Truth in wartime — key takeaways from EBA Media Talks with Sevgil Musaieva, Ukrainska Pravda

23/ 04/ 2026

On 20 April, the Marketing and Communications Committee of the European Business Association held a meeting in the EBA Media Talks format. The guest speaker was Sevgil Musaieva, Editor-in-Chief of Ukrainska Pravda. During a moderated discussion with Nataliia Ulynets, Founder and CEO of the communications agency Perfect PR and Chair of the EBA Committee, participants explored the transformation of journalism during wartime, the impact of AI on the media landscape, and how audience expectations are evolving in the era of fast content. Journalism in times of war and global change The full-scale war has significantly reshaped the role of media. According to Sevgil Musaieva, journalists — like communications professionals — must constantly “keep their finger on the pulse”. While Ukraine remains in a mode of survival and forced pause, the world continues to move rapidly forward. In the context of global competition for audiences, the quality of communication about Ukraine has become particularly important. 26 years of Ukrainska Pravda Sevgil shared insights into how the publication has operated since 2022. While the editorial team is gradually returning to a business-as-usual format, it continues to balance truth and responsibility. During wartime, the truth can be uncomfortable or even painful, yet it remains essential. At the same time, journalists bear responsibility for how this truth is presented to readers — guided by the principle of “do no harm”. The modern Ukrainian reader: engaged, critical, and fatigued Special attention was given to media audiences. According to the speaker, the Ukrainska Pravda reader is engaged, active, and highly critical of the authorities. However, fatigue from the war is becoming increasingly evident. This creates a new challenge for journalists and PR professionals — the dilemma between speed and depth of content. Ultimately, participants agreed that meaningful, value-driven topics that provide a sense of direction and “light at the end of the tunnel” remain in demand. Depth, trust, and purpose are becoming key elements of effective communication. The future of journalism and the role of human capital The discussion also touched on the future of Ukrainian media. In Sevgil Musaieva’s view, alongside military resilience, human capital is a critical factor — people who stay, work, and contribute to the country’s development. A separate part of the discussion focused on the impact of artificial intelligence. New technologies are transforming not only the global media market but also the broader business environment — and Ukraine will not remain on the sidelines of these changes. In closing, the speaker emphasised the importance of open dialogue. Today, it is especially important to learn to listen to opinions that may be uncomfortable, in order to avoid oversimplifying a complex reality and to move beyond one’s own information bubble. Dialogue and the ability to hear one another are what build a strong society. EBA Media Talks continue to serve as a platform for open conversations between business and media on today’s challenges and the future we are shaping together.

01/

Journalism in times of war and global change

The full-scale war has significantly reshaped the role of media. According to Sevgil Musaieva, journalists — like communications professionals — must constantly “keep their finger on the pulse”. While Ukraine remains in a mode of survival and forced pause, the world continues to move rapidly forward. In the context of global competition for audiences, the quality of communication about Ukraine has become particularly important.

26 years of Ukrainska Pravda

Sevgil shared insights into how the publication has operated since 2022. While the editorial team is gradually returning to a business-as-usual format, it continues to balance truth and responsibility. During wartime, the truth can be uncomfortable or even painful, yet it remains essential. At the same time, journalists bear responsibility for how this truth is presented to readers — guided by the principle of “do no harm”.

The modern Ukrainian reader: engaged, critical, and fatigued

Special attention was given to media audiences. According to the speaker, the Ukrainska Pravda reader is engaged, active, and highly critical of the authorities. However, fatigue from the war is becoming increasingly evident.

This creates a new challenge for journalists and PR professionals — the dilemma between speed and depth of content. Ultimately, participants agreed that meaningful, value-driven topics that provide a sense of direction and “light at the end of the tunnel” remain in demand. Depth, trust, and purpose are becoming key elements of effective communication.

The future of journalism and the role of human capital

The discussion also touched on the future of Ukrainian media. In Sevgil Musaieva’s view, alongside military resilience, human capital is a critical factor — people who stay, work, and contribute to the country’s development.

A separate part of the discussion focused on the impact of artificial intelligence. New technologies are transforming not only the global media market but also the broader business environment — and Ukraine will not remain on the sidelines of these changes.

In closing, the speaker emphasised the importance of open dialogue. Today, it is especially important to learn to listen to opinions that may be uncomfortable, in order to avoid oversimplifying a complex reality and to move beyond one’s own information bubble. Dialogue and the ability to hear one another are what build a strong society.

EBA Media Talks continue to serve as a platform for open conversations between business and media on today’s challenges and the future we are shaping together.