PR Army’s co-founder Olha Danchenkova spoke at the EU DisinfoLab in Riga

Olha shared the PR Army’s experience in reactive and proactive communications, creative storytelling and strategic media and advocacy campaigns Where Are Our People? and DisarmRussia. She spoke at the panel "Contemporary Active Responses: Learning from Kyiv" alongside Marie-Doha Besancenot (NATO Public Diplomacy), Maryna Vorotyntseva (NATO Stratcom CoE), and chair Rihards Bambals Ph.D. (Latvian State Chancellery).

Olha emphasized the importance of adopting an integrated capabilities approach to Strategic Communications, which includes:

- Prioritize allied resources by focusing on and scaling effective strategies.- Conduct thorough research into the behavioural motivations of vulnerable audiences.

- Implement policy changes to ensure that actions align with stated commitments.

- Collaborate with civil society to empower independent communicators and authentic local voices to build trust.

- Build a network for knowledge sharing and strategic countermeasures.