TLFRD Ukraine, Portfolio (Eng)

CORPORATE PRESENTATION
AND PROJECT PORTFOLIO
Kyiv, 2014

TLFRD Ukraine shall retain the right to any material contained in this
presentation made in competition with, or in isolation from, any other agency. All
rights reserved.
No part of any proposal submitted may be used by any third party or client
without prior written consent of TLFRD Ukraine.
2

COMPANY PROFILE
TLFRD Ukraine specializes in corporate communications:
  developing corporate reputation strategies and systems to increase business effectiveness and
capitalization;
  holistic marketing research, reputation audits, and perception studies;
  communication support of complex business processes, such as: introducing new products and
services, crisis situations, IPO, issuing bonds, restructuring, rebranding, entering new markets,
management changes, personnel layoffs, mergers & acquisitions, investor relations;
  Internal communication strategies, tactics, and tools: content for corporate media, employee
information and change management campaigns, employer branding campaigns;
  preparing company shareholders, top-management, and key managers to effective public speaking
and media communications;
  social responsibility programs development and communication: development and full-range
communication support of social projects; facilitation of productive dialogue with local communities,
trade unions, and industry organizations, producing sustainability reports in accordance with GRI
standards.
4

OUR TEAM’S SELECTED CLIENTS
5

COMMUNICATION SUPPORT OF
GR AND M&A PROJECTS

DEVELOPING A COMMUNICATIONS SYSTEM FOR THE NATIONAL
BANK OF UKRAINE (FUNDED BY USAID)
Scope of Work:
 Preparing the reputation profile and perception analysis of NBU.
 Preparing the recommended structure of media monitorings to be carried out by NBU’s
subcontractors.
 Preparing media trainings programs for NBU’s speakers.
 Conducting NBU reputation audit.
 Preparing the PR strategy, based on the reputation audit results.
Results:
 The project works were completed in part, due to the changes in the NBU’s
management structure.
 The following developments were accepted and integrated into NBU’s communications:
§ NBU reputation audit specification;
§ NBU reputation profile recommendations;
§ NBU media presence analysis, based on the reputation profile;
§ survey forms to receive feedback on regular basis from external and internal
stakeholders.
Developing a system of corporate
communications for the NBU, including the
reputation profile, the media monitoring
structure, recommendations on PR-
strategy.
May-July 2012
7

COMMUNICATION SUPPORT OF ELECTROLUX PURCHASE OF IVANO-
FRANKIVSK WASHING MACHINES FACTORY (19 M EURO)
Scope of Work:
 Preparing public communication strategy on the transaction, to ensure its correct
perception by media and experts, as well as to ensure facilitation of the government in
Electrolux’ timely obtaining of the necessary permits.
 Preparing public position and Q&A on the transaction’s key stages to use in public
communications.
 Preparation and approval with Electrolux financial and legal departments of
communication plan on each legal stage of transaction.
 Preparing talking points for Electrolux top management public communications.
 Media relations (press-releases, comments, interviews) on the transaction prospects
and benefits for the region and for Ukraine.
 Organizing the meeting of Electrolux global top management with Sergey Tigipko, Vice
Prime Minister of Ukraine, to present the plans of Ivano-Frankivsk factory development.
Results:
 The public presentation of the transaction by the media was (and continues to be)
positive.
 Electrolux reputation as Ivano-Frankivsk Oblast largest investor was strengthened on
the level of government (central and regional) and business media.
 In the course of the project the transaction was presented in national and regional
business media in the target way more than 150 times (Kommersant, DELO, Economic
News, InvestGazeta, Korrespondent, Ukrainian Pravda, Focus, Kontrakty, Interfax,
UNIAN, RBC, Ukrainian News, Galichina, etc.).
Ensuring correct perception by the
government, media, and experts of
Electrolux’ purchase of Ivano-Frankivsk
washing machines factory
August 2010 – June 2011
8

DEVELOPING GR AND CSR STRATEGIES FOR KRAFT FOODS
UKRAINE AND THE 11 MARKETS MANAGED BY THE UKRAINIAN
OFFICE
Scope of work:
 Analysis of the company’s current situation and business goals.
 Conducting strategic sessions with top-management to receive the necessary input
information.
 Developing key messages and communications approaches for GR and preparing
company’s speakers to respective communications formats (trainings).
 Ongoing communications consultancy for Public Affairs and GR.
 Ongoing communications support for the integration of CSR projects in the company’s
GR activities.
 Preparing and presenting to the company’s GR and CSR strategies for Ukraine and the
11 markets managed from Ukraine.
Results:
 Increased effectiveness targeted communications with the government bodies.
 Unified system of GR and CSR key messages established for Ukraine and 11 markets
managed from Ukraine.
 Company’s positioning as employer and investor strengthened, as perceived by the
target government bodies (including the Investment Committees at the Cabinet of
Ministers of Ukraine and the President’s Administration).
 The developed strategies are still being used by the company.
Developing government relations and
corporate social responsibility strategies for
Kraft Foods Ukraine and offices in Central
Asia, Caucasus, CIS, and Mongolia,
managed from Ukraine
March – June 2011
9

CRISIS COMMUNICATIONS FOR TELENOR GROUP IN UKRAINE
Scope of work:
 Preparing public position and Q&A for Telenor Group and government officials-allies.
 Preparing GR presentation for government officials.
 Preparing letters to First Vice Prime Minister (A.Turchinov) and Vice Prime Minister
(G.Nemyrya) of Ukraine.
 Organizing one-to-one meetings with target government officials (heads of
Parliamentary Committees on Tax, Regulation, Entrepreneurship & Small Business).
Results:
 Situation and media analysis conducted, to provide for targeted communications and
project ROI.
 Telenor Group top managers and advisers in Ukraine fully prepared to public
communications.
 Key messages and public information formulated, approved, and fully prepared to
public use.
 Q&A prepared, approved, and practiced regarding Telenor Group in Ukraine, Kyivstar,
Farimex, and Alfa Group.
 Targeted presentations (infographics) about the history of Telenor-Alfa-Group conflict
development prepared for the government officials.
 All prepared documents were used in other project activities: meetings with target
experts, media relations, events, etc..
 Yulia Timoshenko, then Prime Minister of Ukraine, issued a letter to stop creating
unfavorable conditions for one or Ukraine’s largest telecom investors (Telenor Group).
Effectively preparing Telenor Group top
managers and key speakers in Ukraine to
public communications on Farimex case
and conflict with Alfa Group
September 2009 – October 2010

Communicating Telenor – Alfa-Group assets merger under VimpelCom
Ltd. ($20 bn)
Scope of work:
 Preparing public position and Q&A for Telenor and target government officials.
 Organizing media events (press-lunches, press-conferences) to communicate merger
specifics and organize dialogue of Telenor Group with the media.
 Working with business and telecom journalists on informing them about merger details,
specifics, and parameters.
 Preparing and communicating Telenor Group position on the attempt of the
Antimonopoly Committee of Ukraine (AMC) to reverse the previously made decision to
approve the merger (targeted media relations, comments).
Results:
 The merger was evaluated by telecom experts and media as ‘transaction of the decade’
and ‘historic event’ for Ukraine’s telecommunications market.
 Despite the controversial comments by AMC and its allies in government on the
transaction, the merger perception by experts and business media remained
constructive.
 Information in the public domain on the transaction parameters, specifics, and benefits
consisted of Telenor Group’s messages (90%) and messages communicated by its allies
in government.
 Telenor Group reputation as one of Ukraine’s largest telecom investors was
strengthened on the level of central government, experts, analysis, and target media.
Ensuring the correct perception of Telenor
Group and Alfa Group telecom assets’
merger by government, media, and experts
October 2009 – October 2010
1

