This online course is designed for PR, marketing, GR and lobbying professionals working in Energy Club member companies. The goal is to enhance participants’ professional competence by providing them with the knowledge and tools to work effectively in the dynamic energy sector of Ukraine.
Ukraine’s energy sector is undergoing a transformation that includes:
In these conditions, effective communications are key to:
The course offers an integrated approach, combining PR, marketing, GR and lobbying to create synergistic strategies that contribute to the success of companies.
The course responds to the challenges of the energy sector, such as:
Participants will be able to:
The course consists of four modules covering fundamental knowledge, practical skills and analysis of future trends.
Program Table
| Module | Topic | Description | Objectives |
| Module 1: Energy Landscape of Ukraine | 1.1 Sector Overview | Market Structure, Key Players, Challenges (War, European Integration, Liberalization). | Understand the Market and Its Dynamics. |
| 1.2 Regulatory Environment | The Role of the National Commission for the Regulation of Energy and the Energy Sector of Ukraine, Ministry of Energy, State Agency for Energy Efficiency, impact of EU directives. | Navigate regulatory processes. | |
| 1.3 Stakeholders | Analysis of government, communities, media, investors, associations; interaction strategies. | Develop strategies for interaction with stakeholders. | |
| 1.4 Public opinion | Analysis of public sentiment (tariffs, ecology), reputation management. | Communicate complex topics, minimize risks. | |
| Module 2: Strategic PR and Marketing | 2.1 Reputation and the media | Building a reputation, media relations, responding to negativity. | Managing reputation through the media. |
| 2.2 Crisis communications | Response plans for outages, accidents, cyberattacks; post-crisis recovery. | Respond effectively to crises. | |
| 2.3 ESG communications | Communication of decarbonization, energy efficiency, social projects. | Implement ESG strategies. | |
| 2.4 B2B Communications | Peculiarities of building effective communication in the “business-to-business” segment, strategies for interacting with corporate clients and partners. | Communicate effectively in the B2B market. | |
| 2.5 Marketing | B2B/B2C strategies, positioning, marketing of renewable energy and energy efficiency. | Develop marketing campaigns. | |
| 2.6 Digital marketing | SMM, SEO, content marketing, online reputation management. | Use digital channels. | |
| 2.7 Content strategy | Storytelling, infographics, videos to explain complex topics. | Create accessible content. | |
| 2.8 How to make your message heard? | Forms that enhance content. | Communication effectiveness. | |
| 2.9 Effective Networking | Principles of building and maintaining professional connections, networking tools for achieving communication and business goals. | Build an effective professional network. | |
| Module 3: GR and Lobbying | 3.1 GR basics | Building relationships with authorities, ethical principles, GR planning. | Implement GR strategies. |
| 3.2 GR tools | Inquiries, consultations, work with associations. | Use GR tools. | |
| 3.3 Lobbying | Legal frameworks in Ukraine and the EU, ethical advocacy. | Conduct transparent lobbying. | |
| 3.4 Legislative monitoring | Analysis of draft laws, early warning systems. | Track regulatory changes. | |
| 3.5 Coalitions | Working with associations, creating coalitions. | Form partnerships. | |
| 3.6 International GR | Interaction with the EU, IFOs, international organizations. | Working internationally. | |
| Module 4: Integrated Communications | 4.1 Integration | Coordination of PR, marketing, GR for a single strategy. | Develop integrated plans. |
| 4.2 Analytics | Media monitoring, KPI, optimization campaigns. | Evaluate the effectiveness of communications. | |
| 4.3 Project support | Communication of infrastructure and renewable energy projects. | Support large projects. | |
| 4.4 Future trends | Decarbonization, digitalization, hydrogen, AI. | Adapt strategies to trends. |
Maksym Bielawski
Vice President of Energy Club, Director for Integrated Communications at Naftogaz of Ukraine (May-December 2021)
Born in 1986 in the city of Zvyahel in the Zhytomyr region. Has a scientific degree of Candidate of Technical Sciences by the decision of the Specialized Academic Council of the National University "Lviv Polytechnic" in 2010. He received the qualification of a mechanical engineer in the specialty "Gas and Oil Pipelines and Gas and Oil Storage Facilities" at the Ivano-Frankivsk National Technical University of Oil and Gas. He worked for over twelve years in various positions in the oil and gas industry. In particular, he began his career in the field of operation and dispatching of main gas pipelines. Later, he headed the public relations department at JSC "Ukrtransgaz", held the positions of HR Director of PJSC "Main Gas Pipelines of Ukraine", Communications Director of the Naftogaz Group and Advisor to the Minister of Energy and Coal Industry of Ukraine. For a long time he was engaged in analytical and research work at the O. Razumkov Ukrainian Institute of Economic and Social Research. He studied strategic communications in the UK and Estonia. He was a visiting lecturer at the Nicolaus Copernicus University in Torun (Poland), the Eisenhower National Security School at the National Defense University (USA). Specialization – organization of analytical work, research and communications.
