Participants of the “Action in Hope” Program in Kryvyi Rih Learned Effective Communication and Crisis Public Relations

The participants—entrepreneurs, local government representatives, civic activists, and public figures—discussed how trust, reputation, and influence are formed in today’s world. The lecture addressed not only PR tools, but above all the ability to build mutual understanding between an organization and society through honest, clear, and consistent communication.

Father Ihor Yatsiv emphasized that the main goal of PR is to build so-called “publicity capital”—public trust and reputation—which today are often more valuable than material assets. As an example, he pointed to the growth of Meta, whose market capitalization rose from tens of billions to over a trillion dollars in just a few years.

Significant attention during the session was paid to the principles of effective communication. Participants analysed how to properly formulate key messages, engage with audiences, give interviews, and interact with the media. The lecturer stressed that modern communication must be two-way, clear, relatable to people, and adapted to audience needs.

A separate block was devoted to crisis communication. Participants reviewed action algorithms for information crises, principles of rapid response, and the importance of honesty in the public domain. Key takeaways included the necessity of acting quickly, avoiding hiding problems, and speaking to the public openly and responsibly.

The lecture also covered the role of social networks in modern society. Participants analysed how platform algorithms work, what affects content reach, and why it is essential today not just to capture attention, but to create meaningful communication.

In conclusion, Fr. Ihor Yatsiv emphasized that the digital environment is changing rapidly. Therefore, businesses, civic initiatives, and leaders must constantly adapt to new realities while remaining authentic and responsible in their communication.

Press Service of the Patriarchal Foundation “Mudra Sprava”