How businesses build effective marketing and communications amid constant challenges

13/ 06/ 2025

On 6 June in Lviv, the PR and Marketing Hubs of the EBA held a joint meeting – “Communications That Work”. The event brought together marketing and communications experts to exchange experiences and discuss practical tools and approaches that deliver real results in both fields. Participants had the opportunity to hear stories from leaders who build trust in their brands and maintain effective communications despite limited resources and high market turbulence. 🔹 Short Talk with Ulyana Kyrychuk, CEO of Milla Nova In an open conversation with Mariyana Lutsyshyn, Head of the EBA Western Ukrainian Office, Ulyana Kyrychuk shared her branding philosophy – one centred on emotion rather than the product itself. “We don’t sell dresses – we sell impressions,” she noted. She also spoke about how the brand adapted during the full-scale invasion, when human-to-human communication became the key to building long-term trust with partners, employees, and customers. 🔹 Panel Discussion: Communications Under Pressure The panel featured Oleksii Ohurtsov, CEO of Likarnya EXPERT, Tetiana Ovcharenko, Co-founder of the development company Moya Krayina, and Nazar Antonyk, Director of Development and Communications at Goodvalley. The session was moderated by Iryna Patsevko, Head of the PR Hub at the EBA’s Western Ukrainian Office, EPAM. Speakers discussed how reduced communications budgets have pushed businesses to be more creative and agile. Oleksii Ohurtsov stressed that without creativity, businesses simply cannot exist. Nazar Antonyk added that creativity must become part of the daily routine — only then can businesses not only survive during wartime but also grow and expand. The discussion also covered crisis management and the role of crisis communications. Tetiana Ovcharenko highlighted the importance of keeping public promises and staying true to one’s values, even during crises, as this forms the foundation for strong partnerships with government, communities, clients, and other stakeholders. 🔹 Battle: PR vs Marketing – Who Deserves the Laurels? A lively “face-off” took place between Nataliia Ulynets, founder of Perfect PR and Chair of the EBA Marketing and Communications Committee, and Iryna Koshyk, Head of Employer Brand at SoftServe. The debate was moderated by Iryna Chuiko, Head of Communications and Research at EBA. Topics included: What shapes reputation – the product or the communication? Who should lead mixed teams – the PR specialist or the marketer? What should and shouldn’t be delegated to either function? Does a strong reputation always equal good business performance? Although the PR side, represented by Nataliia Ulynets, claimed a narrow win, both speakers agreed that marketing and communications are equally critical to business success. Rather than competing, it’s wiser to invest in both. Throughout the event and during networking sessions, participants actively engaged in the discussion, asked questions, and shared their own case studies.

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Participants had the opportunity to hear stories from leaders who build trust in their brands and maintain effective communications despite limited resources and high market turbulence.

🔹 Short Talk with Ulyana Kyrychuk, CEO of Milla Nova

In an open conversation with Mariyana Lutsyshyn, Head of the EBA Western Ukrainian Office, Ulyana Kyrychuk shared her branding philosophy – one centred on emotion rather than the product itself. “We don’t sell dresses – we sell impressions,” she noted. She also spoke about how the brand adapted during the full-scale invasion, when human-to-human communication became the key to building long-term trust with partners, employees, and customers.

🔹 Panel Discussion: Communications Under Pressure

The panel featured Oleksii Ohurtsov, CEO of Likarnya EXPERT, Tetiana Ovcharenko, Co-founder of the development company Moya Krayina, and Nazar Antonyk, Director of Development and Communications at Goodvalley. The session was moderated by Iryna Patsevko, Head of the PR Hub at the EBA’s Western Ukrainian Office, EPAM.

Speakers discussed how reduced communications budgets have pushed businesses to be more creative and agile. Oleksii Ohurtsov stressed that without creativity, businesses simply cannot exist. Nazar Antonyk added that creativity must become part of the daily routine — only then can businesses not only survive during wartime but also grow and expand.

The discussion also covered crisis management and the role of crisis communications. Tetiana Ovcharenko highlighted the importance of keeping public promises and staying true to one’s values, even during crises, as this forms the foundation for strong partnerships with government, communities, clients, and other stakeholders.

🔹 Battle: PR vs Marketing – Who Deserves the Laurels?

A lively “face-off” took place between Nataliia Ulynets, founder of Perfect PR and Chair of the EBA Marketing and Communications Committee, and Iryna Koshyk, Head of Employer Brand at SoftServe. The debate was moderated by Iryna Chuiko, Head of Communications and Research at EBA.

Topics included:

What shapes reputation – the product or the communication?
Who should lead mixed teams – the PR specialist or the marketer?
What should and shouldn’t be delegated to either function?
Does a strong reputation always equal good business performance?

Although the PR side, represented by Nataliia Ulynets, claimed a narrow win, both speakers agreed that marketing and communications are equally critical to business success. Rather than competing, it’s wiser to invest in both.

Throughout the event and during networking sessions, participants actively engaged in the discussion, asked questions, and shared their own case studies.