The Kremlin's Puppeteer: How Kiriyenko Manages Russian Propaganda

Sergei Kiriyenko is one of the most influential, yet obscure, figures in the contemporary Russian political system. He is rarely mentioned in the official discourse, but he is the man behind the vast propaganda apparatus and oversees many of Russia's domestic political processes.

Ultimately, it was Kiriyenko who became the architect of the Kremlin's so-called new ideology, which includes imperial revanchism, justification of the war against Ukraine, and the creation of an artificial cult of the “Russian World 2.0.”

Kiriyenko first came into the spotlight in the late 1990s when he served as Prime Minister of the Russian Federation under President Boris Yeltsin. His tenure coincided with the Russian default of 1998, so his political career was put on hold for some time. He spent the following years at the state-owned Rosatom Corporation, where he proved himself to be a technocrat capable of solving complex economic problems. It was then, according to Bloomberg, that Putin noticed Kiriyenko's ability not only to manage large-scale projects but also to solve sensitive political issues.

In October 2016, there were first reports that Sergiy Kiriyenko was moving to the position of First Deputy Head of the Russian Presidential Administration. The Guardian wrote that this appointment means the strengthening of the “party of technocrats” in Putin's inner circle and may indicate a deeper reshuffle within the Kremlin's vertical. Since then, Kiriyenko has been assigned to oversee domestic policy, including overseeing work with the regions, party organizations, and state media.

How does Russian Propaganda Machine work

Russian propaganda is extensive: federal channels such as Perviy Kanal, Rossiya 1, NTV, and numerous regional TV channels; troll factories on social media and Telegram; and the creation of pseudo-expert centers and think tanks. Coordination of such a large-scale system requires a rigid vertical structure, and Kiriyenko's role here is difficult to overestimate.

According to the Atlantic Council, Kremlin propaganda is based on the principle of a single decision-making center: the most important messages come directly from the leadership of the Presidential Administration, and from there they are distributed to media holdings, political headquarters, and regional administrations. The units that deal with information injections use instructions from the top to ensure that all Russian federal and local media outlets interpret events in the same way.

Kiriyenko paid special attention to telegram channels, which in Russia serve as both a platform for propaganda and a platform for leaks. According to Reuters reporters, the Kremlin has deployed a network of pro-presidential anonymous channels that promote information campaigns against the opposition or throw in theses to justify the actions of the Russian authorities in the international arena. This flexibility allows for the modeling of public opinion, sometimes avoiding excessive censorship or official tone.

The Kremlin's New Ideology After Launching the full-scale war on Ukraine in 2022

The full-scale invasion of Ukraine in February 2022 was the impetus for a radical renewal of propaganda narratives. Now they are based on open ultranationalist rhetoric and ideas of historical justice, where Ukrainian statehood is portrayed as a mistake of history. According to a number of Russian sources and analytical reports, Kiriyenko is the ideological curator of the whole process.

The so-called educational programs and youth projects promote the sacred role of Russia as a defender of Russian speakers, and in fact, justify the occupation of Ukrainian territories. The Kremlin has intensified its efforts targeting schoolchildren and students by introducing lessons on patriotism and heroic history—effectively distorting or suppressing the real state of affairs. This is accompanied by an almost complete absence of critical voices in Russia’s information space, as state-controlled television channels and newspapers merely echo the official position.

One of the most striking examples of Kiriyenko's activities as a propaganda curator was the organization of fake referendums in the temporarily occupied territories of Ukraine in 2022. The goal was twofold: on the one hand, to create the appearance of legitimacy of these regions' accession to Russia, and on the other hand, to present it in the Russian media as an expression of the will of the local population.

According to The Washington Post, it was Kiriyenko who was responsible for coordinating the political technologists and volunteers who came from Russia to conduct the voting in Luhansk, Donetsk, Kherson, and Zaporizhzhia regions. In reality, everything took place under the supervision of the Russian military, and the official results were prepared in advance. Independent media were not allowed, and repressions against the local population guaranteed the right picture for the Kremlin media.

Pre-election Interventions

At the same time, Kiriyenko's internal activities extend to all levels of Russian elections, from regional campaigns to presidential elections. To ensure high support for Putin or the United Russia party, Kiriyenko oversees a network of political technologists who are responsible for opinion polls, PR campaigns, and falsification of results.

The classic scheme is as follows: controlled TV channels and online resources form a positive image of the government, pseudo-sociological centers (such as VTsIOM or FOM) publish ratings favorable to the Kremlin, and administrative resources and direct pressure on voters are used on the ground. Thanks to this technological chain, it is known in advance that Putin or his proteges will get a result close to 70-80% of the vote, with a demonstrably high turnout.

Kiriyenko does not stop at domestic issues. His influence extends to the international arena, where Russia is waging a hybrid war against Western countries.

From cyberattacks on critical infrastructure to the spread of disinformation through social media, all of this is coordinated by the Putin administration, in which Kiriyenko is one of the main conductors.

RAND Corporation analysts call Russia's current strategy a multi-channel one, as it combines military, economic, and information influences. All of this requires clear logistics, financing, and organization - something that Kiriyenko has successfully managed within Russia and is now adapting to the international level.

Why is Kiriyenko Dangerous?

Firstly, he is a key link in keeping Putin in “legitimate” power, as election processes and propaganda campaigns provide the illusion of popular support for the regime.

Secondly, Kiriyenko is responsible for developing and disseminating an ideology that promotes aggression against Ukraine as a historical mission and attempts to transform Russian society into a closed, militarized community.

Third, he coordinates hybrid operations that affect global stability by undermining confidence in democratic institutions in Europe and the United States.

His relative non-publicity plays into the Kremlin's hands: the world media pays more attention to Putin or Shoigu, while a true technologist can remain in the shadows for a long time and quietly build a propaganda network.

Underestimating the figure of Kiriyenko could be costly for Ukraine and the international community. While the West focuses sanctions and diplomatic pressure mainly on the most public figures, Kiriyenko has the space to act relatively freely, expanding his channels of influence and improving his disinformation mechanisms. Understanding his role and countering the Kremlin's information tools should be an integral part of a global strategy to deter Russian aggression.

Bohdan Popov, Head of Digital at the United Ukraine Think Tank, communications specialist and public figure