City Nation Place Global
9th annual City Nation Place Global, London
09
Nov
Nation Branding in a war: Ukraine
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How has one country inspired millions around the globe?
Hear from advisors to the Minister of Foreign Affairs of Ukraine about how the team has set out to manage and communicate the nation's brand narrative while also telling Ukraine’s story to the world in times of war.
- Putting core brand values at the center of international messaging
- Encouraging fellow citizens to become brand ambassadors
- Five key takeaways of war-time communications you will hopefully never need
Speakers
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Gosha Tykhyi is media and communications advisor to Dmytro Kuleba, Minister of Foreign Affairs of Ukraine, working on public communications of Ukraine’s top-diplomat in the times of war.
Since Russia threw the bulk of its army over Ukraine’s borders on February 24th, 2022, Ukraine’s governmental communications have played an important role in galvanizing global support and forging a wartime nation brand. Communications team of the Ukrainian Foreign Ministry have worked around the clock together with other governmental teams to counter Russian propaganda, convey truthful and fact-based narratives to foreign audiences, as well as to instil global faith in a nation courageously fighting for its freedom.
Gosha started his service in the Ukrainian government at the onset of Volodymyr Zelenskiy’s presidency in 2019. His prior experience had been 12 years with Ukrainian and international media, including as freelance producer, war-zone fixer for German television ARD and New York corespondent for Ukraine’s national news agency Ukrinform. Gosha holds a masters degree in Political Science from Ukraine’s National University of Kyiv-Mohyla Academy where his primary research focus was cognitive linguistics of political discourse.
Maria is a strategic communication and nation branding expert.
With over ten years of professional experience in both public and international sectors, Maria has expertise in global PR and communications, public administration, and nation branding. Maria has managed international projects and communication activities for Vice-Prime-Minister’s Office on European and Euro-Atlantic Integration and the Ministry of Foreign Affairs of Ukraine.
As a Strategic Communications Advisor to the Foreign Minister of Ukraine, Maria provides policy advice on public diplomacy and country promotion. Over the last three years, she has set up an official digital ecosystem of Ukraine Ukraine.ua that has reached unprecedented global audiences of 700 mln, developed the Public Diplomacy Strategy of Ukraine, and launched a range of successful country promotion campaigns.
Currently, as the Head of BRAND UKRAINE, Maria is responsible for Ukraine’s brand development.
Maria holds a Master in International Relations from Kyiv Taras Shevchenko National University, Ukraine, and Master in Communication for Development from Malmo University, Sweden.