Rhetoric and communication in interactions with the civilian population in emergency contexts: the role of specialists

Abstract

This study examines rhetorical and communicative strategies employed by civil protection specialists during emergency situations, focusing on the role of digital platforms and artificial intelligence in shaping public trust, behavioral responses, and information resilience. The research is based on a comparative analysis of official statistical indicators and institutional reports from Ukraine, Poland, and Lithuania for the period 2021–2024. Quantitative indicators of crisis communication effectiveness, including response time, use of digital channels, clarification rates, and disinformation incidents, were combined with qualitative content analysis of international policy documents and academic literature on crisis rhetoric, digital communication, and AI-assisted information management. The findings show that higher levels of digital integration correlate with faster response times and lower rates of clarification requests and disinformation. Nevertheless, communication effectiveness is determined primarily by message clarity, standardization, and rhetorical structure rather than by message volume. Digital platforms and artificial intelligence enhance crisis communication only when integrated with coherent rhetorical strategies and ethical governance principles, emphasizing the need for unified communicative guidelines and targeted professional training.