NATO's Jānis Sārts: action, not words, shape Ukraine war narrative

Jānis Sārts, director of NATO’s Strategic Communications Excellence Centre, explained that in modern conflicts the primary tool of strategic communication is decisive action, not rhetoric. He said that Ukrainian drone strikes deep into Russian territory and the burning of Russian ammunition depots convey a far stronger narrative than speeches from officials, including President Volodymyr Zelenskyy.

Sārts noted that early in the war symbols such as flowers or statements of Ukrainian weakness no longer sway public opinion. Visual evidence from the burning warehouses and videos shared by Russian civilians now drives the narrative, forcing the opponent to communicate on the terms set by Ukrainian actions. He described a shift in European perception of Ukraine from a “small underdog” to a serious military partner and security ally, underscoring the importance of aligning action with messaging in NATO’s communication strategy.