The first Meeting was devoted to the discussion of How to Measure the Effectiveness of PR Campaigns. PR professionals from McDonald’s Ukraine, METRO Cash & Carry Ukraine, Interpipe, and GfK Ukraine shared their practical recommendations for evaluating this important communications indicator. The event ended with a business networking focusing on the launch of the new Chamber PR Club as well as sharing ideas on the next Club’s Meeting.

Opening the Meeting Ms. Zhenya Pankratieva, Noblet Media CIS, Head of the Chamber PR Club, welcomed the participants familiarizing them with the recent reform of the Chamber PR Committee. The moderator stressed on the high interest to the topic expressed by Chamber Members and encouraged attendees to get involved in the Club’s activities.

The topic “How to Measure the Effectiveness of PR Campaigns” was covered by a number of speakers who shared their own as well as corporate approaches to evaluating this communications indicator.

The first presentation was delivered by Mr. Mykhaylo Shuranov, McDonald’s Ukraine, Communications Director, who covered the types of information distribution systems and explained to the participants why he likes and uses McNamara model for measuring PR effectiveness which, in his view, correlates with communications goals and results.

Please click here to download the presentation (RUS). 

Ms. Nadezhda Lubnina, METRO Cash & Carry Ukraine Ltd., Head of Corporate Communications, made a presentation on effectiveness of corporate communications highlighting ways of their measurement as well as evaluating the impact of corporate communications on the overall business image of the company. Ms. Lubnina also covered the issue of reputation management and her personal professional approach to it. 

Please click here to download the presentation (RUS). 

The third presentation was delivered by Mr. Dmitriy Kiselevskiy, Interpipe, Head of Corporate Communications who familiarized the participants with the system of corporate communications as well as peculiarities and approach to their evaluation at Inperpipe. Mr. Kiselevskiy also highlighted the types of evaluating employees, projects, and media presence used in Interpipe.

Please click here to download the presentation (RUS). 

At the end of the Meeting Ms. Inna Volosevich, Researcher, GfK Ukraine, presented the Results of the Annual PR Survey 2011 named “The Study of Affluent Consumers’ Trust”. The speaker presented objectives and methodology of this research, peculiarities of building affluent consumers’ trust, and channels of communication with this group of consumers. Finishing her presentation, Ms.Volosevich summed up the main trends of 2011 in the sphere of communicating with affluent consumers as well as recommended some communications strategies applied to this consumer group.

Please click here to download the presentation (RUS).

The Chamber would like to thank Ms.Zhenya Pankratieva, Noblet Media CIS, Head of the Chamber PR Club, for the valuable contribution in organizing the Meeting as a good start for developing this new platform further.

If you or one of your colleagues would like to participate in the Chamber PR Club Meetings and receive informational updates, please feel free to contact Natalya Plikha, Chamber Policy Officer (Communications).

It was devoted to the discussion of the following issues on the agenda:

I. Mr. Anton Usov, EBRD, Principal Advisor, highlighted the EBRD’s activities in financing, controlling and developing the project on overcoming the consequences of Chornobyl disaster at the present time. 

Mr. Usov briefed the Committee members on the history and main projects of the EBRD’s involvement into transformation of the Chernobyl disaster sight. Back in 1997 EBRD became the fund manager of the Chernobyl Shelter Fund, a financial institution established for collecting and allocating donor commitments of international community. Since that time, following the step-by-step strategy, more than 297 activities have been implemented, which were aimed at the reducing the risk of imminent collapse and creating conditions for the construction of the New Safe Confinement, a new shelter for reactor 4.

The total cost for the Shelter Implementation Plan will be €1.54 billion. The New Safe Confinement is the biggest project under this complex action plan and will cost about two thirds of the total amount. Another major project is the construction of the spent fuel storage facility, which will provide dry storage for the more than 20,000 spent fuel assemblies from operations in reactors 1-3 of the Chernobyl Nuclear Power Plant.

These projects are realized with the help of the Project Management Unit (PMU) team, a subdivision of the state specialized enterprise “Chernobyl NPP”. PMU unites 200 Ukrainian and foreign specialists, working in the 1 km zone from the object Shelter and responding to the unique environmental, engineering and construction challenges of Chernobyl area. According to recent estimates, the New Safe Confinement construction project will be accomplished by 2015, with some preliminary construction stages to start as early as October, 2011. 

Please click here to download the presentation (ENG).

