Kyiv hosted the Total PR Marathon 2026 on September 25th, an event organized by the marketing and communications publication MMR and the business/media bureau Ekonomika+. The gathering brought together over 600 PR professionals, brand leaders, creatives, and top managers to discuss the evolving paradigm of communications.
The marathon’s central theme was the ‘totality’ of PR, highlighting its pervasive influence across all business functions – from CEOs and product development to HR, crisis response, media relations, AI, and Defense Tech. Karina Shevchenko, a TV presenter for “My-Ukraine+” channel, moderated the comprehensive program.
Key Presentations and Practical Cases
1. Media Consumption, OOH, and Culture
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Evgeniia Blyzniuk (Gradus): presented an up-to-date study on changes in Ukrainian media consumption in 2026 and audience migration across various media channels.
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Viktor Ivanchenko (Megapolis+): explored the role of context and creativity in out-of-home (OOH) advertising, demonstrating how brief exposures can translate into genuine brand attention.
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Kseniia Sikorska (Since 91, PUMB): using the “Generation 91” project as an example, showed how collaborations, influencer engagement, and cultural relevance can transform the topic of Independence into audience engagement.
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Serhiy Kostia (Bolt): shared experiences in collaborating with creators and addressing fake news, illustrating how a brand can thrive within user-generated content (UGC).
2. Tech PR, Defense Tech, and CEO Communication
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Kateryna Spivakova (L’Oréal Ukraine): discussed L’Oréal’s positioning as a technological innovator through AI solutions, collaborations with startups, and support for women in science.
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Yuliia Petryk (Calibrated): emphasized that for Ukrainian Defense Tech, international reputation requires controlled publicity and clear signals to stakeholders.
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Volodymyr Haidash (“ArcelorMittal Kryvyi Rih”): proposed a new rule for crisis communications: “speak less and know when to refuse a ‘sexy’ news lead.”
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CEO Communications Panel: Oksana Stekhina (dentsu Ukraine), Olena Zubareva (TERWIN), Anna Davydenko (“Not On Record”), Oksana Belyaeva (OMD Optimum Media Ukraine), and Borys Tsomaya (RIEL) debated the boundary between personal and professional. The participants offered a concise formula: “Take away businessmen’s Threads passwords!”
Sensitive Topics, Military PR, and Charity
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Oleksandr Klevetskyi (12th Special Purpose Brigade “Azov” NGU): discussed the unique aspects of military unit communications and why traditional marketing models falter in a military context.
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Oleksandr Pedan: shared his experience of how a documentary about veterans evolved into the “Second Wind” social community.
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Diana Kudasheva (Taktika): stressed that “PR without a brand strategy is like firefighting”, as strategy ultimately defines a brand’s position in the consumer’s mind.
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Oleg Svishch (idealers, Badstreetboys): demonstrated how humor and irony can be powerful tools during wartime for fundraising and drawing attention to difficult subjects.
Expert Panels at the Total PR Marathon 2026
| Panel Title | Speakers and Moderator | Key Takeaways |
| Reputational Immunity | Ilona Stankevych, Oksana Moroz, Uliana Kolodiy, Viktoriia Ilinska, Yula, Yaryna Skorokhod. Mod.: Olena Tsyntyla | Reputation is built through actions, not just communication; maintaining trust during crises. |
| Ethics, Crises, and Sensitivity | Olena Osipchuk, Tetiana Kukhotska, Olena Levandovska, Yana Lyakhovych, Yuliia Sotska, Ivan Palchevskyi. Mod.: Iryna Metnova | Boundaries of communicating sensitive topics, empathy, and responsibility for messaging during wartime. |
| The Era of Media Dependence | Olha Divushchak, Mykola Zyrianov, Kateryna Mashevska, Vladyslav Kovtun. Mod.: Tetiana Sherman | Developing owned channels, podcasts, communities, and direct audience engagement. |
HiTech Expert Take
The Total PR Marathon 2026 demonstrated that modern PR has confidently transformed from a traditional press officer role into a strategic business management function. An emphasis on ethics, sensitivity to the wartime context, the use of AI tools, and the development of proprietary media channels are the key trends shaping the communications market for the coming years. For Ukrainian businesses and state institutions, reputation has become a fundamental element of resilience.
