FULL-SCALE RUSSIAN INVASION AND THE BUSINESS MANAGEMENT STRATEGIES OF INDEPENDENT MEDIA ORGANIZATIONS

Abstract

This article examines the impact of Russia's invasion of Ukraine on the country's media landscape, with a specific focus on the strategic responses of The Kyiv Independent. Ukraine, having long grappled with challenges to media independence, witnessed a surge in the importance of resilient business management strategies following the invasion. The Kyiv Independent, a digital startup born out of the closure of the Kyiv Post, provides a compelling case study in navigating the complexities of war, economic upheaval, and a global humanitarian crisis. Through an analysis of pre-invasion and post-invasion business practices, the article explores the adaptive strategies employed by The Kyiv Independent, offering valuable insights into crisis management best practices for media entities facing extreme duress. Theoretical frameworks encompass diverse revenue streams, audience engagement, digital integration, and editorial independence, highlighting the unique strategic needs and vulnerabilities of media organizations in times of conflict.