COMMUNICATION SUPPORT OF NADRA BANK PREPARATIONS TO
RECAPITALIZATION BY GOVERNMENT AND PRIVATE INVESTOR (8,8
BN UAH)
Scope of work:
 Preparing public position and Q&A on the key stages of the bank overcoming the
financial crisis, fulfilling financial obligations, and the achievements of temporary
administration.
 Establishing the working media relations function at the bank, to target business
journalists and financial analysts, in order to maintain regular information flow about the
bank’s financial readjustment and fulfilling financial obligations.
 Preparation and editing of texts for the media (press-releases, comments, etc.) for the
bank to use in public communications.
 Preparing information documents (messages) for the bank’s temporary administrator to
use in communication with the regulator (National Bank of Ukraine), investors, and IMF –
about the bank’s financial state, fulfilling obligations, and recapitalization prospects.
Results:
 The bank’s information on indicators, clients, and achievements was used in the
predominant number of media publications about the bank during and following the
project.
 The angle of media writing about the bank’s prospects as object of investment and
attractive business changed from drastically and unilaterally negative to constructive
during and following the project.
 At the beginning of 2011 a decision was made to recapitalize the bank with 8,8 bn
UAH, following the principle of ‘minimum costs to the government’, the formulations of
which were prepared by TLFRD Ukraine for the bank.
Ensuring the correct perception of NADRA
BANK’s activities on preparing to
recapitalization and fulfilling financial
obligations before customers – by
government, media, and experts
May-September 2010

COMMUNICATION SUPPORT OF METINVEST GROUP PURCHASING
MMK NAMED AFTER ILYICH (2,9 BN UAH)
Scope of work:
 Preparing public communication strategy of the transaction, in order to change its
initially incorrect presentation in the media.
 Preparing public position and Q&A on the transaction’s key stages to be used in public
communications by SCM, Metinvest, and MMK named after Ilyich.
 Preparing and approving with SCM legal and financial departments of the
communication plan, based on the legal structure of the transaction.
 Preparing talking points for public communications for SCM, Metinvest, and MMK
named after Ilyich on the transaction.
Results:
 Public presentation of the transaction changed from incorrectly communicated format
and parameters to target messages: saving MMK, providing MMK with access to raw
materials and investment, etc..
 Public presentation of Metinvest’s intentions to use the recently received foreign
funding (eurobonds) on MMK, rather than planned modernization was changed: targeted
messages were used to achieve the change.
 The transaction started (and still continues) to be presented in the media from the
standpoint of benefits for MMK to be part of Metinvest Group and benefits of the
transaction for the region; the transaction itself is being evaluated by experts, analysts,
and media as the right decision.
 All leading business media in Ukraine highlighted the transaction and continue to
highlight its results in the positive light.
Ensuring the correct perception of
Metinvest Group’s purchase of MMK
named after Ilyich by government, media,
and experts
August-September 2011
1

DEVELOPING A GR STRATEGY FOR UKRAINE AS RESULT OF
REPUTATION AUDIT FOR JAPAN TOBACCO INTERNATIONAL
Scope of Work:
 Evaluating the company’s existing perceptions by the internal and the external
stakeholders
 Media domain analysis for the company and its key competitors
 Conducting internal and external expert interviews
 Qualitative and quantitative analysis of the company’s media domain (content-analysis,
semantic analysis, building factor models and reputation profiles, etc.)
 Developing a GR strategy for Ukraine (themes, key messages, Q&A’s, events, etc.) for
media and non-media channels
 Recommended company positioning with regards to the public discussions on excise
tax, tobacco business, anti tobacco campaigns, and harm of smoking
Results:
 Previously approved strategies adjusted, based on the reputation audit results
 Enhanced use of the company’s achievements in messages targeting the government
bodies
 Minimizing the risks of lobbying the company’s interests in Ukraine, as well as of
interaction with the company’s opponents in the industry
Japan Tobacco International – reputation
audit and developing GR strategy for
Ukraine
May-September 2009

CORPORATE STRATEGIES DEVELOPMENT, AUDIT,
AND EXECUTION

REPUTATION AUDITS AND COMMUNICATION STRATEGIES
Goals:
Assessment of the existing perceptions of the company by
internal and external audiences; devising communications
policy for holding and regional companies; developing the
system of delegating communication authority between
holdings and assets; developing and instituting a system of
KPI for communications. – on strategic and execution
levels.
Works:
Media monitoring and analysis (company and key
competitors); internal and external expert (in-depth)
interviews; country-wide opinion polls (omnibus); qualitative
and quantitative media and interview analysis (content-
analysis, semantic analysis, factor models, building
reputation profiles, etc.)
Results:
Key reputational risks discovered – risk management
system devised; KPI systems developed and instituted;
reputation profiles developed as model for KPIs and key
messages filtering; media monitoring systems adjusted to
match reputation profile factors

Mining Machines Company – rebranding
Works completed:
 Creating new logo and name.
 Performing a preliminary trademark clearance search in nine countries (Ukraine,
Kazakhstan, Russia, Belarus, Uzbekistan, Poland, USA, China, India).
 Creating the new corporate style concept.
 Creating specific style elements (branded products, presentation materials, etc.),
 Creating a detailed brand-book.
2012
1

Foundation for Effective Governance – Strategy, positioning, corporate
style, communications (1)
Project with Foundation for Effective Governance (founded by Rinat Akhmetov) was
won in the course of transparent tender with leading Ukrainian, Russian, and
international agencies participating. The project included the following consultancy,
analytical, design, media, event management, and logistical works:
 Developing the Foundation’s concept, mission, vision, and approaches to work, in line
with the world’s best practice (including in-depth analysis of similar foundations’ profiles
and activities all over the world).
 On-going consulting of the Foundation’s Founder, Administration, and PR-Department
on public speaking, external communications, and media relations (recommendations,
trainings, analytical reports, ongoing consulting).
 Preparing the descriptions of the Foundation’s programs, projects, and activities for
public communications, including Q&A (Economic Reforms Program, joint project with
Davos Economic Corum – Evaluation of Ukraine’s Regions Competitiveness, regional
seminars, and round tables).
 Creating the Foundation’s brand and corporate style (logo, overall style and specific
style elements) and a detailed brand-book.
 Creating an image video for the Foundation, using the unique archive of television
materials about Ukraine.
 Design and production of the Foundation’s branded products (notebooks, pens,
letterheads, business cards, envelopes, folders, banners, brochure, PowerPoint
templates, etc.)
 Design, production, launch, and content preparation for the Foundation’s web site –
www.feg.org.ua.
 Preparation, event management, and media relations for the Foundation’s launch in
Ukraine (first public presentation of the Foundation and its programs).
 Moderation of the Foundation’s regional forums and seminars, preparing talking points,
Q&A, and briefing material for speakers.
Project with Foundation for Effective
Governance (founded by Rinat Akhmetov)
was won in the course of transparent
tender with leading Ukrainian, Russian, and
international agencies participating.
2007
1

Foundation for Effective Governance – Strategy, positioning, corporate
style, communications (2)
1

UKRAINIAN AND KAZAKH MEDIA MAPS FOR INTERPIPE AND SHELL
UKRAINE

ONGOING COMMUNICATIONS SUPPORT
(RETAINERS)

Shell EXPLORATION AND PRODUCTION Ukraine – ONGOING PR
SUPPORT ON NATIONAL LEVEL
Background:
 Shell signed a production sharing agreement with the Government of Ukraine, under which
the company was authorized to explore and drill (if exploration proves successful) tight gas
from two land plots in Ukraine in Kharkov and Donetsk Oblasts. Given the vast energy
resources Ukraine could gain in case of Shell’s success in finding tight gas, a range of
interested parties (in Ukraine and closely abroad) were interested in maintaining the low
drilling project awareness level of the local communities where Shell’s exploration wells were
located. Moreover, the full-scale defamation campaign was
launched against Shell in particular and against tight gas sourcing and fracking in general.
Project objectives:
 Leverage Shell’s communications team resources to raise key stakeholder awareness of its
responsible gas exploration and drilling practices.
 Provide consultancy and expertise to Shell Ukraine top management in mapping their
stakeholders in Ukraine and abroad, in order to prioritize them, in accordance with their
influence level on Shell’s business in the country.
 Work with the media to communicate Shell’s newsworthy events and news, related to tight
gas exploration and sourcing.
Works:
 Training Shell speakers on dealing with difficult media inquiries and questions, given the
hightened political interest to the issue.
 Moderating a strategic session for Shell top management and CEO on stakeholder mapping
and risk assessment.
 Organizing media-events, preparing and distributing press-releases, maintaining information
exchange with Shell target journalists on tight gas issue.
 Compiling a comprehensive Q&A and analysis of negative public messages on tight gas and
fracking in Ukraine – for Shell Ukraine CEO and top management to be aware in their public
appearances.
Ongoing PR support on national level
of Shell’s tight gas exploration
awareness campaign
October 2012 - June 2013

