![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2025\/03\/153A3562-scaled.jpg\")
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Danylo Tsvok,<\/strong> Chief AI Officer at the Ministry of Digital Transformation, highlighted that AI is already actively integrating into government and business processes, with marketing and PR being no exception. He also introduced the newly established AI Centre of Excellence in Ukraine, aimed at developing a robust AI infrastructure, fostering a professional AI community, and integrating technology across various spheres of life. \u201cThe Centre\u2019s priority is to implement and create AI solutions for the state. However, we also aim to create conditions where all institutions of society are aware of AI’s capabilities and its safe application. Our Centre will help facilitate this,\u201d Danylo emphasised.<\/p>\n Daria Nahaieva<\/strong>, Sales & Development Director at Gradus Research, presented the latest research findings on media consumption trends among Ukrainians in 2024. She discussed the changing popularity of different content formats and media consumption patterns, as well as generational trends in brand perception.<\/p>\n Following the presentations, a panel discussion titled “Challenges for the PR Community” took place.<\/strong><\/p>\n The event concluded with a lively discussion and networking session, during which speakers answered audience questions.<\/p>\n The European Business Association thanks all event participants and expresses gratitude to the event partners \u2013 BC FORUM and Morshynska<\/strong> \u2013 for their support!<\/p>\n Partners<\/strong><\/p>\n <\/p>","protected":false},"excerpt":{"rendered":" Marketing and Communications Committee of the EBA hosts first major offline PR Community Meeting of 2025 \u2013 PR Outlook 2025. The event participants discussed how the media and communications market is transforming in 2025. Experts from the public sector, business, journalism, as well as marketing and sociological research, shared their plans and forecasts for the […]<\/p>\n","protected":false},"author":33544,"featured_media":624887,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[4,5,22],"tags":[],"yoast_head":"\n![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2025\/03\/153A4042-scaled.jpg\")
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Natalia Ulynets<\/strong>, Founder and \u0421\u0415\u041e of the communications agency Perfect PR and Head of the Marketing and Communications Committee at the EBA, moderated the discussion. She raised the issue of balancing support for the military with other socially important initiatives. Natalia stressed that businesses should remain engaged in the wartime context while also addressing other critical aspects. Speaking on behalf of the agency sector, she noted the increasing demand for reputation audits and personal brand development.<\/p>\n![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2025\/03\/IMG_7371-200x300.jpg\")
Bogdan Lohvynenko<\/strong>, journalist, writer, public figure, and founder of Ukra\u0457ner, expressed concern over the state of independent media in Ukraine and worldwide following the inauguration of the new US administration. He pointed out that many Ukrainian media outlets are on the verge of closure. \u201cThe challenge for Ukrainian civil society now is whether we can support national media products,\u201d he stated. Bohdan also discussed how businesses can contribute to supporting independent media and announced Ukra\u0457ner\u2019s new projects for 2025.<\/p>\n![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2025\/03\/153A4169-scaled-e1741253294276-212x300.jpg\")
Natalia Klymenko<\/strong>, PR Director at Fozzy Group, emphasised that successful communications in 2025 require flexibility and the ability to adapt quickly to change. \u201cOur industry is constantly evolving \u2013 new formats emerge, and the number of communication channels continues to expand. PR professionals must not only consider the context in which they operate but also choose the right format and channel to engage with their audience effectively,\u201d she noted.<\/p>\n![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2025\/03\/153A4318-200x300.jpg\")
Daria Nahaieva<\/strong> addressed questions about outdated formats that should be left behind and highlighted the importance of selecting appropriate communication channels. She stressed that the key resource of any PR team is qualified specialists, who are currently in short supply in the market.<\/p>\n![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2025\/03\/153A3762-scaled-e1741253271484-218x300.jpg\")
Kateryna Zhykhareva<\/strong>, International Partnership Manager at AZOV.ONE, shared insights into the foundation\u2019s work and discussed her experience in implementing creative projects, highlighting interesting case studies. She also presented collaboration opportunities with the foundation for international and Ukrainian businesses to promote and support key social initiatives.<\/p>\n![\"\"](\"https:\/\/eba.com.ua\/wp-content\/uploads\/2025\/02\/forum-group-e1670047743312-300x144.png\")
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