Olena Zubarieva, Director of Strategic Communications and Development at TERWIN Corporation, shared her vision at the DONBAS MEDIA FORUM on how business and independent media can mutually strengthen one another.

Olena took part in the panel discussion “Business and Independent Media: Strategic Partnership for Democracy and Sustainable Development” alongside Vita Halko, Ulyana Kolodii, Alina Smyshliak-Boroda, and Serhii Kolesnikov. The discussion was moderated by Mariia Vereitina, Head of Strategic Partnerships and Impact at NGO DII Ukraine.

The speakers discussed trends in business–media cooperation and agreed that media serve as a pillar of democracy and a transparent business environment, while business becomes a strategic partner helping to strengthen the country’s information space.

“Cooperation between business and media is quite specific but can be truly effective when it’s grounded in shared values. There are three key components that make modern media attractive to business. I call it the SOC principle — Sense, Personality, Community.

Sense — when media clearly understand who they are, what they believe in, and what values they carry. Businesses are ready to work with media that have a clear position and purpose.
Personality — it’s what builds trust and engagement today.
Community — a circle of people who share the same values. Community is what creates a living interaction between media, business, and society.

The true point of connection between business and media is not in contracts or numbers, but in values. They determine whether the partnership will be genuine, honest, and lasting. Businesses are ready to invest in media that share a common goal — developing the country, supporting the army, and strengthening social responsibility. Because together we can achieve much more,”
— said Olena Zubarieva, Director of Strategic Communications and Development at TERWIN Corporation.

The panel “Business and Independent Media: Strategic Partnership for Democracy and Sustainable Development” became a platform for dialogue between entrepreneurs, media representatives, and experts to develop a shared vision of how business and independent media can strengthen each other and create favorable conditions for the growth of democracy and the economy.

DONBAS MEDIA FORUM is an annual conference that brings together journalists and media managers from Ukraine and around the world, creating a space for professional dialogue, discussions on current challenges, and building partnerships.