizations that counter disinformation, and creating a system for monitoring project effectiveness.

"Actually, there is no system of performance criteria. It is mainly evaluated by quantitative indicators - the number of products produced and the audience that watched them. But this does not tell us whether the audience's opinion has changed, whether the project has influenced people's decisions," said the director.

As reported, almost 84% of Ukrainians have noticed an increase in Russian propaganda in the media field.