As a PR agency founder in Ukraine, I’ve witnessed firsthand how our industry has transformed in ways that few could have predicted. While the ongoing war since 2022 has created unprecedented challenges, it has also sparked remarkable innovation and adaptation in our communication approaches. I’d like to share our unique perspective with fellow IPRN members, as our experiences might offer valuable insights for agency leaders worldwide.
The most striking aspect of Ukraine’s PR landscape in 2024 is how we’ve turned challenges into opportunities for innovation. Take, for instance, the rising threat of misinformation in our digital space. Rather than viewing this as an insurmountable obstacle, Ukrainian PR professionals have embraced it as a catalyst for change. This has led to the emergence of pioneering solutions, such as Osavul, a Ukrainian startup that recently secured €2.78 million in funding to develop AI-powered media intelligence tools. This innovation reflects a broader trend in our market: the transformation of crisis management into technological advancement.
According to LOOQME’s latest industry report, we’re seeing a fascinating shift in how PR professionals approach their work. While traditional media relations remain important, there’s a growing emphasis on strategic thinking and data analysis. This isn’t just about adapting to war-time conditions – it’s about reimagining how we deliver value to clients in any challenging environment.
What might surprise international colleagues is how the Ukrainian PR industry has maintained its focus on long-term relationship building despite the immediate pressures of crisis communication. Our research shows that agencies are investing heavily in understanding the emotional state of both their teams and their audiences. This heightened sensitivity to mental well-being and social responsibility isn’t just a temporary response to current events – it’s becoming deeply embedded in how Ukrainian agencies approach client communications.
The challenges we face are substantial. The All-Ukrainian Advertising Coalition’s research highlights how agencies are dealing with a changed market landscape: shifting demographics due to migration, evolving consumer behaviors, and the need to maintain service excellence despite infrastructure challenges. Yet, these obstacles have led to innovations in how we structure our work, plan campaigns, and measure success.
Perhaps the most valuable lesson we can share with our international colleagues is how we’ve learned to balance immediate crisis response with strategic planning. Ukrainian PR professionals have developed a unique ability to stay agile while maintaining long-term perspective. We’ve learned that even in the most challenging circumstances, investing in team development, embracing new technologies, and maintaining unwavering ethical standards are non-negotiable for sustainable success.
Looking ahead, we see the future of PR being shaped by agencies that can combine technological innovation with deep human understanding. The rapid adoption of AI tools (up from 55% in 2023 to 73% in 2024) among Ukrainian PR professionals isn’t just about efficiency – it’s about freeing up resources to focus on the strategic and creative thinking that defines exceptional PR work.
As new members of IPRN, we’re excited to share our unique perspective and learn from the diverse experiences of our fellow members. The Ukrainian PR industry’s story is one of resilience, but more importantly, it’s a story of how challenges can drive innovation and excellence in our profession.
Our experience shows that success in modern PR isn’t just about handling crises effectively – it’s about using challenges as catalysts for positive transformation. This is a lesson that resonates beyond our borders and speaks to the evolving nature of our industry globally.
Based on insights from LOOQME’s State of PR & comms 2024 report and research by the All-Ukrainian Advertising Coalition with Factum Group.
By Oksana Hoshva, Hoshva PR, Ukrain.