PR Directors shared best practices and communication strategies in times of war

13/ 11/ 2025

On November 11, a roundtable discussion on “Corporate Communications During the Full-Scale War” was held, organized by the European Business Association’s Marketing and Communications Committee in cooperation with the University of Zurich. The discussion brought together heads of PR functions, communication managers, representatives of PR agencies, and researchers of the communications market. During the meeting, participants shared the current challenges they face in the field of corporate communications, as well as strategies for overcoming them. The discussion focused on several key topics: how the full-scale war has transformed leadership and what qualities a CEO should demonstrate today; how to build effective communication with internal stakeholders; and how to communicate social projects to external audiences. We are sincerely grateful to our colleagues from the University of Zurich for their initiative and co-organization of the event, and to all participants for their valuable insights!

The discussion brought together heads of PR functions, communication managers, representatives of PR agencies, and researchers of the communications market.

During the meeting, participants shared the current challenges they face in the field of corporate communications, as well as strategies for overcoming them.

The discussion focused on several key topics:

how the full-scale war has transformed leadership and what qualities a CEO should demonstrate today;
how to build effective communication with internal stakeholders;
and how to communicate social projects to external audiences.

We are sincerely grateful to our colleagues from the University of Zurich for their initiative and co-organization of the event, and to all participants for their valuable insights!