The future of PR in Ukraine is not about being “loud.” The future is about being “honest.”

03.11.2025

Olena Zubarieva, Director of Strategic Communications and Development at TERWIN Corporation

The PR market in Ukraine today is undergoing a transformation. People have begun to realize that truth is more valuable than the image. In a country where every single minute could be the last, falsehood reeks.

Today, PR in Ukraine acts as a form of therapy. First, understand who you are. Why do you need publicity? Why do you do business? Why launch a new project? If the answer is "money" or "reach"—you have already lost. People can sense a lie with their skin. Especially now.

There must be something higher than the price tag. That is where the true value lies. The future of PR in Ukraine is not about being "loud." The future is about being "honest."

And when "honest" aligns with "professional," it turns into a force. The country's new reputational elite consists of those who don't talk about how good they are. They simply build, act, and deliver.

They build. They act. They deliver.

Businesses that pay taxes, support the army, create jobs, and build things you can actually see and touch—they are the ones winning.

And now, for the most important part.

There will no longer be public and non-public entities. The world is transparent. Reputation no longer belongs to specialists. It belongs to reality.

And this is where the new role of PR emerges: not to manufacture an image, but to help you be yourself. Except—a better, cleaner, more honest, and deeper version of yourself.

Yes, it sounds philosophical. But we live in a country where philosophy and survival have long become one and the same.