Despite all the challenges during a full-scale war, Ukrainian business is developing, demonstrating unwavering resilience and adaptability. Effective communications are an important component of this process.

  1. Focus on impact and trust
    According to the results of the annual Edelman Trust Barometer 2024 report, trust in businesses is growing, while trust in other institutions, such as the media and governments, is declining.

Brands and their leaders should contribute to positive changes in society through open communication of corporate social responsibility projects and responsible leadership practices.

  1. Inclusivity
    Ukrainian society is radically transforming during the war, people with different needs, visible and invisible traumas are now in every team, among every category of clients. Therefore, the task of responsible brands and leaders is to create an accessible, barrier-free space for interaction and communication.

It is important for businesses to rethink their approaches and strategies for accessibility: is the space, service or product adapted to people with different needs? If not, what can be done to make the brand more accessible to different audiences?

It is important to listen to communities with special needs, understand their challenges and actively include their experience in improving their products and communications.

  1. Using AI
    Almost 80% of Ukrainians are familiar with artificial intelligence, but only 29% use its capabilities. This allows you to save time on routine tasks and direct the team’s creative potential to effective strategic solutions.
  2. YouTube, podcasts and Telegram channels
    According to the results of a KIIS study, 44% of Ukrainians now receive information from Telegram channels, 36% from YouTube channels. Podcasts are also developing: 76% of Ukrainians surveyed consume audio content, 24% of whom listen to podcasts every week.

To communicate more effectively, review the ecosystem of your brand’s communication channels and tools, explore and use the possibilities of new media.

  1. Personal brand
    Digitalization has opened up access to basic tools for working with a personal brand for each of us. I advise you to take into account the growing influence of social networks on your success in life, business and career.

In addition, leaders with strong personal brands today are becoming key ambassadors and voices of businesses and organizations. People need people. The times of official messages and press releases are over, we want to hear key ideas directly from their creators. Therefore, a company’s communication strategies should be based, first and foremost, on strong personal brands.

Source: https://mmr.ua/