XVIII International PR Festival United More Than 300 PR Professionals and Foreign Speakers
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The XVIII International PR Festival, which took place in Kyiv on March 5, united more than 300 PR professionals from leading Ukrainian companies, Ukrainian representatives of international corporations, NGOs, authorities, and political parties. This year, it was held under the motto “Working Without Money. Possible?” As Olena Derevianko, Chairman of the Forum's Organizing Committee, Vice-President of the Ukrainian PR League and Co-Founder of the PR-Service Agency, said, “We decided to work with the illusions of the heads of companies regarding the possibility of resourceless reputation management and find ways to overcome them for the sake of the company's well-being and strengthening of professional reputation PR industry.”
Speakers from Great Britain and Poland shared their vision of the latest industrial trends and current tools with their Ukrainian colleagues. Szymon Sikorski, Ex-President of the Polish Public Relations Association and CEO and Founder of the Publicon agency, spoke about current trends in PR metrics and KPIs in PR. Chantal Bowman-Boyles, Managing Partner of the British communications agency FinnPartners, talked about how new technologies, including artificial intelligence and the possibilities of digital tools, are changing the public communications and PR industry around the world, and the risks and challenges that will arise before society and companies. “Never lie. Lies will always be noticed. Work with facts,” Ms. Bowman-Boyles noted in her speech at the festival.
Particular attention was paid to the business environment of Ukraine, the state of which directly affects the working conditions of companies and represents the basic context of reputation management. In his speech, Vitalii Shapran, one of Ukraine's best financial and economic experts, analyzed the risks for the Ukrainian economy in case of a global recession. Also, he emphasized that Ukrainians have much more financial resources than the IMF could provide to Ukraine, but “people don't want to take their dollars and euros to banks at 1%.” Valeria Ionan, Deputy Minister of Digital Transformation for European Integration, shared the experience of free digital literacy improvement for Ukrainians and the role of companies in this process, and spoke about the activities of the educational portal osvita.diia.gov.ua, the purpose of which is to reduce the digital gap between generations and teach Ukrainians of all ages to use the Internet safely.
Oleksandr Dubinskyi, a well-known opinion leader, former journalist, and now a People's Deputy, shared his opinion about the Telegram boom in Ukraine. He believes that this communication channel will gain popularity since most decision-makers prefer this method of obtaining information. And the authoritative media lawyer Serhii Ganin analyzed various scenarios of regulation of the Ukrainian information space and their influence on the work of mass media.
One of the panels during the Festival was dedicated to the latest communication tools for companies and brands with their audiences. Dmytro Zinchenko, Head of Digital at Philip Morris in Ukraine, spoke about how companies can encourage users to write positively about them and noted that every modern company should be a little media-oriented, “UGC (user-generated content) is something that forces you to fill your Instagram feed.” “TikTok is a new ‘stupidity epidemic’,” Ievhinii Hryhoriev, SMM Head at "Allo" and Xiaomi Ukraine, expressed his opinion about the growing popularity of the social network. The guests of the Festival had the opportunity to communicate with real influencers-TikTokers – Tasia, Pavlo and Oleksii, who talked about the possibilities of the network, what the representatives of the young generation are doing in TikTok, and how companies and brands can attract their attention. Taras Kovalchuk, Founder of the “Honest Trip” project, Co-Founder of the “Informal ‘O’” project, and Co-Owner of the Telegram channel “What the flight”, described the nearest perspectives of different communication channels as follows: “Being friends in social networks is a phenomenon from 2010. Telegram is ON now.”
As usual, a block of corporate cases became a mandatory part of the program. How can the PR and marketing departments effectively divide their budgets among themselves if their functions are increasingly overlapping? Viktoriia Zima, CMO at SAGA Development, and Nataliia Reva, PR director of SAGA Development, shared their experience, “We have PR and marketing as one team! We have PR marketing.” And Tetiana Chernenko, Director of Customer Experience at Watsons Ukraine, talked about the secrets of interaction between departments and financiers.
In addition, the organizers presented the guests of the PR Festival with a unique presentation format — exclusive video interviews of leaders and owners of Ukrainian businesses and public figures on reputation management. The owner of the DCH group Oleksandr Yaroslavskyi, CEO of Henkel in Ukraine Nina Dombrovska, Co-Founder of “!FEST” Andrii Khudo, Ex-restaurateur and MP Mykola Tyshchenko, actor, TV presenter, MP Yurii Koriavchenkov (Yuzyk) and Oleksandr Shevchenko shared their opinions and secrets. Then PR experts Kateryna Petrova (Oschadbank), Olena Obukhovska (Arricano Real Estate), and Olena Morozova (Channel 112) discussed their positions and public speaking skills during the panel discussion.
At the end of the Festival, the participants devoted time to the analysis of environmental fashion in CSR and listened to the thoughts of Liudmyla Tsyhanok, President of the Professional Association of Environmentalists of Ukraine, in the “myth busters” format. Afterward, the traditional ceremony of awarding the winners of the National rating of the quality of corporate governance “Reputation ACTIVists” http://www.repactiv.com.ua/ took place.
The Organizing Committee will publish the most interesting news and the brightest theses from the speeches of the speakers of the International PR Festival on the official page of the Festival on Facebook and the official website of the forum http://pr-festival.com.ua/ru/news. Find out all the most interesting things in real time!
Let us recall that the International PR Festival is a unique annual meeting of leading industry professionals.
For 18 years, the International PR Festival has been a platform for opening professional dialogues and discussions of all participants in the PR industry of Ukraine, studying the best cases, and providing an opportunity to look into the near future of the industry of public communications and reputation management.
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