PR Development Programme 360

• Status:new season starts on October 9, 2025; 2 offline days: October 9-10
• Duration:09 - 10 October
• Language: Ukrainian
• Time:10:00 - 18:00
• Fee for EBA members:13200 UAH
• Early Registration for EBA members:11500 UAH for EBA members till September 9
• Place:Forum Business City, Kyiv, Pymonenka St. 13
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Listen to online Stop   PR Development Programme 360. Date: 09 October2025. Time: 10:00 18:00. Language: Ukrainian. Place: Forum Business City, Kyiv, Pymonenka St. 13. In todays world, where a companys reputation is one of the main factors of its success, strategic communications management is becoming critically important. We will focus on important aspects of reputation management and communication strategies. We will help participants better understand how to build effective interaction with audiences, how to act correctly during crises, and what modern analytics tools can be used to measure the effectiveness of communications.  The EBA Management Development Centre Team invite you to the PR Development Programme 360.  Partner location: Forum business center network. The business center is thought out to the smallest detail for a successful business.   DURING THE PROGRAMME WE WIL TALK ABOUT:  Reputation management and strategic communications. A basic training module to understand the essence, features, relevance of this area, its practical aspects for the development of companies  How strategic communications differ from marketing, what basic skills and abilities managers at different levels of the company should have in order to effectively manage reputation-oriented communications. How to build the trust of target audiences through internal and external communications.  Crisis situations. An inseparable, although not always pleasant, part of a communicators work. But it is in moments of crisis that trust in a company is formed, its reputational stability and the professionalism of the communications team are determined.  Reputation management through the mathematics of reputation research. The impermanence of the model and audience perceptions. Myths and reality through the prism of numbers. The role of AI and changing tools for influencing the audience.  TARGET AUDIENCE: PR expert level middle and above. Heads of communication areas/departments. FORMAT: 2 offline days from 10:00 till 18:00.   PROGRAM   October 9  Module 1. Strategic Communications — Natalia Ulynets  Module objective: to provide basic theoretical knowledge and practical skills for working with strategic communications.  Strategic and tactical communications. The impact of communications and building relationships with stakeholders and target audiences.  Audience by influence and interest. Stakeholder map.  Structure and process of communications planning.  Module 2. Reputation management — Natalia Ulynets  Module objective: to provide basic theoretical knowledge and practical skills for working with reputation management as a management function.  Basics of reputation management. Levels of reputation and its components.  How trust in an organization and its reputation is formed. About the global crisis of trust and current reputation markers.  The importance of internal communications and the role of teams and CEOs in shaping a companys reputation and brand.  Corporate Social Responsibility.  Reputation Audit.  October 10  Module 3. Crisis Communications — Mykhailo Shuranov  The goal of the module: to learn in a concentrated (according to the Pareto principle) and practically how to act during a crisis, to look into the internal “kitchen” of decision-making in large companies.  How to classify a crisis: by speed, nature and scale of impact.  Conflicts as the basis of crises: typology and understanding of root causes.  How to determine the type of crisis and choose the appropriate level of response.  How to prepare a public statement during a crisis: structure, tone, timing.  Analysis of real cases from practice (McDonald’s, Kyivstar, Ukrtelecom, etc.).  Module 4. Measurement tools - from crisis to reputation research — Oksana Malychkovych  The goal of the module: to provide participants with practical analytical tools for quick decisions during a reputational crisis. The crisis is also a valuable time for a reputation test drive, and therefore for measurement – a list of valuable metrics for strategic analysis and decisions.  4.1 Data visualization and must-have metrics during crisis monitoring  Social media monitoring, emphasis on authorship.  Word map – quick navigation in arguments.  Media monitoring – a balance metric.  Reputation metrics during a crisis, what else to measure.  4.2 Reputation analysis methodology  Overview of tools and models.  Reputation model for a specific market – does a unified approach work?  Important attributes of the Ukrainian reputation model – what does the consumer believe in.  Credit of trust-Benefit of doubt.  CSR projects and their role in reputation formation. Frankly about metrics.  AI as a new stakeholder.  After successfully completing the course, participants will receive a certificate of completion of the Development Program. Speakers. Natalia Ulynets. Founder and head of the Public Communications Agency Perfect PR. Chair of the Marketing and PR Committee of the European Business Association.. Mykhailo Shuranov. Public Relations Director at NEQSOL HOLDING UKRAINE, communications executive with over 25 years of expertise in corporate Public Relations and Strategic Communications. Mykhaylo worked in McDonalds Ukraine, Kyivstar, Ukrtelecom, Smart Holding. Mykhaylo is a certified trainer of CIPR programs. Additionally, he serves as a co-founder and communications adviser at the Ukrainian AI startup, CheckEye. Oksana Malychkovich. Co-owner of the EL.BI.AY agency, a specialist in media and public opinion research. Invited teacher of the Media Analysis course at the Ukrainian Catholic University.. You can send a question to:. Contact person:. Юлія Гришко. E-mail [email protected]. Contact Phone. 067 406 65 40.

