<\/span>\n\n\t<\/div>\n<\/div>\nOn 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<\/em>. During a moderated discussion with Nataliia Ulynets<\/strong>, 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.<\/p>\nJournalism in times of war and global change<\/strong><\/p>\nThe full-scale war has significantly reshaped the role of media. According to Sevgil Musaieva, journalists \u2014 like communications professionals \u2014 must constantly \u201ckeep their finger on the pulse\u201d. 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.<\/p>\n
26 years of Ukrainska Pravda<\/strong><\/p>\nSevgil 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<\/span>. At the same time, journalists bear responsibility for how this truth is presented to readers \u2014 guided by the principle of \u201cdo no harm\u201d.<\/p>\nThe modern Ukrainian reader: engaged, critical, and fatigued<\/strong><\/p>\nSpecial 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.<\/p>\n
This creates a new challenge for journalists and PR professionals \u2014 the dilemma between speed and depth of content. Ultimately, participants agreed that meaningful, value-driven topics that provide a sense of direction and \u201clight at the end of the tunnel\u201d remain in demand. Depth, trust, and purpose are becoming key elements of effective communication.<\/p>\n
The future of journalism and the role of human capital<\/strong><\/p>\nThe discussion also touched on the future of Ukrainian media. In Sevgil Musaieva\u2019s view, alongside military resilience, human capital is a critical factor \u2014 people who stay, work, and contribute to the country\u2019s development.<\/p>\n
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 \u2014 and Ukraine will not remain on the sidelines of these changes.<\/p>\n
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\u2019s own information bubble. Dialogue and the ability to hear one another are what build a strong society.<\/span><\/p>\nEBA Media Talks continue to serve as a platform for open conversations between business and media on today\u2019s challenges and the future we are shaping together.<\/em><\/p>\n<\/p>","protected":false},"excerpt":{"rendered":"
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 […]<\/p>\n","protected":false},"author":33544,"featured_media":735775,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[4,5,22],"tags":[],"yoast_head":"\n
Truth in wartime \u2014 key takeaways from EBA Media Talks with Sevgil Musaieva, Ukrainska Pravda - European Business Association<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eba.com.ua\/pravda-pid-chas-vijny-vysnovky-eba-media-talks-iz-sevgil-musayevoyu-up\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Truth in wartime \u2014 key takeaways from EBA Media Talks with Sevgil Musaieva, Ukrainska Pravda - European Business Association\" \/>\n<meta property=\"og:description\" content=\"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. 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