MAKING THE IMAGE OF THE MILITARY ACCORDING TO NATO STANDARDS: THE LEGAL DIMENSION

The image of the military is an important component of the image of an individual unit, which influences the public's perception of the security and defence sector and the Alliance as a whole. Understanding NATO in terms of shaping the image of the military means studying the audiences influenced by military public relations professionals whose main activities are regulated by law. NATO standards in the area of military image building are based on the understanding of the leading role of the individual military in shaping the image through the direct influence of military public relations professionals on external and internal audiences. Public perceptions of the individual service member and the Alliance as a whole are an important element in supporting missions and activities. The main means of influence is segmented content, which is disseminated in an appropriate form through information and communication channels on relevant platforms. Understanding audiences, studying and researching them is important in planning information campaigns, implementing them and receiving feedback to be taken into account for approaching to Ukraine interoperability to NATO standards in public affairs sphere.