MEDIA RELATIONS SUPPORT FOR TELENOR GROUP IN UKRAINE (1)
Scope of work:
 Press-releases preparation, distribution, and follow-up.
 Initiating targeted media inquiries.
 Processing media inquiries – ensuring their timely handling by the Group.
 Initiating interviews and comments of Telenor speakers.
 Prime Minister-chaired Investment Committee sitting, EBA press-conference, Q2 press-conference,
Ukrainian Business Channel TV interview talking points and texts preparation.
 Farimex case, Frontier Economics Study press-release texts writing and editing.
 Invest Gazeta columns preparation, jointly with Trond Moe.
 Ukrainian Business Resource (UBR) interview text editing and translation.
 Web-related texts editing, translation, and expertise.
 Follow-up monitoring and analysis.
Organizing targeted press-events with Telenor top management participating:
 Training CEO and speakers on media relations and handling Q&A.
 Technical support.
 Full-scale logistical support (venue, catering, printing, etc.).
 Media relations before, during, and after the events.
 Facilitating journalists’ communication with Telenor speakers.
 Following up on the publications, monitorings, and interviews / comments.
Results:
 Speeches in all public events successfully delivered by Trond Moe.
 All media texts taken by journalists and widely publicized. UBC interview successfully conducted,
aired with three repetitions, and placed on UBC web site.
 Invest Gazeta columns lauded by the Editors and widely reprinted by various media in CIS.
 All press-releases successfully distributed, generating publications in target media and inquiries
from journalists.
 All extra media contacts resulted in effective, targeted appearances, delivering Telenor key
messages and positioning Trond Moe properly.
Full-scale media relations for Telenor
Group in Ukraine
June 2009 - October 2011

MEDIA RELATIONS SUPPORT FOR TELENOR GROUP IN UKRAINE (2)
Full-scale media relations for Telenor
Group in Ukraine
June 2009 - October 2011

HEWLETT PACKARD (UKRAINE, AZERBAIJAN, BELARUS,
KAZAKHSTAN) (1)
Scope of work:
 CIS mass media analysis.
 Preparation of recommendations on relevant topics of the company news.
 Press-releases preparation, distribution, and follow-up (CIS media).
 Processing media inquiries – ensuring their timely handling by HP.
 Initiating interviews and comments of HP speakers.
 Facilitating journalists’ communication with HP speakers.
 Media monitoring and analysis.
Results:
 All press-releases successfully distributed, generating publications in target media and
inquiries from journalists. The published materials helped to deliver all HP’s key
messages in the approved format.
Full-scale media relations for Hewlett
Packard (EB) in CIS (Azerbaijan, Belarus,
Kazakhstan, Ukraine)
June 2009 - May 2013

KAZAKHSTAN) (2)
Kazakhstan, Ukrainr)
June 2009 - May 2013

KAZAKHSTAN) (3)
June 2009 - May 2013

KAZAKHSTAN) (4)
June 2009 - May 2013

COMMUNICATION SUPPORT OF BOSCO SPORTSWEAR DURING THE
XXI OLYMPIC WINTER GAMES IN VANCOUVER (1)
Scope of work:
 Press-materials preparation (press-release, media advisory, fact-list).
 Distribution of media advisory.
 Invitation, registration, and full media support throughout the event.
 Follow-up monitoring and analysis.
 Initiating interviews and comments of Bosco speakers.
 Processing media inquiries – ensuring their timely handling by Bosco.
 Coordinating media communication with Bosco representatives.
 New Media relations (blogs, micro-blogs, etc.).
 Following up on the publications, monitorings, and interviews / comments, photos and
video about Bosco sportswear.
Results:
 Most of the target media journalists have taken part in the official presentation of
Bosco sportswear (about 60 journalists).
 News, comments, and overviews published in over 110 publications in printed and
online media. 20 news footages came out on Ukraine’s leading TV-channels. All client’s
key messages delivered in the approved format.
Communication support of Bosco
sportswear during the XXI Olympic Winter
Games in Vancouver
January-February 2010

Games in Vancouver

BUSINESS STANDARD BANK ONGOING COMMUNICATIONS SUPPORT
(1)
Scope of work:
 Developing PR strategy for the year.
 Media relations, including: preparing media map, fact-sheets, press-releases;
generating media interest and processing inquiries; organizing media events.
 Corporate positioning, including: writing corporate story, top management public
biographies, Q&A for the media communications.
 Preparing and editing texts for public communications, including: articles, interviews,
comments, web site texts (in English, Russian, and Ukrainian).
 Developing programs and preparing speeches for corporate events.
Results:
 The Bank achieved the target publicity levels for the project from press-releases, media
events, and expert comments.
 Successfully conducted media evens with 6 TV-footages and over 50 publications
overall achieved, featuring Bank’s key messages and top-management quotes.
 The Bank started generating a steady flow of incoming unsolicited media inquiries from
the national and the regional media.
Communications support of Business
Standard Bank re-branding launch and
media relations
August – December 2009

BUSINESS STANDARD BANK ONGOING COMMUNICATIONS SUPPORT
(2)
Communications support of Business
Standard Bank re-branding launch and
media relations
August – December 2009

FOUNDATION FOR EFFECTIVE GOVERNANCE - STRATEGY,
POSITIONING, CORPORATE STYLE, COMMUNICATIONS (3)
Designing the Foundations’ corporate style, web site, presentation materials, brochure,
and promotion video.
Hosting a launch presentation for VIP-guests and media (Opera Hotel):
 Conceptual works (theme, agenda, logistical and technical mapping)
 Creative decorations (floral design, branding, personnel clothing)
 Background and performance music (Kyiv Classic Orchestra – background, Sergey
Manukian – performance, jazz), providing for the artists’ technical and logistical
requirements
 Organizing media briefing with Rinat Akhmetov (Founder), Natalia Izosimova (Director),
and Kim Campbell (Board Chair, ex-Prime Minister of Canada) participation
Media relations:
 Preparing information materials (announcements, invitations, press-kits, press-
releases, etc.)
 Handling pre- and post- launch media inquiries
 Initiating and handling interview and comment requests during the launch
 Follow-up media monitoring and analysis
Results:
 The launch event was attended by 130 VIP-guests, including target media.
 The event was described in over 170 publications in printed and online media (articles,
news, comments, interviews), most of which were quoted numerous times; news
footages were broadcast on 6 leading TV Channels:1+1, ICTV, TRK Ukraine, 24, STB, 5
Channel.
 As of today, the Foundation received over 100 requests for cooperation from various
sources.
Foundation for Effective Governance high-
visibility launch event
December 2007
3

FOUNDATION FOR EFFECTIVE GOVERNANCE - STRATEGY,
POSITIONING, CORPORATE STYLE, COMMUNICATIONS (4)
Foundation for Effective Governance high-
visibility launch event
December 2007
3

INTERPIPE Internal corporate event – First in company history joint
Metallurg Day celebration (1)
Goals:
 Corporate celebration re-positioning from ordinary ‘sponsored city concert’ to targeted
event, aimed at showing the company appreciation to employees for hard work during
the year.
 Internal and external PR campaign to promote the unconventional celebration format
(joint celebration) as important element of corporate culture and networking between
employees of all worker and management ranks.
 Integration of INTERPIPE key messages in the event; laying down the foundation of
corporate patriotism, along with loyalty to specific plants in the company structure.
Intellectual and creative works:
 Creating complete event creative and technical concept, including:
§  Detailed instructions for technical subcontractors, sufficient for immediate
execution (with further control and evaluation),
§  Detailed program and technical / logistical mapping.
 Organizing supporting campaigns – internal and external:
§  Preparing media-plans and budgets
§  Creating designs (posters, boards, city-lights) and publications (interviews,
articles, overviews, ‘sneak peaks’ into event preparations)
 Expert analysis, evaluation, and auditing of all technical subcontractors’ proposals
(technical and financial) in the project
 Results evaluation and final report preparation
Creating corporate anthem:
 Writing anthem text and music, in line with corporate positioning, reflecting company
mission and values
 Recording the anthem to create a musical product to be played at the event
INTERPIPE: We Are Together!
July 2008
Dnepropetrovsk Oblast