II. Ms. Anna Danyliuk, UN Global Compact, Coordinator, delivered a presentation “Environmental Initiatives within the Global Compact Network Ukraine”. 

In response to growing interest in corporate social responsibility in Ukraine, Global Compact Network Ukraine was initiated by the United Nations Office in 2006 and includes more than 180 members to date, represented by various stakeholders: businesses (multinationals and Ukrainian), business associations, NGOs, trade unions and employers’ organizations. GC Working Group on Environment was established to promote environmental issues in general CSR agenda. Its activities are aimed to stir collective action not only implementing environmentally-friendly initiatives on the company level, but as a business community as a whole.

For achieving its goals, Global Compact has developed and realized a number of effective campaigns:

• “Go Green” National Campaign. This initiative has the objective to raise awareness on ecological issues, promote changes in individual and corporate attitude to them and also reinforce the dialogue on climate change with participation of Government, business and public sector.
• Social Advertising. So far 3 social advertising campaigns took place: Campaign I: “You are Dangerously Armed” (2008), Campaign II: “Seal the Deal” (2009) and Campaign III: “We are cutting them out of our lives”.
• Green Office Initiative. Started off with the training “Green Office” for GC Members on the main concepts of responsible resource use, which was followed by GO brochure containing theory and case studies of Ukrainian companies. Starting in June 2011 Green Office 2.0 will be conducted.
• All Ukrainian Business Summit on Climate Change. Business summits on climate change which already took place in 2009 and 2010 united more than 650 participants from Ukrainian and multinational companies, NGOs, expert and international community.

Ms. Danyliuk emphasized that green technologies implementation in the corporate world can be used as a tool for cost savings, building corporate and brand reputation, improving employees and community health and sustaining the market in the long-run.

Please click here to download the presentation (ENG).

III. Ms. Galyna Panchenko, Kommersant Newspaper, Project Manager, presented a new long-term Project “EcoBusiness” launched by the Kommersant Newspaper.

Ms. Panchenko informed the participants that the Kommersant Newspaper has initiated a brand new project “EcoBusiness” which will serve as a professional platform for the companies operating in Ukraine where they would be able to share information, experience, ideas, and best practices in the sphere of making business in Ukraine “green”. She appealed to the audience with the provoking questions of how everyone can contribute to the energy and resources efficiency. Ms. Panchenko shared a couple of bright examples and numbers demonstrating that each company and its single employee have a choice to make their business activity “green”.

Moreover, Ms. Panchenko highlighted the favorable conditions, including introduction of “green tariff”, benefits for “green” investments, State Program on Energy Efficiency for 2010-2015 which are now developed in Ukraine and create a good basis for the further ecological business practices.

“EcoBusiness” is a new far-reaching project of the publishing house “Kommersant Ukraine” which aims at uniting representatives of business and ecological experts for the further cooperation on implementing new ecological projects in Ukraine, sharing innovative decisions, ideas, and ecological experience etc. Also Ms. Panchenko mentioned the key topics of the Project and information and promotional tools which could be used in its framework.

Please click here to download the presentation (RUS).

IV. Ms. Marichka Kucherenko, Galnaftogaz Concern PJSC, delivered a presentation "Development and Implementation of the Complex Ecological Program Based on the Example of “Green Office” Initiative of Concern Galnaftogaz”.

Ms. Kucherenko informed the participants about the Galnaftogaz Concern’s business and operation activities in Ukraine as socially responsible and “green”.  She explained the concept of “green office”, its aims and fundamentals. Ms. Kucherenko highlighted the audience on the main stages of “Go Green” project implementation on the corporate internal and external levels. She stressed the activities which were used during the project implementation and development, its results, and value.

Ms. Kucherenko concluded with the benefits which a company gets from “Go Green” projects among which there are creation of positive corporate image, significant cost saving opportunities, and, last but not least important, changes in behavior and attitude to more environment friendly and responsible. At the very end of her presentation Ms. Kucherenko gave some pieces of advice how to practically implement “Go Green” projects and shared with the participants the informational tools and best practices which are used by Galnaftogaz Concern in communications with its employees, clients, and partners.

Please click here to download the presentation (UKR).

On March 25^th, 2011 Chamber PR Committee held its regular meeting. The meeting was devoted to the issues of sports marketing and sponsorship in the light of upcoming football tournament EURO 2012 in Ukraine and Poland. 