About the Programme

In today’s world, where a company’s reputation is one of the main factors of its success, strategic communications management is becoming critically important. We will focus on important aspects of reputation management and communication strategies. We will help participants better understand how to build effective interaction with audiences, how to act correctly during crises, and what modern analytics tools can be used to measure the effectiveness of communications. 

The EBA Management Development Centre Team invite you to the PR Development Programme 360. 

Partner location: Forum business center network. The business center is thought out to the smallest detail for a successful business.  

DURING THE PROGRAMME WE WIL TALK ABOUT: 

• Reputation management and strategic communications. A basic training module to understand the essence, features, relevance of this area, its practical aspects for the development of companies 
• How strategic communications differ from marketing, what basic skills and abilities managers at different levels of the company should have in order to effectively manage reputation-oriented communications. How to build the trust of target audiences through internal and external communications. 
• Crisis situations. An inseparable, although not always pleasant, part of a communicator’s work. But it is in moments of crisis that trust in a company is formed, its reputational stability and the professionalism of the communications team are determined. 
• Reputation management through the mathematics of reputation research. The impermanence of the model and audience perceptions. Myths and reality through the prism of numbers. The role of AI and changing tools for influencing the audience. 

TARGET AUDIENCE:

• PR expert level middle and above.
• Heads of communication areas/departments.

FORMAT: 2 offline days from 10:00 till 18:00.  

PROGRAM  

October 9 

Module 1. Strategic Communications — Natalia Ulynets 

Module objective: to provide basic theoretical knowledge and practical skills for working with strategic communications. 

• Strategic and tactical communications. The impact of communications and building relationships with stakeholders and target audiences. 
• Audience by influence and interest. Stakeholder map. 
• Structure and process of communications planning. 

Module 2. Reputation management — Natalia Ulynets 

Module objective: to provide basic theoretical knowledge and practical skills for working with reputation management as a management function. 

• Basics of reputation management. Levels of reputation and its components. 
• How trust in an organization and its reputation is formed. About the global crisis of trust and current reputation markers. 
• The importance of internal communications and the role of teams and CEOs in shaping a company’s reputation and brand. 
• Corporate Social Responsibility. 
• Reputation Audit. 

October 10 

Module 3. Crisis Communications — Mykhailo Shuranov 

The goal of the module: to learn in a concentrated (according to the Pareto principle) and practically how to act during a crisis, to look into the internal “kitchen” of decision-making in large companies. 

• How to classify a crisis: by speed, nature and scale of impact. 
• Conflicts as the basis of crises: typology and understanding of root causes. 
• How to determine the type of crisis and choose the appropriate level of response. 
• How to prepare a public statement during a crisis: structure, tone, timing. 
• Analysis of real cases from practice (McDonald’s, Kyivstar, Ukrtelecom, etc.). 

Module 4. Measurement tools – from crisis to reputation research — Oksana Malychkovych 

The goal of the module: to provide participants with practical analytical tools for quick decisions during a reputational crisis. The crisis is also a valuable time for a reputation test drive, and therefore for measurement – a list of valuable metrics for strategic analysis and decisions. 

4.1 Data visualization and must-have metrics during crisis monitoring 

• Social media monitoring, emphasis on authorship. 
• Word map – quick navigation in arguments. 
• Media monitoring – a balance metric. 
• Reputation metrics during a crisis, what else to measure. 

4.2 Reputation analysis methodology 

• Overview of tools and models. 
• Reputation model for a specific market – does a unified approach work? 
• Important attributes of the Ukrainian reputation model – what does the consumer believe in. 
• Credit of trust-Benefit of doubt. 
• CSR projects and their role in reputation formation. Frankly about metrics. 
• AI as a new stakeholder. 

After successfully completing the course, participants will receive a certificate of completion of the Development Program. 

Trainers

1 / 3

Natalia Ulynets

Founder and head of the Public Communications Agency Perfect PR. Chair of the Marketing and PR Committee of the European Business Association.

Mykhailo Shuranov

Public Relations Director at NEQSOL HOLDING UKRAINE, communications executive with over 25 years of expertise in corporate Public Relations and Strategic Communications. Mykhaylo worked in McDonald's Ukraine, Kyivstar, Ukrtelecom, Smart Holding. Mykhaylo is a certified trainer of CIPR programs. Additionally, he serves as a co-founder and communications adviser at the Ukrainian AI startup, CheckEye

Oksana Malychkovich

Co-owner of the "EL.BI.AY" agency, a specialist in media and public opinion research. Invited teacher of the "Media Analysis" course at the Ukrainian Catholic University.

Natalia Ulynets

Mykhailo Shuranov

Oksana Malychkovich

Partners

You can send a question to: