Current PR technologies in the conditions of full-scale war in Ukraine

The aim of the article is to study the transformation of PR technologies in Ukraine during the full-scale war that began on February 24, 2022. This unprecedented situation has catalyzed dramatic changes in the communication landscape, forcing PR specialists to rapidly adapt and develop new strategies as Ukraine became the focus of global attention. The author analyzes the theoretical foundations of crisis communications during military conflicts, examining how traditional models have been supplemented by specific military communication strategies and information countermeasures. The unique Ukrainian model of wartime PR communications demonstrates high adaptability, integration of digital technologies, societal consolidation, and balanced emotional and rational messaging. Analysis results. The paper identifies four key areas of contemporary Ukrainian PR: governmental communications (characterized by centralized information policy and increased public trust), military communications (featuring strategic messaging and personnel branding), corporate communications (focusing on social responsibility and national identity), and civil society communications (coordinating volunteer efforts and international advocacy). Through detailed case studies of successful initiatives such as United24, Army of Drones, and the global #standwithukraine campaign, the article illustrates how innovative approaches have mobilized international support and resources. Particular attention is given to digital tools and social media as dominant information channels, highlighting innovations like specialized chatbots, crowdsourcing platforms, and new content formats balancing operational reporting with emotional engagement. The research addresses ethical challenges faced by PR professionals during wartime, including the tension between information dissemination and security concerns, appropriate representation of human suffering, and maintaining professional standards while prioritizing national interests. The article also examines Ukraine's international PR efforts to secure global support through strategic narratives positioning Ukraine as defending shared European values and security. Based on the analyzed experience, the article formulates key recommendations for PR professionals working in wartime conditions at both strategic and tactical levels. Strategic recommendations include developing crisis communication protocols, forming basic narratives for different target audiences, planning communications with security risks in mind, integrating psychological support into communications, and developing cross-sectoral partnerships. Tactical recommendations focus on diversifying communication channels, using data visualization, adapting content for different platforms, preparing for rapid response to disinformation, and engaging audiences in content creation and distribution. Conclusions and direction for further research. The study concludes that the Ukrainian PR industry has undergone rapid evolution during the full-scale war, transforming from marketing-oriented communications to strategic ones focused on national interests and security, integrating digital technologies, forming new professional standards and ethical principles, developing an interdisciplinary approach, and accumulating unique experience valuable for global PR theory and practice. The article identifies future research directions, including systematization of Ukrainian wartime communication experience, formation of international professional networks, development of tools for measuring the effectiveness of strategic communications during war, and exploring the use of artificial intelligence for analyzing information space and countering disinformation.