According to the agenda of the meeting, the following speakers delivered their presentations.  

1. Mr. Oleg Shkreba, UFI (Ukraine Football International) Director General and Deputy EURO 2012 Ukraine Tournament Director spoke on the UFI format of sponsorship proposals for the period 2011-2014. 

Mr. Shkreba briefed the participants on the UFI products line, components and sections of sponsorship programs and presented new sponsorship nominations. 

Please click here to view the presentation.       

2. Mr. Tim Collins, Octagon spoke about using football for delivering strong results in the brands marketing objectives. 

Speaker outlined the engagement of Octagon in sports marketing and work on some of the biggest brands in football sponsorship, sponsorship planning process, working with personalities as well as specific PR case studies. 

Please click here to view the presentation. 

3. Ms. Tatyana Krupenko, Coca-Cola Ukraine spoke about Coca-Cola and football sponsorship both in the world and Ukraine. 

Ms. Krupenko spoke about Coca-Cola support of local youth programs and instructional activities, club leagues, national teams, confederations and major football events and key aspects of success of sports marketing and sponsorship. 

Please click here to view the presentation. 

4. Ms. Marina Shevchenko, McDonald`s Ukraine spoke about McDonald`s Player Escort Global Social Initiative. 

Ms. Shevchenko briefed the participants on the background, trends in the society leading towards developing the mentioned initiative, general information on the program, its goals and outcomes. 

Please click here to view the presentation.   

5. Mr. Roman Osadchenko, Slavutich, Carlsberg Group spoke about the experience of Carlsberg Group in sports marketing. 

The speaker highlighted ways to secure positioning of brands using international football properties unique for Ukraine, target audiences and results of the project. 

Please click here to view the presentation.   

At the end of the meeting Ms. Nataliya Popovych, PRP Ukraine, Committee Co-Chair presented the preliminary plan of the PR Committee activities in 2011. Please click here to view the document. 

Please click here to view the minutes of the Meeting.

If you are interested in participation in the Chamber PR Committee meetings and / or would like to suggest additional topics to cover in the course of the Committee meetings, please do not hesitate to contact Valeria Tsyganenko, Chamber Committee Coordinator.

    2.   Introduction to Trend Watching studies in Ukraine for planning strategic consumer communications programs (Mykhailo Chernyak, McCann Erickson, InMind).

    3.   Planning of the topics of future sessions, meetings of WGs.

If you or one of your colleagues would like to participate in the Chamber PR Committee Meetings and receive informational updates, please feel free to contact Valeria Tsyganenko, Chamber Committee Coordinator.

The Meeting involved discussion of the new Resolution of the Cabinet of Ministers of Ukraine Ukraine #617 dated July 19^th, 2010 "On the Order of Spending Costs Directed by the State Budget of Ukraine at the Financial Support of Forming Positive International Image of Ukraine" and the state initiatives on the formation of a positive international image of Ukraine with Mr. Oleg Voloshyn, Director of the Information Policy Department, MFA.

Mr. Voloshyn outlined priorities of the state foreign policy specifying the short- and long-term plans. Fulfillment of the short term plans aims to demonstrate the current situation in Ukraine, which is characterized by a stable democratic power supported by the population, a clear list of the state reforms and a balanced political course intended for the further European integration, which for the time being involves alignment with European standards. The long term plans comprise the strategic objective of entering the European Union.

Besides, Ukraine is concentrated on close cooperation with the USA, Russian Federation and China. Europe is considered as one of the key strategic partners. In general, the above mentioned plans are underlining philosophy of the neutrality of Ukraine. Special attention is being paid to the cooperation with different European media with the aim of communicating the policy priorities and thus improving the image of Ukraine in the world on a regular basis and using the reliable communication channels.

In regards to the above mentioned Resolution #617, Mr. Voloshyn mentioned about its pilot character and limited budget, which are closely connected with previous scarce financing of similar initiatives. He also expressed expectations for future attention of the state to the formation of a positive international image of Ukraine and consequent allocation of for funds.

Mr. Voloshyn stressed the priority objective of his Ministry to develop the concept of a positive image policy of Ukraine and invited the Chamber PR Committee Members to contribute to the process and provide professional feedback and recommendations, which they might considered as useful based on their experience and knowledge.

The WG members discussed the prepared list of project stakeholders, agreed on the ways to attract state officials to the project implementation and paid special attention to the selection of project media partners.

