{"id":749833,"date":"2026-06-11T18:37:45","date_gmt":"2026-06-11T15:37:45","guid":{"rendered":"https:\/\/eba.com.ua\/?post_type=tribe_events&#038;p=749833"},"modified":"2026-06-19T11:33:13","modified_gmt":"2026-06-19T08:33:13","slug":"trening-pr-2027-ai-dovira-ta-reputatsiya-v-novij-realnosti-2026-06-11-18-37","status":"publish","type":"tribe_events","link":"https:\/\/eba.com.ua\/en\/event\/trening-pr-2027-ai-dovira-ta-reputatsiya-v-novij-realnosti-2026-06-11-18-37\/","title":{"rendered":"[:ua]\u0422\u0440\u0435\u043d\u0456\u043d\u0433: PR 2027: AI, \u0434\u043e\u0432\u0456\u0440\u0430 \u0442\u0430 \u0440\u0435\u043f\u0443\u0442\u0430\u0446\u0456\u044f \u0432 \u043d\u043e\u0432\u0456\u0439 \u0440\u0435\u0430\u043b\u044c\u043d\u043e\u0441\u0442\u0456 [:en]Training: PR 2027: AI, Trust and Reputation in the New Reality [:]"},"content":{"rendered":"<p><\/p>\n<p>2027 poses new challenges for communications. Artificial intelligence is changing approaches to content creation and process management, trust in business is becoming increasingly difficult to maintain, and reputational and crisis risks are emerging faster than ever.<\/p>\n<p>How to use AI without losing quality and trust? How to strengthen a company&#8217;s reputation through ESG and social impact? How to act in conditions of uncertainty and be prepared for crises?<\/p>\n<p>The EBA Management Development Centre Team invites you to join the new <b>Training: PR 2027: AI, trust and reputation in the new reality<\/b>, which will help participants form their own system of readiness for the challenges of 2027 and receive tools that can be used in their work the next day.<\/p>\n<p>The training is based on current international research on trust and reputation, best practices in corporate communications, and real cases of Ukrainian and international business.<\/p>\n<p><b>Target audience:<\/b><\/p>\n<ul>\n<li>Directors of communications and marketing.<\/li>\n<li>PR and corporate communication teams.<\/li>\n<li>Employer Brand and HR specialists.<\/li>\n<li>Marketing managers.<\/li>\n<li>Heads of departments responsible for the company&#8217;s reputation.<\/li>\n<\/ul>\n<p><b>Module 1.<\/b> <b>AI PR AGENTS: How to Delegate 80% of Your PR Department to Artificial Intelligence (Natalie Novokhatnia)<\/b><\/p>\n<p>Artificial intelligence has already ceased to be a tool for generating texts and is becoming a full-fledged assistant to the communications team. Leading international agencies and brands use AI to automate routine processes, media pitching, search for info drives and data-driven brainstorming.<\/p>\n<p><b>In this module, participants will learn how to integrate AI into the daily work of the PR department:<\/b><\/p>\n<ul>\n<li>Creating your own AI agents for communication tasks.<\/li>\n<li> Finding media, journalists and partners using AI.<\/li>\n<li> Identifying info drives, trends and opportunities for newsjacking.<\/li>\n<li> Automating the preparation and personalization of media pitches.<\/li>\n<li> AI for preparing comments, columns, press releases and content and where to use AI and where to refrain.<\/li>\n<li> Practical use of Claude, Perplexity, Codex and other AI solutions for communicators.<\/li>\n<li> Claude Projects and AI knowledge bases for working with large amounts of information.<\/li>\n<li>Online Reputation Monitoring: monitoring media, social networks and the information field.<\/li>\n<li>Competitor analysis: how to track communication activities, media presence, key messages and reputational risks of competitors.<\/li>\n<li> AI security: how to safely use artificial intelligence in corporate communications.<\/li>\n<\/ul>\n<p><b>Practical exercise<\/b><\/p>\n<p>Participants will create their own AI assistant for one of the key tasks of the communications team: finding info drives, monitoring reputation, analyzing competitors, preparing media pitches, or managing the corporate knowledge base.<\/p>\n<p><b>Module 2. Reputation Readiness: How to Build and Protect Trust (Olexandra Lytvynenko)<\/b><\/p>\n<p><b>Reputation as a Strategic Business Asset:<\/b><\/p>\n<ul>\n<li>Global Trust and Reputation Trends 2026\u20132027.<\/li>\n<li>What Affects a Company&#8217;s Reputation Today.<\/li>\n<li>Reputational Expectations of Key Stakeholders.<\/li>\n<\/ul>\n<p><b>ESG, Social Impact, and the New Era of Corporate Responsibility:<\/b><\/p>\n<ul>\n<li>Why ESG and Social Impact Remain Trust Drivers.