INTERPIPE Internal corporate event –
First in company history joint Metallurg Day celebration (1)
Technical, organizational, and logistical works:
 Daily coordination with technical subcontractors – distantly and at the location – to
ensure effective concept implementation
 Organization and control of the local talent show (selection of performers, casting,
rehearsals, program agenda, briefings, logistics)
 Representing the client in cooperation with subcontractors and project partners
 Creative and executive direction of the event
 Operational, logistical, and crisis management at the location
Details:
 First in the company and the Oblast history joint corporate Metallurg Day celebration for
workers and managers of all INTERPIPE plants.
 First step in true team building and corporate unity of workers under INTERPIPE brand.
 Total number of celebration participants – over 5000 people.
Results:
 For the first time in INTERPIPE history, all workers cheered the company and
expressed pride in playing under ‘corporate flag’.
 Joint Metallurg Day celebration has become a tradition, with substantial sportive,
creative, and intellectual preparation on behalf of INTERPIPE office and plants..
 INTERPIPE office and plants top managers came together for the first time to informally
greet their employees. This fact confirmed the right selection of the event format and
supported the decision to step away from the ‘sponsored city concert’.
 Joint celebration was evaluated by the participants higher than the previous Metallurg
Day formats.
 Over 5000 people believed in the new celebration format and attended it.
July 2008

July 2008

Kyiv-Mohyla Business School (kmbs) – master-classes of Philip Kotler
in Kyiv (1)
Works:
 Developing media campaign concept, messages, and texts (announcements, press-
releases, Q&A, biographical information, etc.)
 Preparing marketing materials design and text (roll-ups, stands, banners, handout
materials cover, tickets, etc.)
 Liaising with Philip Kotler within the project framework (preparing and approving
comments for the media, organizing interviews, approving biographical information
disclosure – P. Kotler’s parents originate from Central Ukraine (Zhitomyr Oblast)
 Media relations (partnering with key media to promote the events, distributing press-
releases and comments, processing inquiries and interview requests, organizing press-
conferences)
 Seeking sponsors for both master-classes and liaising with them (Kraft Foods, UMG,
Ukr.net, Kvazar-Micro, etc.)
 Project reporting for kmbs and sponsors (clippings and recorded TV-footages)
Results:
 More than 50 publications in target media throughout the campaign duration, with kmbs
mentioned (of those – 3 interviews and one Expert Magazine cover)
 5 news footages on Ukraine’s leading TV-channels
 Favorable feedback of sponsors and media partners regarding the media presence
quality and the access to target audience
Philip Kotler’s master-classes in Kyiv.
Two master-classes of Philip Kotler in Kyiv
– commercial one for businesspeople and
pro bono one for students (700 persons
each)
2006. Kyiv-Mohyla Business School kmbs)
4

in Kyiv (2)
each)
2006. Kyiv-Mohyla Business School kmbs
4

in Kyiv (3)
each)
2006. Kyiv-Mohyla Business School kmbs
4

Kyiv-Mohyla Business School (kmbs) – master-class of Chan Kim (Blue
Ocean Strategy) in Kyiv (1)
Works:
 Developing media campaign concept, messages, and texts (announcements, press-
releases, Q&A, biographical information, etc.)
 Preparing marketing materials design and text (roll-ups, stands, banners, handout
materials cover, tickets, etc.)
 Media relations (partnering with key media to promote the events, distributing press-
releases and comments, processing inquiries and interview requests, organizing press-
conferences)
 Seeking sponsors for both master-classes and liaising with them( ТNK-BР, UMС,
Nissan, Кvazar-Micro)
 Project reporting for kmbs and sponsors (clippings and recorded TV-footages)
Results:
 More than 20 publications in the target media throughout the campaign duration (of
those – two interviews and one Expert Magazine cover)
 2 news footages on Ukraine’s leading TV-channels
 Favorable feedback of sponsors and media partners regarding the media presence
quality and the access to target audience
 Building up kmbs brand awareness in connection with the Blue Ocean Strategy
concept, previously unknown in Ukraine
Chan Kim’s (Blue Ocean Strategy) master
classes in Kyiv
Master-class of the author of Blue Ocean
Strategy concept in Kyiv – for
businesspeople (300 persons)
2006. Kyiv-Mohyla Business School
(kmbs).
4

Kyiv-Mohyla Business School (kmbs) – master-class of Chan Kim (Blue
Ocean Strategy) in Kyiv (2)
Chan Kim’s (Blue Ocean Strategy) master
classes in Kyiv
Master-class of the author of Blue Ocean
Strategy concept in Kyiv – for
businesspeople (300 persons)
2006. Kyiv-Mohyla Business School
(kmbs).
4

EUROPEAN PR CONGRESS 2007-2013 (1)
Congress plenary sessions hosting (heading the presidium) and round tables
moderation
Congress overall theme and agenda for each session:
 Developing general theme and subsequent themes of plenary sessions and
workshops / roundtables
 Ensuring the effective combination of session themes, their logical sequence and
productive audience allocation
Selection and invitation of speakers:
 Search, selection, invitation, orientation, and briefing of speakers regarding their
presentation themes
 Joint preparation of handout materials with speakers – to ensure their relevance to
Ukrainian audience
 Assisting speakers in selecting cases to illustate their presentations – relevant and
clear to Ukrainian audience
Results:
 In 2006-2011 the Congress was attended by nearly 1500 participants, representing the
world’s leading companies and international organizations in PR industry, as keynote
speakers and delegates:
 Chartered Institute of Public Relations (CIPR), Global Alliance, ICCO, Holmes Report,
Ethical Corporation, PRSA, SCM, INTERPIPE, Burson Marsteller, CSR Organization,
Japan Tobacco International, Telenor Group, Ernst&Young, Baker&McKenzie Concorde
Capital, Industrial Union of Donbass, XXI Century Investments, Gaylord College of
Journalism and Mass Communications, Polish PR Association, Finance New Europe,
McDonalds, UN, OSCE, Dow Jones Newswires, Burson-Marsteller, BrandWatch, BBC,
New York Times, etc.
European PR Congress
(within the framework of the Ukrainian
Association of Public Relations (UAPR)
Board)
2007-2013

EUROPEAN PR CONGRESS 2007-2013 (2)
European PR Congress
(within the framework of the Ukrainian
Association of Public Relations (UAPR)
Board)
2007-2013

TARGETED MEDIA CAMPAIGNS
STRATEGY AND EXECUTION

DTEK – press-tour to the company’s core enterprises (1)
Works:
 Developing a creative concept for the press-tour (“Unclassified files”), displaying
DTEK’s openness and willingness to show results of their investment programs.
 Full-scale media cooperation (text copywriting, working with journalists before, during
and after the event).
 Full-scale logistic support (including development and production of all complementary
materials, co-planning the route for the press-tour with DTEK’ enterprises
representatives).
 Conducting a communications training for DTEK executives (preparing to communicate
with the media).
 Creative video report on the event.
Results:
 70% of the media materials contained DTEK’ key messages (including 4 TV stories),
the context of references to the company had a positive tone.
 30% of the media materials were dedicated to company’s crisis topics, however the
context of references to DTEK was constructive, not negative.
 DTEK investment programs and company’s contribution to the development of
presence regions were covered positively in all publications.
 Major publications have been reprinted by more than 30 titles, all materials contained
DTEK’ key messages.
Press-tour to DTEK’s core enterprises to
demonstrate company’s investment
strategies implementation.
October 2008
5

DTEK – press-tour to the company’s core enterprises (2)
Press-tour to DTEK’s core enterprises to
demonstrate company’s investment
strategies implementation.
October 2008

