The role of political marketing in shaping public policies: evidence from Ukraine

Abstract

Public policies are increasingly shaped not only by institutional decision-making processes but also by communication strategies and marketing practices. While political marketing has traditionally been studied in the context of electoral competition, its role in the design, promotion, and legitimization of public policies remains understudied. This gap is particularly evident in emerging democracies, where governments rely on public trust and societal mobilization to advance reforms and maintain resilience during crises.

This article examines the role of political marketing in shaping public policies in Ukraine. Drawing on agenda-setting theory (McCombs & Shaw; Cobb & Elder) and public policy frameworks such as Kingdon’s Multiple Streams and Baumgartner and Jones’s Punctuated Equilibrium, the study applies a qualitative policy analysis. Empirical materials include Ukrainian government strategies, official communication campaigns, media discourse, and sociological surveys, complemented by reports from international organizations such as IFES, NDI, and USAID.

The findings suggest that political marketing in Ukraine has expanded beyond electoral campaigns to become a central mechanism for constructing and legitimizing public policies. Through framing, branding, and storytelling, policymakers have managed to transform societal concerns into state priorities. Case studies illustrate how digital transformation policies were branded through the Diia platform, how Euro-Atlantic integration became embedded in political discourse as a national policy priority, and how wartime resilience campaigns mobilized public support for defense and reconstruction.

The Ukrainian experience demonstrates that political marketing is not merely a tool of persuasion but a vital instrument for shaping and sustaining public policies under conditions of crisis and democratic transformation. The article contributes to both theoretical debates on agenda-setting and practical discussions on the institutionalization of policy marketing in emerging democracies.