<\/li>\n<li>How to Communicate about Sustainable Development Without the Risk of Greenwashing.<\/li>\n<li>Case Studies of Ukrainian and International Companies.<\/li>\n<\/ul>\n<p><b>Reputational Risks 2027:<\/b><\/p>\n<ul>\n<li>AI and Reputation.<\/li>\n<li>CEO Reputation and the Personal Brand of a Manager.<\/li>\n<li>Reputational Challenges in Geopolitical Instability.<\/li>\n<li>How to Create a Preventive Reputation Management System.<\/li>\n<\/ul>\n<p><b>Practical Exercise<\/b><\/p>\n<p>Development of a Reputational Risk Map for a Company.<\/p>\n<p><b>Module 3. CrisisComms: Crisis Communications in Uncertainty (Olexandra Lytvynenko)<\/b><\/p>\n<p><b>The New Landscape of Crisis:<\/b><\/p>\n<ul>\n<li>Information Attacks, Disinformation, Bot Attacks: What to Do.<\/li>\n<li>SERPs and Reputational Crises in the Digital Environment.<\/li>\n<li>AI-Driven Crises and New Business Risks.<\/li>\n<li>Data Leaks, Operational and Socially Sensitive Crises.<\/li>\n<\/ul>\n<p><b>Crisis Response Algorithm:<\/b><\/p>\n<ul>\n<li>The First Hours After a Crisis.<\/li>\n<li>Forming a Crisis Headquarters.<\/li>\n<li> Key Messages for Different Audiences.<\/li>\n<li>Working with Media, Employees and Partners.<\/li>\n<\/ul>\n<p><b>Preparing for a Crisis Before It Happens:<\/b><\/p>\n<ul>\n<li>Crisis Playbook.<\/li>\n<li>Crisis FAQ.<\/li>\n<li>Crisis Monitoring System.<\/li>\n<li>Preparing Managers and Teams for Crisis Scenarios.<\/li>\n<\/ul>\n<p><b>Practical Crisis Case Simulation<\/b><\/p>\n<p>Participants work on a realistic crisis scenario and develop a response plan in real time.<\/p>\n<p><b>Module 4. International B2B and B2C PR and what to do if there is no news in the company (Natalie Novokhatnia)<\/b><\/p>\n<p>International PR has long ceased to be built exclusively around launches, investments and corporate news. Today, journalists are looking for expertise, data, trends and strong stories, and companies can systematically work with the media even when there is \u201cno news\u201d.<\/p>\n<p>In this module, participants will learn how to find informational opportunities, build brand and management expertise, and gain international media presence without depending on the news cycle.<\/p>\n<p><b>Key topics of the module:<\/b><\/p>\n<ul>\n<li>What is interesting to international journalists and editorial offices today.<\/li>\n<li>How to find informational opportunities where competitors do not see them.<\/li>\n<li>Thought Leadership: how to promote the expertise of a company and its managers.<\/li>\n<li>Data-driven PR and Newsjacking as tools of international PR.<\/li>\n<li>Features of B2B and B2C communications in international markets.<\/li>\n<li>Pitching in 2027: How to Reach Journalists in an Information Overload.<\/li>\n<li> Using AI to Find Topics, Media, and Pitch Preparation.<\/li>\n<li> Case Studies of Ukrainian and International Companies: What\u2019s Working Today.<\/li>\n<\/ul>\n<p><b>Practical Exercise<\/b><\/p>\n<p>Participants will map potential leads for their company and create an international media pitch for a specific market or audience.<\/p>\n<p><b>Final Workshop: <\/b>Communication Readiness Canvas 2027<\/p>\n<p>After the training, participants will receive a set of practical templates, checklists for further use in their work, and a certificate.<\/p>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>2027 poses new challenges for communications. Artificial intelligence is changing approaches to content creation and process management, trust in business is becoming increasingly difficult to maintain, and reputational and crisis risks are emerging faster than ever. How to use AI without losing quality and trust? How to strengthen a company&#8217;s reputation through ESG and social [&hellip;]<\/p>\n","protected":false},"author":38437,"featured_media":751027,"comment_status":"open","ping_status":"closed","template":"","meta":{"inline_featured_image":false},"tags":[],"tribe_events_cat":[32,34],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Training: PR 2027: AI, Trust and Reputation in the New Reality  - 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\/event\/trening-pr-2027-ai-dovira-ta-reputatsiya-v-novij-realnosti-2026-06-11-18-37\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Training: PR 2027: AI, Trust and Reputation in the New Reality  - European Business Association\" \/>\n<meta property=\"og:description\" content=\"2027 poses new challenges for communications. 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