Shell Retail Ukraine – anti-crisis communications
project (1)
Background:
 One of Shell’s competitors organized a pre-paid series of articles about the alleged low
quality of fuel at Shell gas stations. Articles were published in popular media (print &
online). Articles questioned the level of quality control at gas stations and company’s
approach to maintaining the required level of safety and quality. As a primary source of
information was used a research, conducted by a dishonest industrial organization with
serious procedural and legal irregularities. These articles posed a serious threat to
perception of Shell brand by end-users, who didn’t know about the ways used to obtain
research results and could treat the articles as credible.
Project objectives:
 Establish productive relationships between Shell Retail Ukraine and business/
specialized media; communicate the key messages about Shell’s approaches to quality
control at gas stations to participants of the press-tour.
Works:
 Development of recommendations for Shell concerning interactions with the media,
who had published articles about the company in negative context (preparation of letters,
based on official position of the company).
 Training managers to communicate with other media editors to prevent material
republication.
 Development of the concept and key messages, as well as full logistics and media
support during press-tour to the Shell gas station to demonstrate company’s approach to
fuel quality control.
Anti-crisis communications project.
Press-tour to Shell gas station in Kiev.
September 2010

project (2)
Results:
 According to the results of the press-tour a number of articles came out with positive,
truthful context about Shell’s fuel quality and security. Volume of such publications was
twice as big as volume of negative publications.
 Publications based on the results of the press-tour fair-mindedly questioned the result
of previous research (used in negative publications) while giving simple arguments for
consumers.
 Properly prepared and conducted mail communications with leading Ukrainian media
prevented the republication of pre-paid negative articles.
September 2010
The image cannot be displayed. Your computer may not have enough memory to open the
image, or the image may have been corrupted. Restart your computer, and then open the ﬁle
again. If the red x still appears, you may have to delete the image and then insert it again.

project (3)
September 2010

HP – HP-ORT GET-IT center grand-opening communications support (1)
Works:
 Developing all messages, texts, and Q&As for the event, to get the media onboard with
the idea of GET-IT program by demonstrating the volume of HP’s investment in the
program in Ukraine and the world, as well as by highlighting specific success stories of
Ukrainian kids who participated in the program.
 Media pitches, press-announcements and press-releases.
 Preparation of HP speakers to communicate with journalists so that the project is
perceived not as advertising but as a social initiative of the company – as it actually is.
 Full-scale logistics support, including organization of transfer for journalists from public
transport and subway stations to the event area.
Results:
 The event and GET-IT program was covered in the leading business media (which is a
rare thing for CSR initiatives, especially in IT) and in the industry media;
 All publications (more than 20) reflected key messages, quotes by HP, as well as
illustrations of the event.
Communication support of the HP CSR
project.
October 2009

HP – HP-ORT GET-IT center grand-opening communications support (2)
Communication support of the HP CSR
project.
October 2009

DELTA BANK CRISIS COMMUNICATIONS SUPPORT (1)
Scope of work:
 Developing a crisis communications strategy, to mitigate the risks of customer run-off
due to negative rumors spreading about the bank’s solvency and stability
 Media relations – to ensure the Bank’s public position is communicated and all
journalists’ inquiries are addressed
 Preparing media materials (press-releases, etc.) to ensure the effective communication
and distribution of the Bank’s position on the situation
 New media monitoring – ensuring the correct information about the situation is supplied
to target blogs and forums (including Twitter)
 Mitigating the impact of negative publications about the Bank, paid for by the
opponents to be placed in several online media
 Training the Bank shareholder and top management, to ensure the public position is
communicated in a unified way and all possible media questions are answered properly
 Supplying Q&A to call center managers to communicate with individual and corporate
clients
Results:
 The Bank’s position effectively communicated to mass media – all negative media
materials were further supplemented with the Bank’s comments and official position
(including those where negative paid-for materials appeared)
 Ukraine’s most respected business media (Expert, Kommersant, Economicheskie
Izvestia, etc.) published materials based on the Bank’s position, not on the negative
rumors
 The customer run-off was prevented, the Bank did not incur any significant losses in
individual customers’ deposit money
Crisis communications support
(consultancy, media relations, speaker
preparation)
March-April 2010
5

DELTA BANK CRISIS COMMUNICATIONS SUPPORT (2)
Crisis communications support
(consultancy, media relations, speaker
preparation)
March-April 2010

Ukrainian Exchange – launch in Ukraine, CEO positioning, and media
relations (1)
Works:
Preparing the corporate story for the media pitch
 Training CEO and speakers on media relations and handling Q&A
 Preparing a unified public position for all speakers on the key press-conference issues
 Preparing and practicing talking points for each of the speakers
 Preparing Q&A for speakers
 Developing several angles of pitching the event to different types of media
Organizing and moderating the press-conference at Opera Hotel, Kyiv
 Event moderation (discussion facilitations, directing inquiries, ensuring equal
opportunities for all journalists to access the key speakers)
 Technical support, including the installation of operating trading terminal for live
demonstration of the internet-trading systems
 Full-scale logistical support (venue, catering, printing, etc.)
 Media relations before, during, and after the event
 Facilitating journalists’ communication with Ukrainian Exchange speakers
 Following up on the publications, monitorings, and interviews / comments
Results:
 All target media participated in the press-conference (including international news
agencies and TV-channels); over 100 publications in printed and online media; 5 news
footages and 3 specialized programs on Ukraine’s leading TV-channels (UBC, 1
Business Channel, 1 National Channel.
 All client’s key messages delivered in the approved format
Organizing a press-conference on the
launch of Ukrainian Exchange – first
exchange in the country to offer internet-
trading
March 2009
5

relations (2)
trading
March 2009
6

relations (3)
trading
March 2009
6

SOKRAT INVESTMENT GROUP PRE-IPO FUND LAUNCH (1)
‘Packaging’ the newsworthy event for proper understanding by the media
 Simple, clear, targeted characteristics of pre-IPO fund perspective and benefits to the
Ukrainian economy
 Unique pre-IPO fund positioning – practically, the only source of long-term funding for
small and medium business in crisis times
Preparatory work with press-conference speakers
 Express media-training for Sokrat General Director, Fund Manager, and Private Equity
Department Director
 Practicing the fund’s ‘public legend’ and Q&A for media and investors
 Versions of pre-IPO fund communication to various media, based on their format
Organizing a top-level press-conference at Premier Palace Hotel
 Full logistical support (premises, catering, press-kits)
 Invitation, registration, and full media support throughout the event
 Coordinating media communication with Sokrat representatives
 Follow-up monitoring and processing media inquiries
Results:
 Most of the target media journalists have taken part in the press conference (including
information agencies and TV-channels); news, comments, and overviews published in
over 40 Ukrainian press and online media; news footages came out on 3 target business
channels (Channel 5, UBC, and 24).
 All client’s key messages were delivered in the approved format
Organizing a press-conference to launch a
first in Ukraine pre-IPO fund by Sokrat
Investment Group
September 2008

SOKRAT INVESTMENT GROUP PRE-IPO FUND LAUNCH (2)
Organizing a press-conference to launch a
first in Ukraine pre-IPO fund by Sokrat
Investment Group
September 2008

UNIVERSAL BANK LAUNCH COMMUNICATIONS STRATEGY
DEVELOPMENT (1)
Scope of work:
 Developing a communications strategy for the Bank’s launch in Ukraine
 Preparing an information policy, to ensure the Bank’s communications in Ukraine are
properly executed and managed
 Training the Bank’s CEO (Miltiadis Papanikolaou) and Board Members on effective
media relations and public speaking in Ukraine
Results:
 The Bank successfully launched in Ukraine, following the developed communications
strategy
 The Bank still operates, based on the prepared information policy
 The Bank is currently one of the most active players of Ukraine’s individual banking
services market
Developing a communications strategy for
Universal Bank launch in Ukraine
November 2007 – April 2008

UNIVERSAL BANK LAUNCH COMMUNICATIONS STRATEGY
DEVELOPMENT (2)
Developing a communications strategy for
Universal Bank launch in Ukraine
November 2007 – April 2008

