Meeting of the PR Hub of the Western Ukrainian Office of the European Business Association

22/ 05/ 2026

How do you communicate effectively in a conservative industry? That was the central question at the PR Hub meetup of the Western Ukrainian Office of the European Business Association, featuring Victor Zinchenko, Head of Communications at Ajax Systems. Ajax operates in the security industry — where technical language, complex products, and high professional expertise have long been the norm. Yet the team proves that even here, communication can be clear, dynamic, and meaningful. The goal isnt to simplify the product into generic messaging, but to find the format that helps the audience genuinely understand its value. One standout case: Ajax Special Event — how an industry product launch can become a market-defining moment. Its not about a polished format or strong visuals alone. Its about consistency, attention to detail, a precise understanding of the audience, and the ability to build brand trust through communication. Key takeaways from the conversation: → Working with audiences in a technically complex environment → Creating communication formats that differentiate a company in the market → Balancing business objectives with social initiatives without losing substance → Building a long-term brand through educational, cultural, and communication projects 💡 The core insight: quality communication in a conservative industry doesnt start with wanting to be creative — it starts with a deep understanding of the product, the audience, and the context the company operates in. Thank you to Viktor Zinchenko for the open, insightful conversation and practical case studies. Thank you to all PR Hub participants for the engagement and professional discussion. See you at the next events of the EBA Western Ukrainian Office 👋

How do you communicate effectively in a conservative industry?

That was the central question at the PR Hub meetup of the Western Ukrainian Office of the European Business Association, featuring Victor Zinchenko, Head of Communications at Ajax Systems.

Ajax operates in the security industry — where technical language, complex products, and high professional expertise have long been the norm. Yet the team proves that even here, communication can be clear, dynamic, and meaningful. The goal isn’t to simplify the product into generic messaging, but to find the format that helps the audience genuinely understand its value.

One standout case: Ajax Special Event — how an industry product launch can become a market-defining moment. It’s not about a polished format or strong visuals alone. It’s about consistency, attention to detail, a precise understanding of the audience, and the ability to build brand trust through communication.

Key takeaways from the conversation:

→ Working with audiences in a technically complex environment

→ Creating communication formats that differentiate a company in the market

→ Balancing business objectives with social initiatives without losing substance

→ Building a long-term brand through educational, cultural, and communication projects

💡 The core insight: quality communication in a conservative industry doesn’t start with wanting to be creative — it starts with a deep understanding of the product, the audience, and the context the company operates in.

Thank you to Viktor Zinchenko for the open, insightful conversation and practical case studies. Thank you to all PR Hub participants for the engagement and professional discussion.

See you at the next events of the EBA Western Ukrainian Office 👋