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A Decade of PR in Ukraine: Milestones to Maturity

ROMYR & ASSOCIATES CELEBRATES ITS FIRST TEN YEARS A DECADE OF PUBLIC RELATIONS PROFESSIONALISM IN UKRAINE 

A media event to maintain corporate reputation

Situation Overview

Journalists and Public Relations specialists alike would agree that today's Ukrainian PR market is young, vibrant, and promising; however, a mere five years ago, the very term "public relations" was virtually unknown even in the capital. The industry has matured since its first commercial and educational initiatives were launched in 1993. From the initial stages of establishing Public Relations as an independent marketing tool, PR experts are now often consulted before businesses embark on any significant endeavor.   To mark this professional evolution and over ten years of practice in Ukraine, our agency Romyr & Associates organized a conference aptly named, "A Decade of PR in Ukraine: Milestones to Maturity."

Strategy

Romyr's tasks were, primarily, to satisfy an increasing curiosity for news about the state of the PR industry in Ukraine.  In doing that, the agency considered its second goal of offering a forum where past and potential clients were afforded the opportunity to evaluate Public Relations professionals and the results of their campaigns over the past decade in a dialogue that analyzed the domestic development of the profession from a variety of viewpoints. The roundtable participants were directors of leading PR companies, PR managers of large Ukrainian and international corporations, public relations specialists from government institutions, as well as representatives of educational and scientific organizations. Media invitees attended as colleagues who have played a symbiotic role in the PR trade, while presenters were encouraged to participate by focusing on a topic reflecting his/her expertise.

Along with the human input, Romyr provided a chronological list of what it considers the most important and significant initiatives in Ukrainian PR.  Compiled from events and materials spanning the years 1993-2003, the document demonstrated the gradual growth and development of the market.

The Event

Initially announced in the media, most participants learned about the roundtable by word-of-mouth which proved so effective that the number of attendees exceeded Romyr's most optimistic expectations. Indeed, not one vacant seat could be had in the venue, a small conference hall in the British Council. Compelling, competent and convincing, the speakers elaborated on the evolution of Public Relations in Ukraine, the prospects for the development of the discipline within the business community, and the outlook for professional PR education in Ukraine, among many other topics. An educational and informational atmosphere prevailed as PR specialists and journalists presented a vision of a mutually beneficial world where clients, PR professionals, and media contacts communicate as partners.  The guiding theme of the roundtable was the idea that the healthy future of Ukrainian PR depends on the cooperative efforts of all parties.

Results

Clearly, Romyr & Associates' Milestones conference marked a new high point on the road to a mature PR industry in Ukraine. Over ten articles appeared in various business publications speaking favorably on the event and its message with one trade journal inviting its readers to expand the Romyr list of noteworthy moments in the brief history of Ukrainian PR. That is just the type of exercise the roundtable sought to encourage. In reflecting on the memorable instances, there is an inherent assessment of past achievement and future prospects and a sense of building on firm ground for the dynamic and successful development of the industry. The task now is not to rest on our laurels but to advance with confidence.