EUROPEAN STANDARDS AND PRINCIPLES OF PUBLIC AND BUSINESS COMMUNICATIONS: IMPLEMENTATION IN UKRAINIAN REALITIES

Abstract

The article explores European standards and principles governing public and business communication. It identifies the key legal instruments that shape the framework for communicative interaction. It is emphasised that European Union communication policy is based on the continuous assessment of citizens’ needs, the provision of information, the facilitation of feedback, and the promotion of participation in democratic processes. Particular importance is attached to compliance with such principles as accessibility and clarity of information, ethical conduct and impartiality, the protection of personal data, the implementation of corporate responsibility, and the development of a culture of partnership, ethics, and professionalism in business communication. The article outlines the current state of implementation of the core European principles in public and business communication processes in Ukraine. It is noted that the implementation of European standards in this field has been progressive, yet uneven. At the regulatory level, a number of reforms have been introduced with the aim of enhancing the openness of public authorities, advancing e-government, improving access to public information, and regulating the digital environment. In the sphere of business communication, European approaches to corporate governance, business ethics, compliance, and corporate social responsibility are being gradually adapted. A comparative analysis of communication models in the European Union and Ukraine demonstrates that, although a strategic approach to communication development can be observed in Ukraine, communication policy often remains fragmented and reactive, primarily focused on addressing immediate challenges. It is emphasised that the low level of public trust in governmental institutions in Ukraine is both a consequence of unsystematic and formalised feedback mechanisms and a challenge that contradicts the understanding of public communication as an integral element of democratic governance. The article concludes that, while the implementation of European standards of public and business communication in Ukraine has already been partially achieved, it requires systematic coordination of actions at all levels of government, the strengthening of public trust in public institutions, and due consideration of the national context, particularly the conditions of martial law and post-war recovery.