The WG Meeting also highlighted the realization of the overall Information Development Strategy through the launch of the Internet resource Discover Ukraine aimed at presenting the overall image of Ukraine and stressing positive and reliable reputation of the Ukrainian business. The above mentioned web-site, in parallel with the similar New Zealand web portal, provides equal opportunities for the leaders of all the Ukrainian industries to be promoted abroad by means of distributing information about their companies.

WG Members also discussed possible implementation of Immigration Card Project with the purpose of making the Ukrainian immigration card more convenient for the usage of foreign tourists entering Ukraine.

Please click here to view the presentation (ENG).

Mr. Gaught outlined positioning strategy and key factors influencing its success. Internally, the strategy shall be based on single organizing idea, acquired through analysis of stakeholders' preferences, market trends and competitors' intentions. Externally, the strategy itself shall be long-term, developed for 20-30 years, supported by the media and government officials. But the key factor of its becoming a success lies in consistency between branding and actual business behavior – “brand is a promise – it must be kept”.

The speakers demonstrated their theory on the basis of BP example: though the Company dedicated considerable time, efforts and finances to the rebranding, it was actually not able to follow all the delivered statements, what finally led to the overall campaign failure.

After the presentation the Meeting participants discussed the possible ways of effective strategy planning with the aim of avoiding positioning strategy failure.

Moderator: Natalya Popovych, President, PRP Group, Weber Shandwick affiliate company

Speakers:

- James Warren, Chief Digital Strategist, Europe; Chief Digital Creative Officer, Worldwide, Weber Shandwick
- Pierre-Emmanuel Mahias, Strategy & Communicaton consultant, ADV
- Yaryna Klyuchkovska, Director Corporate Communications, Microsoft Ukraine
- Maxon Pugowski, editor-in-chief, Webstream.com.ua
- Kyivstar representatives are invited (to be confirmed)

Discussion highlights:

Reality changes: last trends, forecasts, changes in communications (World vs Ukraine). How to reach advocates online? Digital communications integration in communication strategy – where’s the limit? Creative aspect of digital communications. How one negative comment may harm reputation – response strategy online. Ethic dilemmas – digital communications or manipulation. Cases examples and discussion.

To register and to receive more information please contact Maria Voloshyna +38(068)1251640, UAPR.

2)      The presentation of the Green Marketing practices and their implementation by the companies from different sectors: Volia, Tetrapak, Galnaftogaz moderated by Alexandra Afanasieva (Oranta).

3)      The discussion of the presentations.

On September 11 the Chamber PR Committee held its regular Meeting. The

Meeting was devoted to the topic of Green Marketing. First, attendees discussed international practices and the most significant cases. In particular examples of grren technologies used by British Telecom, Marks & Spenser, Nestle were considered.

Further, Ukrainian companies shared their successful stories of green technologies implementation. Tetrapark presented the case of implementation of the global strategy in Ukraine. Galnaftogaz, on the contrary, described how to invent technology utilizing limited staff resources and without significant previous experience.

Committee Members agreed to have next Meeting in terms the Chamber’s workshop at the European PR Congress. Next Chamber Committee Meeting will be dedicated to discussion of Digital University on reputation on-line.

If you or one of your colleagues would like to participate in the Chamber PR Committee Meetings and receive informational updates, please feel free to contact Ms.Olga Zhmurko, Committee Coordinator.

 The Chamber was pleased to host Mr. Colin Byrne, Weber Shandwick CEO, UK & Europe who  shared his thoughts and Weber Shandwick’s best learnings on Advocacy. The presentation and following discussion called attention to the best ways of creating company's brand Advocates as well the new Badvocacy phenomenon. In times of change, when trust towards business is undermined more than ever, it is critical for companies to sustain and build a number of positive enthusiasts, advocates of the company's cause. It is equally important to gain understanding of what drives negative information field around the company, who are the drivers - what is the nature of badvocacy and how to deal with it.

 Mr. Colin Byrne coming in at number 44 in the “100 Most Powerful Men in Britain", listing produced by GQ magazine in the UK, is deemed more influential than the likes of Sir Richard Branson, Lakshimi Mittal, Charles Saatchi and Simon Cowell. Mr. Byrne has recently become the CEO for Weber Shandwick EMEA, represented in Ukraine by PRP Ukraine (www.prp.com.ua) as the network's affiliate office.