{"id":795722,"global_id":"new.eba.com.ua\/en\/?id=795722","global_id_lineage":["new.eba.com.ua\/en\/?id=795722"],"author":"38437","status":"publish","date":"2025-06-11 14:56:11","date_utc":"2025-06-11 11:56:11","modified":"2025-09-19 18:03:36","modified_utc":"2025-09-19 15:03:36","url":"https:\/\/new.eba.com.ua\/en\/event\/programa-rozvytku-z-pr-2025-06-11-14-56\/","rest_url":"https:\/\/new.eba.com.ua\/en\/wp-json\/tribe\/events\/v1\/events\/795722","title":"PR Development Programme 360","description":"<p><span data-contrast=\"auto\">In today&#8217;s world, where a company&#8217;s reputation is one of the main factors of its success, strategic communications management is becoming critically important. We will focus on important aspects of reputation management and communication strategies. We will help participants better understand how to build effective interaction with audiences, how to act correctly during crises, and what modern analytics tools can be used to measure the effectiveness of communications.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The EBA Management Development Centre Team invite you to the <strong>PR Development Programme 360<\/strong><\/span><b><span data-contrast=\"auto\">.<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Partner location:<\/span><\/b><span data-contrast=\"auto\"> Forum business center network. The business center is thought out to the smallest detail for a successful business.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">DURING THE PROGRAMME WE WIL TALK ABOUT:<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Reputation management and strategic communications. A basic training module to understand the essence, features, relevance of this area, its practical aspects for the development of companies<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">How strategic communications differ from marketing, what basic skills and abilities managers at different levels of the company should have in order to effectively manage reputation-oriented communications. How to build the trust of target audiences through internal and external communications.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Crisis situations. An inseparable, although not always pleasant, part of a communicator&#8217;s work. But it is in moments of crisis that trust in a company is formed, its reputational stability and the professionalism of the communications team are determined.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Reputation management through the mathematics of reputation research. The impermanence of the model and audience perceptions. Myths and reality through the prism of numbers. The role of AI and changing tools for influencing the audience.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">TARGET AUDIENCE:<\/span><\/b><\/p>\n<ul>\n<li><span data-contrast=\"auto\">PR expert level middle and above.<\/span><\/li>\n<li><span data-contrast=\"auto\">Heads of communication areas\/departments.<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">FORMAT: <\/span><\/b><span data-contrast=\"auto\">2 offline days from 10:00 till 18:00.\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">PROGRAM<\/span><\/b><span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">October 9<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Module 1. Strategic Communications \u2014 Natalia Ulynets<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559685&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Module objective:<\/span><\/b><span data-contrast=\"auto\"> to provide basic theoretical knowledge and practical skills for working with strategic communications.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559685&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Strategic and tactical communications. The impact of communications and building relationships with stakeholders and target audiences.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Audience by influence and interest. Stakeholder map.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Structure and process of communications planning.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Module 2. Reputation management \u2014 Natalia Ulynets<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559685&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Module objective:<\/span><\/b><span data-contrast=\"auto\"> to provide basic theoretical knowledge and practical skills for working with reputation management as a management function.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559685&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Basics of reputation management. Levels of reputation and its components.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">How trust in an organization and its reputation is formed. About the global crisis of trust and current reputation markers.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">The importance of internal communications and the role of teams and CEOs in shaping a company&#8217;s reputation and brand.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Corporate Social Responsibility.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Reputation Audit.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">October 10<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Module 3. Crisis Communications \u2014 Mykhailo Shuranov<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">The goal of the module:<\/span><\/b><span data-contrast=\"auto\"> to learn in a concentrated (according to the Pareto principle) and practically how to act during a crisis, to look into the internal \u201ckitchen\u201d of decision-making in large companies.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">How to classify a crisis: by speed, nature and scale of impact.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Conflicts as the basis of crises: typology and understanding of root causes.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">How to determine the type of crisis and choose the appropriate level of response.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">How to prepare a public statement during a crisis: structure, tone, timing.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Analysis of real cases from practice (McDonald\u2019s, Kyivstar, Ukrtelecom, etc.).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">Module 4. Measurement tools &#8211; from crisis to reputation research \u2014 Oksana Malychkovych<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">The goal of the module:<\/span><\/b><span data-contrast=\"auto\"> to provide participants with practical analytical tools for quick decisions during a reputational crisis. The crisis is also a valuable time for a reputation test drive, and therefore for measurement \u2013 a list of valuable metrics for strategic analysis and decisions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">4.1 Data visualization and must-have metrics during crisis monitoring<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Social media monitoring, emphasis on authorship.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Word map \u2013 quick navigation in arguments.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Media monitoring \u2013 a balance metric.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Reputation metrics during a crisis, what else to measure.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">4.2 Reputation analysis methodology<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">Overview of tools and models.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Reputation model for a specific market \u2013 does a unified approach work?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Important attributes of the Ukrainian reputation model \u2013 what does the consumer believe in.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">Credit of trust-Benefit of doubt.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">CSR projects and their role in reputation formation. Frankly about metrics.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">AI as a new stakeholder.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"auto\">After successfully completing the course, participants will receive a certificate of completion of the Development Program.<\/span><\/b><span 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