A Module on PR Took Place in Samar as Part of the Mini MBA “Action In Hope” Program

On the first day of training, April 24, participants focused on the topic of “Public Relations.” The session was led by the Head of the UGCC Department of Information, Fr. Ihor Yatsiv, who introduced the audience to the key principles of communication and public image building.

During the lecture, the essence of public relations was revealed as an activity aimed at achieving mutual understanding between an organization and its audience through the formation and management of public opinion. Special attention was paid to the role of so-called “publicity capital” — the aggregate of information about an organization that determines its reputation and influences public trust.

A separate block was dedicated to the basic elements of effective communication: defining the target audience, properly formulating the message, choosing information distribution channels, and the role of the speaker. The lecturer emphasized the importance of simplicity, clarity, and structure in messages, particularly through the use of the “inverted pyramid” principle, where the most critical information is presented at the very beginning.

Participants also reviewed PR tools, including cooperation with the media, press conferences, interviews, as well as the use of social networks as a space of influence and community building. It was noted that today social platforms are one of the key communication channels, as a significant portion of Ukrainians receive their news precisely through them.

An important part of the training was the topic of crisis communication. Father Ihor Yatsiv stressed that a crisis is a deviation from the normal functioning of an organization, which can negatively impact its reputation. Participants learned about algorithms of action in crisis situations: from analysing the causes and forming a “crisis group” to preparing official announcements and restoring public trust.

The practical part of the session involved analysing communication case studies and practicing media interaction skills, specifically preparing for interviews and behaviour in front of the camera.

It is worth adding that the “Action in Hope” educational program is aimed at developing leadership and managerial competencies, as well as forming a responsible environment of active citizens capable of acting effectively in the modern information space.

Press Service of the Patriarchal Foundation “Mudra Sprava”