Long-term development strategy of Latvia and strategic communication in the shadow of the COVID‑19 crisis

Keywords: long-term development strategy, strategic communication, Covid‑19
Language: In Latvian

The issue of the long-term strategy usually becomes particularly topical in crisis situations, which is also the case now that the Covid-19 pandemic has rocked the normal order of affairs both globally and in Latvia. Following Latvia’s becoming a member of the EU (European
Union) and NATO (North Atlantic Treaty Organisation), the long-term strategy has been relaxed, which has a negative impact on country’s development and on the quality of the decisions made during the crisis. Clear strategic objectives, known and believed in by both the top political leadership and society at large, would allow overcome the temptation to switch long-term growth and prosperity to short-term benefits. Already in the nearest future, it is necessary to integrate a targeted long-term national strategy and strategic communication, as well as to strengthen long-term thinking culture. From the national governance point of view, maintaining the existing value system will be a major challenge in implementing the future strategy. National strategic communication will be crucial in this situation: which set of actions will be implemented and on what value system it will be based.
The article analyses examples both from Latvia’s recent history as well as from today’s perspective. A number of public surveys conducted in the second half of 2020 have been analysed, identifying public attitudes, both concerning issues related to the long-term national strategy and the ability to overcome crisis situations.