VTB BANK IN UKRAINE
LAUNCH OF COUNTRY HEAD-OFFICE (1)
Organizing press-events to highlight the strategy and the perspectives of VTB group in
Ukraine:
 VTB Ukraine head office tour for Ukrainian and Russian mass media
 Press-conference with VTB Group top management attending
Full-scale media relations for VTB Ukraine:
 Media training and speech writing for VTB Ukraine Board Chair
 Initiating targeted media inquiries, generating interest towards the event
 Processing media inquiries – ensuring their timely handling by the bank
 Initiating interviews and comments of VTB speakers after the event
 Follow-up monitoring and analysis
Organizing a VIP-reception for VTB top managers and high-level guests:
 Detailed event plan – including logistics and a complete set of talking points for all
speakers
 Full-scale decoration of the location (branding, flowers, personnel uniforms, etc.)
 Valery Sutkin concert to close the VIP reception
Results:
 Over 30 Ukrainian and 20 Russian target media took part in the press-events (including
information agencies and TV-channels); broad materials with VTB key messages
published in over 20 Ukrainian printed and online media; news footages appeared on
target TV-channels: ICTV, 1+1, 1st National Channel, 24.
Full communication support of VTB Bank
country head office launch in Ukraine
(press-event, office tour, VIP-reception)
November 2007
6

VTB BANK IN UKRAINE
LAUNCH OF COUNTRY HEAD-OFFICE (2)
Full communication support of VTB Bank
country head office launch in Ukraine
(press-event, office tour, VIP-reception)
November 2007

CITIGROUP - UKRAINE
GLOBAL CUSTODY AND CLEARANCE SERVICE LAUNCH (1)
Press Conference
Citi to Provide Direct Custody and Clearing
Services in Ukraine
Hyatt Regency Kyiv, Paris I Conference
Hall
April 2008
Moderator:
  Konstantin Seryogin, Deputy Chairman of the Board in JSCB “Citibank (Ukraine)”
Speakers:
  Nadir Shaikh, Chairman JSCB “Citibank (Ukraine)”
  Satvinder Singh, Managing Director, Direct Custody and Clearing Business Head across
Europe, Middle East and Africa
  Ramiro Antezana, Managing Director, CIS Division Head, Global Transactions Services
  Konstantin Seryogin, Deputy Chairman of the Board in JSCB “Citibank (Ukraine)”

CITIGROUP - UKRAINE
GLOBAL CUSTODY AND CLEARANCE SERVICE LAUNCH (2)
Press Conference
Citi to Provide Direct Custody and Clearing
Services in Ukraine
Hyatt Regency Kyiv, Paris I Conference
Hall
April 2008
Kommersant
//Reprints:finance.ua, bankir.ru,
Ukrrudprom, DEN'GI, Sostav.ua,
online.ua, AAA, Pro-consulting,
Rynok.biz, Baaza.ru
UABanker.net (2 publications)
// Reprint: META.UA
BANK-UA.com
UBP
// Reprint: STROYREC.com.ua
izvestia.info

DISTRIBUTING THE PRESS-RELEASE AND PROCESSING
JOURNALISTS' INQUIRIES IN UKRAINE AND RUSSIA
Scope of work:
 Distributing the press-release among Ukrainian and Russian media: international/
national/local dailies/free newspapers; consumer travel media; consumer lifestyle media;
broadcast media
 Processing journalists' inquiries of their interest in comments / interviews from the
Client.
Results:
 Press-releases successfully distributed in Russia and Ukraine, generating publications
in target media and inquiries from journalists
Distributing the press-release and
Processing journalists' inquiries in Ukraine
and Russia
November, 2011
7

DTEK – crisis communications between administration and trade
unions
Situation:
 After DTEK purchased its key industrial assets, new investment programs were
introduced, as well as changes in top management and personnel occurred. To optimize
business-processes and increase business effectiveness, new owners had to lay off part
of the personnel. The reasoning behind and the expected results of the changes were
not communicated adequately to personnel and trade unions. Incorrect understanding
leads to frivolous interpretation of DTEK’s approaches to management and to negative
publicity in local media.
Goals:
 Evaluating the existing perception of DTEK by internal and external audiences;
formulating the information policy for DTEK and its assets; devising a system of
delegating communication authority; organizing a targeted campaign to communicate
DTEK’s plans and actions in relation to the newly purchased mines, especially
Pavlogradugol.
Works:
 Analyzing company monitorings – pinpointing external risks and perceptions to be
corrected. Organizing a PR campaign aimed at correct communication of changes
brought in by DTEK and social partnership, concluded between DTEK and local
authorities (interviews, analytical materials, articles for internal media).
Results:
 The flow of negative publications was stopped. Productive dialogue between
Pavlogradutol top management, trade unions, workers, and mass media was
established. A trilateral social program approved for launch by DTEK – between
Pavlogradugol, trade unions, and DTEK.
Communicating changes in personnel
management at Pavlogradugol (Ukraine’s
biggest united coal mining company)
October-December 2007
7

Metinvest Holding – communicating socially responsible position of the
company towards its employees’ compensation
Situation:
 The wear-out of production equipment in Ukraine’s metallurgy exceeds 70%. At the
same time, industry leaders are facing a hard choice – either to raise the level of
minimum salary, or to invest in modernization. Due to the pre-election time, the problem
is being used for political speculations and negative comments in media, addressed to
the leading Ukrainian metal ad mining companies. Negativity in the media threatens the
reputation of metallurgy companies as employers and corporate citizens, forcing them to
choose between rational and political decisions.
Goals:
 Evaluating the existing company perceptions by internal and external audiences; in-
depth media and industry analysis to establish the real reasons behind negativity in
media; formulating the official company position on the matter.
Works:
 Media monitoring and analysis – company, competitors, opponents; comparative
analysis of metal and mining industry in different European countries, including Ukraine –
effectiveness, equipment wear-out, share of payroll in final product cost, etc.. Separate
comparative industry research launched, to ensure solid facts and data basis for
argumentation. Targeted communications in business and industry media (Kyiv and
regions) to raise the problem and to communicate the ‘growth in partnership’ strategy,
implying that production volume and salaries only can grow when invested in at the same
time.
Results:
 The problem discussed in the leading printed and online media and at high-visibility
industry events. Targeted campaign in corporate media allowed to explain top-
management motivations to workers, strengthen loyalty and trust to the company. An
agreement reached between industry leaders to disclose salary levels and let the public
compare their dynamic with that of state-owned companies.
Communicating the issues of workers’
salaries in metallurgy and strong need for
modernization in the industry
Targeted campaign, built around an
industry-wide problem – raising the
minimum salary level in metallurgy
simultaneously with strong need in
modernization of equipment. Protecting
Metinvest Holding reputation as
responsible employer.
Fall 2007
7

Azovstal Steel Plant – communicating the responsible position towards
environment
Works:
 Media monitoring – company and competitors: in-depth industry analysis – salary
levels, investment in environmental programs volumes and results; implemented
programs of environmental responsibility; communicating ecological responsibility;
opinion leaders in the field. Devising a communication platform and a media plan.
Preparing texts for the media.
Results:
 The issue highlighted in the leading regional press and online news media (over 100
publications, including reprints). Main messages of the campaign were reprinted and
quoted by the prominent all-Ukrainian mass media, in spite of purely regional targeting of
the campaign. Azovstal is pozitioned as an environmentally responsible company in
times of the prevailing negative information around the environmental activities of most
Ukrainian metal and mining companies.
Highlighting the issues of environmental
responsibility of the Steel Plant, their
participation in solving the problems with
Mariupol city ecology, jointly with local
authorities. Communicating Azovstal
position to the Oblast population and to the
industry experts.
September-October 2008
7

Kyiv-Mohyla Business School (kmbs) – targeted expert positioning
media campaign (1)
Situation
 Kyiv-Mohyla Business School received the CEEMAN accreditation. However, the
surveys of the applicants for MBA programs showed the insufficient awareness level of
the Ukrainian business schools’ advantages in terms of providing a platform for career
growth. At the same time, the number of business schools in Ukraine during 2005-06 has
grown significantly, thus, blurring the positioning of the top-3 leading schools, among
which is kmbs.
Works
 Media relations, including partnerships to promote kmbs programs, distributing press-
releases, generating and processing inquiries, organizing press-events)
 Organizing kmbs communications with the international media on the matter of
business schools’ accreditation
 Organizing the participation of kmbs experts in relevant industry events (e.g. round
table organized by DELO newspaper)
 Organizing comments of and interviews with Pavlo Sheremeta, kmbs Dean with local
and international media (e.g. Expert, Strategii, Financial Times)
Results:
 kmbs ranked number one in the national rating of business schools by Delovoy
Magazine by 2/3 of the evaluation criteria. Strengthening kmbs image in Ukraine as
compliant with the international business education standards. Maintaining regular inflow
of media inquiries to kmbs, related to business education.
Targeted media campaign to address the
problems of business education in Ukraine
complying with the requirements of the
labor market and the necessary
accreditations of business schools by the
relevant European organizations
2006 . Kyiv-Mohyla Business School
(kmbs).
7

