They’re the first to get the call — “we’ve got a crisis” — and the last to hang up. They can explain what hasn’t even happened yet and turn a failure into a “strategic pause.” They are PR professionals.

July 16 is their day — the day of those who build bridges where others burn them down. The ones who know how to turn a scandal into a case study, a news hook into meaning, and a press release into a manifesto. Their messages get screenshots in management chats, and their briefings — a side of heart pills.

The MMR editorial team asked honest questions of those who keep communications in shape — and sometimes whole reputations afloat. About the fails that still sting, the tools that always work, and the discoveries that change not only a career but the outlook on life. Among those who shared their insights were:

• Yana Liakhovych, Head of Corporate Communications at 1+1 media

• Olena Osypchuk, PR Director at Socar

• Oleksandr Aleksandrov, Marketing and Communications Director at Heart of Azovstal NGO

• Oleksandra Hnatyc, Head of PR at EVA and EVA.UA

• Olena Zubarieva, Director of Strategic Communications at TERWIN Corporation

---

Olena Zubarieva

Director of Strategic Communications, TERWIN Corporation; Communications and Sustainability Expert

What has been your biggest discovery in the profession?
The power of communications.

When you truly understand how to use communication tools, you can change not only people — but business, industries, even an entire country.

How has your understanding of PR’s role evolved, and what skills does a PR professional need today?
After 25 years in the field, I’ve realized that PR is the combination of mastery and talent.

I feel like I’ve been doing this my whole life. It’s not just a job anymore — it’s my way of life. This mix of skill and talent is what makes communicators successful and the businesses they represent — outstanding. Today, classic PR is transforming into hybrid communication. The true gurus of the field are becoming reputation architects — communicators of a new level.

Your most memorable fail and the lesson learned?
The ability to turn a fail into a story is what communication is all about.

Probably the most interesting case was a team fail — we were preparing a campaign for a resort group in Georgia. The launch was global. But in the U.S., people thought it was promoting a resort in the state of Georgia. As a result, search queries and inquiries spiked — for the wrong location.

Which tools and approaches are most effective in PR today, and why?
Globalizing projects and showing their real impact on a country’s economic and cultural development — and its future.

What trends in the PR market make you happy, and which ones concern you?
What worries me most is the lack of understanding among PR professionals about the role of business on a national scale.

Which recent campaign impressed you the most?
Ukraine’s global presence on the international stage. Ukraine is not just part of Eastern Europe — it’s a full-fledged player in the Western world.

Your practical advice to newcomers?
Only those who live this profession succeed in it.

Be ready to live without a fixed schedule, routine, sleep, or vacations. Only those who live PR — not just work in it — will truly succeed.

---

Oleksandra Hnatyc

Head of PR, EVA and EVA.UA

What has been your biggest discovery in the profession?
True mastery isn’t just about knowing tools or rules — there aren’t that many of them anyway. The greatest value is intuition: knowing when to follow the rules and when to break them to achieve better results.

Another major realization — the huge role of the human factor. PR is always a bit like a lottery. You can make ten mistakes and still succeed, or do everything by the book and fail. That makes PR a deeply creative field — what works once might not work again, because the audience and context change faster than ever.

I’m inspired by the trend toward authenticity — both in communications and in work. It’s about finding genuine meaning, being honest about mistakes, and not chasing fake perfection.

How has your view of PR evolved, and what skills are essential today?
I’ve come to see how multifaceted our profession is. A Ukrainian PR specialist today is part psychologist, part diplomat, always a crisis manager — and wears a dozen other hats depending on the situation.

We operate in a reality where business risks intersect with risks to life itself — because of war. And still, we must think clearly and make strategic decisions fast.

Key modern skills include:

• Building trust and positive influence, not just chasing reach.

• Understanding the economy of attention — communicating briefly, precisely, and timely.

• Mastering digital tools and AI — while staying human.

And above all — clearly defining goals and metrics, and seeing every communication as part of a bigger strategy.

Your own experience is as valuable as the best international cases — share it, discuss it, learn from it. That’s how strong professional communities are built.

Most memorable fail?
At the start of the full-scale invasion, we all worked at a breakneck pace. Over three years, our team launched 25+ social initiatives. The biggest lesson: even the strongest ideas fail if you don’t give people time to breathe.

We once launched several big campaigns simultaneously. The goals were met — but much later than expected. The audience was oversaturated. We learned that attention is the new currency, and too much information — even good — can devalue your message.

In 2025, we slowed down, introduced pauses, focused more on planning — and saw massive results. Our “Feel to the Max” campaign doubled its donation target: instead of 50 motorcycles, together with the HeroCAR project, we’ll deliver 119 to the military.

Another initiative, “Mission: Life,” in partnership with Zemlyachky NGO, is also seeing strong engagement. We learned that quality and depth always matter more than quantity — and that a well-timed pause is often more powerful than constant noise.

---

Yana Liakhovych

Head of Corporate Communications, 1+1 Media

Biggest discovery in the profession?
Communications aren’t just about messages or image-building — they’re about trust.

Anything fake or insincere eventually collapses. Projects and brands built on authenticity — even with the simplest messages — are the strongest. It sounds obvious, but honesty and transparency in communication are still rare.

How has your understanding of PR evolved?
Today, PR is part of integrated communications: building reputation, trust, partnerships, social responsibility, and brand advocacy. CSR is no longer an add-on — it’s a compass.

A high emotional IQ is as important as writing or strategy. Because PR is about people — listening, adapting, staying meaningful even in chaos.

Most memorable fail?
Fails aren’t shameful — they’re lessons.

We even have “fail sessions” in our team, where we openly discuss what didn’t work — it builds trust and helps us grow.

Once, I invited the wrong speaker to a project — just a name mix-up. We realized it seconds before the interview. It was awkward, but we didn’t cancel — just reframed the topic. And it turned out even better. Sometimes, the best you can do is work with what you have.

Most effective tools today?
Everything matters — from pitching and press releases to collaborations and digital campaigns. But content quality rules all. The tone, meaning, and perception — that’s what defines impact.

PR now is a balance between strategy, sensitivity, and relevance. Get that balance right — and any tool works.

Trends that please or worry you?
I’m happy communications are becoming more human and sincere — less plastic. There are more bold, meaningful cases where PR drives real change.

But I worry about insensitivity — when brands miscommunicate during national mourning or tragedy. I even ran a study on how businesses handle such days. It’s a learning process, and I believe we’ll grow through it.

Most impressive campaign?
Honestly, the whole Ukrainian PR community deserves credit. Every campaign here is about impact, support, and resilience.

Our colleagues abroad admire our creativity, responsibility, and scale. Ukrainian businesses that stay and work here — that’s resilience. And communications play a special role in that.

I also admire how companies like Nova Poshta, Ukrzaliznytsia, Rozetka, Auto.RIA, Mastercard, Avrora, Silpo — and, of course, 1+1 Media — communicate.

Advice for newcomers?
Don’t romanticize this profession — it’s not glamorous.

Don’t fear mistakes — that’s how you grow. Be proactive: ask questions, suggest ideas, seek feedback. Stay observant — analyze others’ work and learn from it.

And build your network — people and relationships matter most. If you’re empathetic and genuine, everything will fall into place.

PR today isn’t about shine — it’s about meaning.

Read the full article on MMR.