Participants of the “Action in Hope” Mini-MBA in Odesa Learned Effective Communication and PR

During the lecture, participants examined the role of communication as a key tool for developing civic, charitable, and business initiatives. The lecturer explained that modern PR is not just informational support for activities, but primarily a systematic effort to build trust, maintain good relationships with the target audience, and foster organizational reputation capital. Special attention was paid to how effective communication influences project perception and helps attract partners, donors, and like-minded individuals.

Participants also explored the main types and tools of PR, including media relations, staging special events, utilizing social networks, and developing communication through word-of-mouth and personal networking. Crisis communication principles and the importance of an organization’s readiness to respond to reputational challenges were discussed separately.

The practical part of the training was dedicated to crafting effective messages. Fr. Ihor Yatsiv emphasized that any communication must begin with a clear understanding of the target audience before selecting distribution channels, framing the key message, and choosing a spokesperson. According to him, this approach aligns with the modern communication model, which centers on the receiver’s needs and expectations.

The session also covered practical rules for preparing informational materials. In particular, participants worked through the inverted pyramid principle, key message structuring, and guidelines for writing simple, clear, and meaningful texts for diverse audiences.

The “Action in Hope” mini-MBA educational program is implemented by the Patriarchal Foundation Mudra Sprava and aims to help representatives of the civic sector, business, and local communities gain modern management competencies to execute socially vital initiatives.