KEEPING THE BALANCE BETWEEN ETHICS AND EFFECTIVENESS IN COMMUNICATION

Today’s geopolitics has become more and more complicated, alliances change and the geopolitical actors shift from the background to the spotlight very quickly. In such a volatile environment, communication is a critical tool wielded by states and non-state actors alike. The tension between maintaining communication ethics—grounded in truth, transparency, and respect—and the urgent demand for communication efficiency—speed, clarity, and impact—has become increasingly pronounced. This article analyzes the complex interplay of these forces, with a focus on the influence of digital technologies, social media and information warfare. Drawing on case studies of the Russia-Ukraine conflict and global COVID-19 messaging, it tries to illustrate how ethical compromises can undermine efficiency in the long term and argues for a balanced communication strategy that upholds ethical standards without sacrificing strategic effectiveness.