„Securing minds and borders: How Latvia is shaping strategic communication in an unstable region (Jan–Apr 2025)”

CEO Summary:

Between January and April 2025, Latvia’s strategic communication was strongly focused on defense preparedness and international cooperation within NATO. The messaging consistently emphasized military readiness, public mobilization, defense procurement, and support for Ukraine. Patriotic and historical themes were also regularly integrated into the content strategy. High audience engagement was observed around ceremonial coverage and joint NATO exercises. Operational conclusions point to an effective legitimation of defense policies and a strengthening of Latvia’s image as a proactive NATO partner. Peaks in communication activity during February and April suggest a deliberate effort to increase visibility around historical anniversaries and growing regional security concerns.

Scope of Analysis:

Dominant Communication Themes:
Strategic messaging concentrated on the mobilization of reservists, military training, defense acquisitions and testing, allied cooperation, NATO operations, and symbolic commemorative dates. Messages were framed to reinforce awareness of threats and the necessity for robust defense capabilities.

Share of Key Message Categories (% of all communications):

• Military training and reservist mobilization: 31%

• International cooperation and NATO relations: 28%

• Procurement and testing of military equipment: 17%

• Support for Ukraine: 11%

• Patriotic and historical communication: 8%

• Crisis and infrastructure messaging: 5%

Communication Effectiveness:
The highest audience engagement (likes, comments, shares) was generated on the official “Latvijas armija” and “Aizsardzības ministrija” accounts. Top-performing content included videos and coverage of joint military exercises, especially those featuring allied forces. Successful posts often featured visual elements, clear hashtags (#WeAreNATO, #StrongerTogether), and recognizable institutions or individuals.

Narratives and Their Intensity:
The strongest narrative was solidarity with Ukraine, supported through logistical aid, educational content, and ceremonial tributes. The second most prevalent was “defense capability enhancement,” including updates on procurement and equipment testing. A constant narrative thread emphasized Latvia’s integration into NATO.

Strategic Effectiveness Conclusions:
Latvia’s strategy focused on legitimizing defense investments and building national resilience. The content was consistent, visually engaging, and designed to keep defense topics high in public awareness. There was a clear integration of domestic developments with international defense efforts.

Channels and Formats:

🔹 Communication was driven primarily through Facebook and TikTok, using official accounts such as “Latvijas armija” and “Aizsardzības ministrija.” Formats included short videos, photo galleries, live event coverage, and educational posts. Content was adapted to digital audiences, maximizing outreach and engagement.

Main Topics (% of thematic saturation):

🔹 Training and reservist mobilization (31%) – Focused on courses, training camps, ceremonial oaths, and participation by professionals (doctors, journalists, academics).
🔹 International cooperation and NATO (28%) – Highlighted the presence of foreign troops, joint exercises (e.g., Baltic Sentry, Milex25), and alliance integration.
🔹 Defense modernization (17%) – Covered acquisition and deployment of ASCOD vehicles, RBS-70 systems, Patria 6×6 APCs, drone testing, and industrial cooperation.
🔹 Support for Ukraine (11%) – Included arms deliveries, medical equipment, and participation in the Drone Coalition.
🔹 Patriotic and historical content (8%) – Focused on commemorative events, deportation anniversaries, and narratives of national resilience.

Communication Function:

🔻 Latvia’s strategic communication served four main objectives:

• Public mobilization – Promoting enlistment, training programs, and citizen engagement in defense.

• Legitimation of government policy – Justifying military spending and security measures as necessary responses to regional threats.

• International image-building – Positioning Latvia as an active NATO member and defense partner.

• Public education and crisis awareness – Informing citizens about security risks, historical memory, and national values.

Month-by-Month Breakdown:

January:

• Focus: historical memory (Winter Battles), initial VAD intake.

• Peak: January 18 – Sweden’s battalion arrives.

February:

• Focus: reservists, Ukraine support, NATO operations.

• Peak: February 24 – anniversary of Russian invasion of Ukraine.

• Change: Growth of educational/historical content.

March:

• Focus: procurement deals, Ukraine support, recruitment campaigns.

• Peak: March 25 – deportation commemoration.

• Change: Shift toward infrastructure and hybrid threat discussions.

April:

• Focus: military exercises (Solar Eclipse, Baltic Sentry), crisis messaging, modernization.

• Peak: April 14–16 – naval operations, drone testing.

• Change: Emphasis on tech-based and infrastructure themes.

Operational Conclusions:

Latvia’s strategy leverages public trust in national institutions by showcasing specific security-related actions and international cooperation. A high-frequency, visually compelling, and thematically consistent information flow ensures the long-term entrenchment of defense narratives in the public sphere. Increasing focus on hybrid threats and critical infrastructure defense suggests strategic anticipation of future conflict scenarios.