Kyiv-Mohyla Business School (kmbs) – targeted expert positioning
media campaign (1)
Targeted media campaign to address the
problems of business education in Ukraine
complying with the requirements of the
labor market and the necessary
accreditations of business schools by the
relevant European organizations
2006 . Kyiv-Mohyla Business School
(kmbs).
7

ANNUAL REPORTS, PRESENTATIONS, BOOKS,
OTHER TEXT & DESIGN PRODUCTS

ARCELORMITTAL KRYVYI RIH SUSTAINABILITY REPORT, 2012
CSR REPORT COMPLIANT WITH GRI

SCM Group annual reports, 2007-2012
First SCM Group’s public annual report for
Ukrainian and international stakeholders
(2007) and following public annual reports
(2008-2011)
Preparing report texts in Russian,
Ukrainian, and English; creating report
design.
2007-2012

METINVEST HOLDING SUSTAINABILITY REPORT, 2008
FIRST PUBLIC CSR REPORT, COMPLIANT WITH GRI

FOUNDATION FOR THE DEVELOPMENT OF UKRAINE
FIRST PUBLIC ANNUAL REPORT
Annual Report for public presentation
First public annual report since the
inception of the Foundation’s largest
program in Ukraine.
Design concept and full graphic design of
the report. ‘Packaging’ annual report
content for public communications.
2007

FOUNDATION FOR THE DEVELOPMENT OF UKRAINE
STOP TUBERCULOSIS. TOGETHER PROGRAM ANNUAL REPORT
Annual Report for public presentation
First public annual report since the
inception of the Foundation’s largest
program in Ukraine.

Viking Rus book by Halvord Chen for Telenor Group in Ukraine –
translation editing
Within the framework of CSR strategy, aimed at promoting the Scandinavian
culture in Ukraine and supporting the inter-cultural liaisons between Ukraine
and Norway, Telenor Group made a decision to publish the Ukrainian and
Russian translations of the Viking Rus book by Halvord Chen, presenting an
alternative view on the Kiev Rus history.
Project goals:
 Positioning Telenor Group as company, contributing to the development of
Ukrainian culture and the promotion of the Scandinavian culture in Ukraine
 Maintaining contacts of Telenor Group with key stakeholders (Universities,
embassies, NGOs, etc.)
Project works:
 Editing the Ukrainian and the Russian translations of the book
 Managing the team of editors and proofreaders within the project framework
 Writing the annotation to the book, as well as the talking points and the
translation of the foreword for the Ambassador of Norway in Ukraine
2009
88

INTERPIPE CORPORATE MAGAZINE
THEMATIC PLANNING, TEXT-WRITING, EDITING - 2008-2010
Within the framework of the new INTERPIPE corporate communications
strategy, the approach to generating corporate magazine content was
changed. The decision was made to make the magazine more relevant to
employees’ interests and at the same time add entertainment to previously
over-scholarly approach to texts.
Works:
 Preparing thematic plan and plan of sections for every issue
 Introducing new magazine sections and columns: Book Reviews, World
Management Practice, etc.
 Ongoing desk-research to ensure the magazine texts’ effectiveness for
INTERPIPE and their relevance for readers
 Gathering information for comments from and organizing interviews with
INTERPIPE speakers (management and staff)
 Preparing recommendations for INTERPIPE design department for effective
visual support of the prepared texts
Results:
 Positive evaluation of the new magazine by the readers
 Transformation of the magazine continues – currently the possibility of
expanding it to the clients’ bulleting is being considered (broadening the
audience)
89

INTERPIPE SOCIAL PROJECT
LAUNCH OF BUSINESS BOOKS SERIES FOR TOP-MANAGERS -
2008-2010
Within the framework of INTERPIPE social responsibility and regional
community development strategy, a decision was made to launch a series of
business books for distribution among Dnepropetrovsk Oblast higher
education institutions. First book in the series was Henry Mintzberg’s ‘The
Rise and Fall of Strategic Planning’.
Project objectives:
 INTERPIPE’s positioning as responsible employer, interested in developing
the intellectual potential in the region (targeting prospective employees).
 Establishing new contacts with target higher education institutions as
sources of potential candidates for managerial positions.
 Strengthening INTERPIPE brand as prospective and responsible regional
employee, stimulating employee loyalty among company managers.
Works:
 Preparing communication platform to target various audiences
 Creating the slogan (title) of the book series
 Developing a PR-plan for the project; implementing the plan in the format of
ongoing consulting for INTERPIPE PR-team
 Expertise of creative decisions in the project (book cover, images, etc.)
90

CAPITAL TRUST SECURITIES PRESENTATION FOR WORKING
MEETING WITH FOREIGN INVESTORS
 Preparing optimal approach and angle for presenting company information, considering
that Capital Trust is a young, dynamically growing business. Segmentation of target
audiences, to match company’s services more precisely.
 Formulating key messages for the presentation (preparing potential issuers to enter
capital markets), considering the tightening competition in the market with strongly
defined leaders in most of the segments.
Presentation for WARSAW STOCK
EXCHANGE partner company, to select
Capital Trust Securities as their regional
partner
Writing presentation text in Russian and
English. Preparing recommendations
related to design and visualizing data
2008

CAPITAL TRUST SECURITIES PRESENTATION FOR WORKING
MEETING WITH FOREIGN INVESTORS
Preparing optimal argumentation to spell out and support Sokrat’s successful and
developing products / services. ‘Packaging’ key messages, based on the reputation
audit results.
Results:
 Successful appearance at Adam Smith Conference; positive feedback from foreign
investors and partners regarding Sokrat key messages and style.
Presentation for foreign investors and
partners
Sokrat first public appearance after
rebranding – Adam Smith Investment
Summit
Presentation text writing in Russian and
English
2008

Corporate bulletins for INTERPIPE and Foundation for Effective
Governance
9
Newsletter # 1: open discussion on
regional development.
INTERPIPE corporate
magazine transformed –
express-interviews,
opinion polls, industry
trends analysis included

NEW MEDIA,
TARGETED ONLINE COMMUNICATIONS

DEVELOPMENT AND EDITING OF TEXT CONTENT OF KRAFT FOODS
SITE IN UKRAINE
The site is official Kraft Foods’ corporate resource in Ukraine and 11 other markets,
which are managed by Ukrainian office (Georgia, Armenia, Azerbaijan, Uzbekistan,
Tajikistan, Kazakhstan, Belarus, Turkmenistan, Kyrgyzstan, Moldova, Mongolia)
Scope of works:
 Development and literary editing of text content of Kraft Foods site in Ukraine
Text content of Kraft Foods site in Ukraine
www.kraftfoods.com.ua
2012
9

COMPASS ALL-UKRAINIAN RATING OF HIGHER EDUCATION
INSTITUTIONS
 Compass Rating of Ukrainian Higher Education Institutions was initiated by
System Capital Management and Foundation for the Development of Ukraine,
within the framework of SCM’s large-scale social program. The rating evaluates
Ukraine’s institutes and universities, based on the structured feedback of the
students and employees. The main evaluation criteria revolve around the
compliance of the education level with the requirements of the modern labor
market.
 SCM, as one of Ukraine’s biggest employees, realizes that a transparent and
independent evaluation system needed to be applied to the learning conditions that
shape the country’s intellectual elite. Especially in the light of the strong demand
for skilled professionals of almost any field. As a responsible employers, SCM feels
the need to contribute to creating such a system.
Project aim: creating the rating of Ukraine’s higher education institutions, aimed
at the fair and transparent evaluation of the following:
 Practical value of higher education to the students;
 Compliance of higher education level and content with the demands of the
market
 Providing graduates with reliable employment opportunities by the time they
complete their education.
Works:
 Preparing communication platform for the project, targeting various audiences
 Preparing the list of questions and answers for project public speakers
 Preparation and expertise of the regulation document related to the project
Expert Board
 Preparing project web site content
 Developing the program PR-plan and implementing in in the format of ongoing
consultancy of SCM’s PR-team
 Recommending the effective approaches to visualizing the results of rating-
related research (cover, logo, diagrams, tables, etc.)
www.yourcompass.org

