Training civil servants in promoting the reputation of the country in the settings of crisis communication
| Published date | 01 October 2024 |
| DOI | http://doi.org/10.1177/01447394231191928 |
| Author | Andrii Kyrychok,Tetiana Harbuza,Natalia Teslenko,Olena Okhrimenko,Viktoriia Zalizniuk |
| Date | 01 October 2024 |
| Subject Matter | Curriculum Design in Public Administration Education: Challenges and Perspectives |
Curriculum Design in Public Administration Education: Challenges and
Perspectives
Teaching Public Administration
2024, Vol. 42(3) 376–399
© The Author(s) 2023
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DOI: 10.1177/01447394231191928
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Training civil servants in
promoting the reputation of the
country in the settings of crisis
communication
Andrii Kyrychok
Department of Publishing and Editing, Institute of Publishing and Printing for National Technical University of
Ukraine “Igor Sikorsky Kyiv Polytechnic Institute”, Kiiv, Ukraine
Tetiana Harbuza, Natalia Teslenko, Olena Okhrimenko and
Viktoriia Zalizniuk
Kyiv National University of Trade and Economics, Kyiv, Ukraine
Abstract
The purpose of the study was to identify how the updated refresher course influences the
civil servants’readiness to promote or restore the reputation of Ukraine in the setting of
crisis communication. The study used qualitative methods and tools for baseline analysis
of the currently delivered refresher courses for civil servants and quantitative methods
for quasi-experimental research. It was found that there was a need for updating the
curriculum to concentrate more on training civil servants in promoting the reputation of
the country in the context of crisis communication. The main outcome of the inter-
vention was the student-designed and presented projects. These were as follows:
“Consolidation of the world through the “soft power”of the state,”“Transparency: See,
Invest, Gain,”“Handwriting of Consolidation: Books and Journals,”“Welcome to Our
Club,”“Great Citizens: Footprints in History,”“Fight Fakes: Learn how,”“Fr om Heart to
Heart via Facebook,”and “Did you ever know that …? You’ll be surprised!.”Using the
researcher-designed awareness and readiness for promoting the nation’s reputation scale
(ARPNRS), it was found that the updated refresher course for the civil servants improved
the attendees’brand management awareness and skills, crisis communication awareness,
and skills, awareness, and skills in measuring a nation’s image and reputation, and mo-
tivational components. The ANCOVA test identified that there was a shift from
Corresponding author:
Andrii Kyrychok, Department of Publishing and Editing, Institute of Publishing and Printing for National
Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute”, Peremogy Avenue, 37, Kiiv 03056,
Ukraine.
Email: akyrychok@ukr.net
knowledge readiness level (71.23%) to readiness-to-perform level (62.50%) in the
participants of the updated course (EG). Further research is needed to identify the
effectiveness of student-designed projects in real-life settings.
Keywords
Civil servants training, crisis communication, in-service training, country’s reputation
promoting
Introduction
The key civil servants’functions and historical mission are related to building the
country’s reputation and representing its image through their behaviour and communi-
cation (Ingenhoff et al., 2018;Zuo, 2013). The civil servants regularly take refresher
courses to attune to the tasks of extraordinary nature such as restoring the country’s image
and reputation in crisis communication using international best practices. Training of this
kind has recently become a high priority and a challenge for civil servants in the context of
ongoing crisis communication of the state government bodies of Ukraine with their
counterparts from some post-soviet states. That training is also essential because the
properly built image and reputation of the country influence its international economic
activities, investment attractiveness, international relations, domestic labour market, and
system of education. Image and reputation not only ensure a competitive advantage for the
country internationally and they also influence the citizens’self-respect, self-esteem, and
self-identification (Bhargava, 2017;Buhmann, 2016). Being intangible assets, the
country’s image and reputation are established, promoted, and managed via communi-
cation. The above context enhanced the role of institutionalised communication man-
agement practices for image-building and promotion in many countries (Buhmann, 2016;
Wang, 2006). The exanimation of the publicly available syllabuses for the refresher
courses for civil servants in Ukraine showed that the courses offered by the key in-service
training institutions such as the National Agency of Ukraine for Civil Service, Training
Centre for Prosecutors of Ukraine, Andrii Meleshevich Kyiv-Mohyla School of Gov-
ernance, and Volyn Regional Centre for Professional Development covered neither
country’s branding or image and reputation building, managing or restoring nor managing
crisis communication (National Agency of Ukraine for Civil Service, 2022a;National
Agency of Ukraine for Civil Service, 2022b;Training Centre for Prosecutors of Ukraine,
2021;Andrii Meleshevich Kyiv-Mohyla School of Governance, 2022;Volyn Regional
Centre for Professional Development, 2022). The examination of the above curriculums
showed that updating the refresher courses for civil servants so that these could provide
training in restoring the image and reputation of the country in the crisis communication
settings specifically was relevant. The absence of content on restoring the image and
reputation of the country specifically in crisis communication settings within the current
curriculum design underscores the relevance of updating refresher courses for civil
servants. Addressing this oversight through comprehensive training programs that
Kyrychok et al. 377
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