PR MRTHN «In the mirror of reality»: the results of an event that defined new standards of honesty and trust in communications
This year's PR MRTHN «In the mirror of reality» from MMR.ua in Kyiv became a space of cooperation for more than 40 communication experts and more than 500 participants of — professionals who form brand voices every day. Speakers talked about rebooting communications in times where uncertainty has become the norm and reaction speed weighs no less than a message. Brand communications have become a language of meaning and trust, born from the honesty of looking into the mirror of society. Olena Tsintila and Mykyta Mikhalyov, presenters of the TV channel «We — Ukraine», created the professional tone and dynamics of the event.
Sasha Trachuk and Nataliya Bokii (Publicis Ukraine) opened the marathon with a MMR online media redesign case.
Viktor Ivanchenko (Megapolis+) demonstrated how ambʼent advertising can develop the community in urban space.
Alina Smyshlyak-Boroda (Kormotech) spoke about how the reputation is formed in FMCG, her main thesis — company brand and product brand should not compete, but work for the same name.
To be more than a bank — is exactly the philosophy presented at the event by Ksenia Sikorska (PUIB): «We live in a time when the impossible — is simply not yet tried. In a world where the rules are constantly changing, — set your own».
Panel discussion «Anti-crisis communications 3.0», moderated by Olena Tsintila («My — Ukraine»), gathered an expert team: Olena Osypchuk (SOCAR Energy Ukraine), Yana Lyakhovich (1+1 media), Olena Plakhova, Artur Malinovskyi (Firma) , Anna Zakharash (FC «Darnytsia») and Anastasia Zrazhevska (MHP). They were united by the thought: the crisis — is not a punishment, but a test of humanity, where truthfulness and speed are important.
Oleksandra Hnatyk (EVA) told how to launch a social project that resonates with millions of Ukrainian women using the example of the case «Mission Life». And Yulia Solovei (Ukraine WOW, Gres Todorchuk) demonstrated the power of partnerships between business, state and culture — when all parties win because they are united by a common meaning.
In a speech about reputational strategies, Yevhen Yelenskyi and Pavlo Mishustin from DTEK shared the principles of creating lovemark in social networks, while Yevhenii Astashov (Guys Who Shoot) told how a video can create the best emotional contact.
Panel «The future and present of the PR market», moderated by Oleksandra Pohorila (U Agency), gathered leading experts on building the voice of brands — Olga Divushchak (Foundation Coffee Roasters), Oleg Davydenko (Metinvest Group), Krystyna Ivchenko (NOVUS) and Svitlana Konar (PrivatBank). In the panel discussion, it was agreed that Ukrainian PR has grown up —, it thinks strategically, acts flexibly and is not afraid to speak directly.
B2B should be human, and business also has a voice, Volodymyr Sobolev from «Kovalska» assured in his speech.
Volodymyr Haydash («ArcelorMittal Kryvyi Rih») shared his experience of communications to support the families of fallen employees within the framework of corporate ethics.
If you chase coverage, you can lose your meaning and identity, emphasized Dmytro Samolyuk («We — Ukraine») in his speech «Algorithms that kill brands».
Panel «Social responsibility 2025», headed by Serhiy Kostya (Bolt), united Yana Goncharenko (Starlight Media), Hleba Stryzhka (Starlight Media), Tetyana Kukhotska (GO «Heart of Azovstal»), Liya Metreveli (Alviva Group), Iryna Shinkarenko (LLC «Epicenter K») and Maksym Nezvietskyi («Aurora»). The main message of the discussion is that CSR — is no longer a PR move, but a way of thinking business.
Andriy Zdesenko (corporation «Biosphere») told how the company quickly and responsibly built communication after the missile strike.
How the combination of creativity and branding makes PR campaigns spectacular, saves the budget and turns communication into an unforgettable experience, shared Iryna Metnyova (Vandog Agency).
At the final panel of «AI in PR», Tetyana Sherman (Academy DTEK), Kateryna Doroshevska (BECOME), Orysya Khimʼyak (military holding) and Olena Dalska-Latoshevich (WhitePress Ukraine) looked for a balance between automation and humanity and made sure that technology should be tamed.
How media consumption is implemented under the — microscope Darʼya Nagaeva (Gradus) presented a recent study on how Ukrainians consume news and how accents have changed.
At the end of the event, the winners of the PR case competition were awarded. This special project demonstrated how brands in conditions of challenges and instability reflect values, strengthen trust, conduct a dialogue with society and open new standards of professionalism in the field of communications.
PR MRTHN «In the mirror of reality» showed that communication today — is an ethics of action, the ability to hear and respond, to create meaning where the world oscillates between information and truth. And the main thing — is a reminder: every brand, every person can be a mirror of reality. You just need not to be afraid to look at him honestly.
Organizers, business/media bureau Ekonomika+ and online media mmr.ua, grateful to partners:
to the general partner — FUIB.
general media partner — «We — Ukraine+».
We also thank creative partner Saatchi & Saatchi, partner «AB InBev Efes Ukraine», security partner SHERIFF., coffee partner Foundation Coffee Roasters, water partner Morshynsk, hospitality partner Academy DTEK, alcohol partner Jack Daniel's, sparkling partner San Mare, sweet partner ALVIVA GROUP.
Media partners: «We — Ukraine», Mediafusion, Starlight Media, live marketing, 1+1 media, ADV.expert, Media holding Apostrophe, Infovision, «Kyiv 24», advertising holding Megapolis+, VS Media, dsnews.ua, kosht.media, UA.news, True.ua, 44ua, UNN, Burda media Ukraine, HiTech Expert, Kyiv1, Liga Zakon,, Marketer.ua, Economist, Founder, Liga.net, Cases, «Glavkom», “Ukrainian merchant, ” Expert«, » Economic news«, First business, Mind.ua, European Business Association and Association of Creative Industries of Ukraine (CIAU).