Digital Future of Journalism joint social project – Foundation for the
Development of Ukraine and Kyiv-Mohyla Academy
Situation:
 The project was initiated by the Foundation for the Development of Ukraine,
in partnership with National University Kyiv-Mohyla Academy (NaUKMA), and
is being implemented by NaUKMA Master in Journalism Program.
Program goals:
 Preparing young journalists – newsroom leaders – to working in the digital
age, using modern communication channels and technologies. Cultivating
new media culture through new approaches and tools.
Program description:
 The program includes all media types: press, radio, television, and internet,
providing journalists with necessary skills of effective work in the following
directions:
§  preparing news content
§  balancing interests of a wide spectrum of audiences
§  applying new media technologies
Works:
 Devising the program communication platform and PR-plan (media and
events)
 Formulating key messages
 Preparing recommendations related to the program promotion through blogs
 Consulting the Foundation’s top management in the process of program
Board selection and formalization of their authorities
Results:
 Successful start and the ongoing status of the program, with over 100
journalists participating.
9

MANAGEMENT TEAM – CONSULTING, PROJECT MANAGEMENT, CEO-
Consulting and TrainingS
Marina Starodubska,
ACIPR, Managing
Partner
Education
 International Christian University, Vienna. Bachelor of Business Administration. Chartered Institute of
Public Relations (CIPR), London, UK. International Qualification in Public Relations (Diploma).
Experience
 Nine (9) years of management consultancy in Ukraine, Europe, and the USA in various business areas
(development, metallurgy, machine-building, finance, banking, etc.). Developed and conducted over 50
trainings for top-managers on Strategic Communications.
 Author of over 100 publications in electronic and printed media. Expert contribution to digests of the best
articles by Maximum Publishing House “Winning Strategies” 2005 и 2006.
 Vice-President, Ukrainian Association of Public Relations (UAPR). CSR Committee Chair, European
Business Association (ЕВА) 2006-2010. Member of United Nations working group for developing a CSR
Strategy for Ukraine.
Selected Projects
Numerous strategic communications projects successfully implemented for Ukraine’s leading companies in b2b
and b2c markets:
 REPUTATION & MEDIA AUDITS – SCM, DTEK, Rockwool, Sokrat Investment Group, Kiev Investment
Group, Japan Tobacco International (JTI), Shell
 HIGH VISIBILITY & MEDIA-EVENTS – Citigroup, VOLIA-Cable, Sokrat Investment Group, VTB Group,
Foundation for Effective Governance, INTERPIPE, Telenor Group
 MANAGEMENT CONSULTING & TRAINING – Universal Bank, Metinvest Holding, DTEK, ESTA
Holding, Universalna Insurance Company, Atoll Holding, Troika Dialog, DTEK, Shell, JTI
 CRISIS COMMUNICATIONS – DTEK, Metinvest Holding, Azovstal, Foundation for Effective
Governance, VEGA Telecom, Telenor Group, Volia-Cable, Delta Bank, Septodont
 SPEECH WRITING – VEGA Telecom, VTB, Sokrat Investment Group, ESTA Holding, DTEK, Metinvest,
Shell, Telenor
9

MANAGEMENT TEAM – CONSULTING,
NEW MEDIA, INDUSTRIAL AND MEDIA ANALYTICS
Mikhail Golub,
Director
Education
 The National University of "Kyiv-Mohyla Academy”. Major in Law. Minor in Political Science.
 Queen Mary University of London. Master of Laws.
Experience
 Since 2002 – Chief Editor and Managing Partner of www.marketing-mix.com.ua top-ranking business
portal (marketing, management, communications)
 Television Journalist with BBC Russia – www.bbcrussian.com
 Foundation for Effective Governance Communications Director (April-August 2007)
Selected Projects
 COMMUNICATION STRATEGIES: Citigroup, Universal Bank, VOLIA Cable, VEGA Telecom, Rockwool,
Azovstal, NovaPolis, Capital Trust, Ukraina TV Channel, Pafilia Property Developers, Sokrat Investment
Group, Delta Bank, Telenor, Electrolux, Shell.
 ONLINE CAMPAIGNS & TEXTS: Metinvest Holding, Azovstal, SCM Rating of Higher Educational
Institutions Project, Bosco Sport.
 TEXTWRITING & EDITING: INTERPIPE corporate magazine, Foundation for the Development of
Ukraine (Stop Tuberculosis Program) Annual Report, SCM Annual Report 2008-09, Metinvest CSR Report
2008.
1

PROJECT TEAM – CLIENT SERVICE, LARGE-SCALE AND MEDIA
EVENTS
Galina Tretyak,
Senior Client Manager
Education
 Kyiv National Economic University. Major in Investment Banking.
Experience
 Developing and implementing PR campaigns and special projects
 Work with mass media (TV channels and press)
 Organizing round tables and other discussion groups to deliver brand messages
 Organizing and implementing CSR (sponsorship and charity) projects
 Cooperation with Government authorities (State Auto Inspection, Education and Science Ministry, etc.)
 Developing and presenting proposals for potential Clients (Ukrainian and international companies)
Selected Projects
 The analytical work in the framework of the reputation audit: KazMunaiGas, Metinvest, DTEK, Nadra
Bank, Ukraina TV Channel, IFG Sokrat, Rockwool
 Project management and participation in the preparation of corporate presentations and company
reports: Kraft Foods Ukraine, Capital Trust Securities, IFG Sokrat
 Media events for Shell, Telenor Group in Ukraine, Ukrainian Exchange, IFG Sokrat, Citi
 INTERPIPE – We Are Together! Corporate celebration of Metallurg Day (5000 people)
 DTEK press-tour ‘Non-X files’ press-tour and media management
 Foundation for Effective Governance launch event management (the founder RL Akhmetov)
 VTB Ukraine head office grand-opening and VIP reception opening event management
 National Social Program "European Avtokultura” for Eurocar Company (TM Skoda)
 Gillette Support Wave (12 cities of Ukraine)
 Nokia - Quest Press Version; Molodist Film Festival Joint Project ; 5th Anniversary of M1 TV channel –
Nokia 5300 Sponsorship
1

PROJECT TEAM – CLIENT SERVICE, Research Products
Natalia Burenina,
Client Manager
Education
 Ukrainian Finance & Economy institute. Major in Marketing.
Experience
 Corporate communication strategies for finance, banking, social, and industrial sectors of
Ukrainian and international markets
 Market research executing and oversight (including M&P Ukraine launch)
 Development and implementation of marketing and advertising strategies
 Cooperation with government agencies, regulatory bodies, and industry associations
(Cabinet of Ministers of Ukraine, Ministry of Education, Ministry of Economy, State
Commission for Financial Services, League of Insurance Organizations of Ukraine, National
Consumer Union, etc.)
Selected projects:
 SCM Group annual reports 2007-2011 writing and design project management
 The analytical work in the framework of the reputation audit: Metinvest, DTEK, Nadra Bank,
Kraft Foods, SCM
 INTERPIPE corporate magazine text writing management
 Hewlett Packard media relations (CIS region)
 VIP-events dedicated to the celebration of the 100th anniversary of Oreanda hotel (Yalta),
Premier Hotels Network .
 Foundation for the Development of Ukraine – annual report writing and design project
management
 Universal Bank launch in the Ukrainian market
 Yupiter Insurance Company launch in Ukraine (Vienna Insurance Group)
 Siemens Science to Business social investment initiative launch reception and forum
1

TLFRD Ukraine
52, Chervonoarmiiska Str., of. 26,
Kiev, Ukraine, 03150
+380 44 232 32 88
reception@tlfrd.com
www.tlfrd.com

TLFRD Ukraine, Portfolio (Eng)

Recommended

Recommended

More Related Content

What's hot

What's hot (7)

Similar to TLFRD Ukraine, Portfolio (Eng)

Similar to TLFRD Ukraine, Portfolio (Eng) (20)

More from Mykhailo Golub

More from Mykhailo Golub (7)

Recently uploaded

Recently uploaded (20)

TLFRD Ukraine, Portfolio (Eng)