This article seeks to describe the dynamics of COVID-19 in the Baltic States and to analyse the ways of communicating the threat and its consequences. Particular attention is paid to the media strategies pursued in the study area. The research is based on Russian and English texts from the Baltic media, WHO official documents and datasets, as well as initiatives of the Baltic Sea region organisations (2020) counteracting COVID-19. A combination of these sources builds up an objective view of the situation and demonstrates how the pandemic and its consequences are represented in public consciousness given a certain pragmatic goal.The pandemic is a new type of threat; its consequences demonstrate a tendency towards negative synergy and a category shift from soft threats to hard ones. The research shows that several key strategies — counter-active, projective, conservative, mobilising, resilient, and reflective — are used to communicate the threat and its consequences in the media. © Zabotkina, V. I., Pavlenko, O. V., Boyarskaya, E. L., Moiseeva, E. Yu., 2020 All rights reserved