Anastasia Zernova
legal professional with over 18 years of international experience
Anastasia Zernova is a legal professional with over 18 years of international experience. She is a lawyer in Ukraine, a certified international mediator. Since 2009, Anastasia has specialized in the acquis communautaire and EU law, and has over a decade of experience as an expert in government relations and lobbying (Ukraine, EU, USA). Anastasia holds a Master of Laws, Finance and Credit, Public Administration and Mediation (LL.M.), and is a graduate of the IMF’s Building Institutions for Combating Corruption (BIFC) program. Throughout her career, Anastasia has held key leadership positions, including Vice President of the Ukrainian Association of GR Specialists and Lobbyists, Senior Partner of a law firm, and a senior position at the National Agency for the Prevention of Corruption. She played a key role in the adoption of the Law of Ukraine “On Lobbying” and led the team at the National Agency for the Prevention of Corruption on the adoption of the Law. Her work resulted in positive assessments by the European Commission and GRECO in 2024 regarding the adopted Law of Ukraine “On Lobbying”. Since 2025, she has been delegated from Ukraine to GRECO as one of the experts for the evaluation of the Sixth Round.
Kateryna Ivanus
founder of the agency Kateryna Ivanus PR&media consulting
Founder of the agency Kateryna Ivanus PR&media consulting. Graduate of the Faculty of Journalism and PR, Master of Public Management and Administration. In 2021-2023 - Advisor on Information Policy to the Head of the Zaporizhzhia Regional State (Military) Administration Over 15 years in the profession. Experience of successful cooperation with state authorities, top officials, business in Ukraine and European countries. Expert in media relations, political relations, investment relations, personal PR, international relations, anti-crisis relations
Valerii Bezus
vice President of Energy Club, Head of the State Agency for Energy Efficiency (2021-2023)
Valeriy Bezus is an experienced top manager, economist, and financier with extensive experience in both the private and public sectors. Expert in the fields of energy transformation and sustainable development, decarbonization of the economy and energy efficiency, energy and municipal infrastructure, renewable energy sources, district heating, water supply and wastewater treatment. Has a PhD in public administration, higher economic and higher legal education. He has studied investment planning, project management, and public administration in Austria and Germany. He has worked in senior positions in the private and public sectors, in local governments, and in the civil service. Head of the State Agency for Energy Efficiency and Energy Saving of Ukraine (2021-2023). He was an advisor to the Minister of Development of Communities, Territories and Infrastructure of Ukraine and Deputy Chairman of the Dnipropetrovsk Regional Council. He has the 3rd rank of civil servant. He is actively involved in public, expert and scientific and practical activities as Vice President of the Energy Club. Honorary President of the All-Ukrainian Association of Drinking Water “Borysfen”. Specialization – investment design, energy transformation, decarbonization of the economy, energy efficiency and renewable energy.
Renata Iaresko
Founder and director of the consulting and communication agency CommsTrue; business consultant on strategic communications, risk management and sustainable development; PhD in Economics; member of the ESG Liga expert council
Founder and CEO of the consulting and communication agency CommsTrue Business consultant on strategic communications, risk management and sustainable development Member of the ESG Liga Expert Council of the Association of Environmental Professionals (PAEW) On the basis of NTUU “I. Sikorsky Kyiv Polytechnic Institute” in 2016, she successfully defended her dissertation on the topic “Risk Management of Investment Projects of Energy Enterprises” and received a PhD in Economics Since 2017, she has been a certified risk manager in accordance with the international standard ISO 31000 (certified by the accredited international organization PECB) In 2020, she successfully completed the Pre-MBA program “Management and Leadership” at the MI Business School and received the corresponding diploma Certificate of successful graduation from the “School of Effective Leaders” (Epokha Training Center, 2021) 14+ years of professional experience, including 7 years in an energy company and 8+ in strategic communications.
Olga Babii
Advisor to the Head of the National Security and Defense Council of Ukraine, member of the NEURC (2019-2024)
Education Uman Agricultural Academy, specialty “Management of organizations”; Kyiv National Economic University named after Vadym Hetman, specialty “Jurisprudence”. Career: 2013-2017 - Director of the enterprise “Bilotserkivvoda”; 2015-2019 - Member of the Kyiv Regional Council; 2019-2024 - Member of the NEURC; Prior to her appointment to the NEURC, she worked as an advisor to the Minister of Community and Territorial Development of Ukraine.
Yurii Boyko
Advisor to the Prime Minister of Ukraine, Member of the Supervisory Board of Ukrenergo, Acting Minister of Energy of Ukraine (2020)
Yurii has 25 years of experience in senior positions in private and public institutions in the energy sector. He began his career in the energy sector in 1995 as an electrical engineer, later held senior positions in the industry, and at the end of 2020 he served as the Acting Minister of Energy of Ukraine. During 2020-2021, as Deputy Minister of Energy, he coordinated the activities of the Directorate of the Electricity Complex and Electricity Market Development at the Ministry of Energy. He graduated from the Kyiv Polytechnic Institute with a degree in Automatic Control of Electric Power Systems, qualification - Electrical Engineer, and the International Institute of Management with a degree in Business Administration. Yurii Boyko served as a member of the Supervisory Board of Ukrenergo in 2021-2024, and in November 2023 was elected Deputy Chairman of the Supervisory Board of NPC Ukrenergo.
Olena Postelniak
head of Energy Club media department
Olena Postelniak is a specialist with many years of experience in media and communications. Since 2016, she has headed the media department at Energy Club, where she is responsible for developing and implementing communication strategies, managing the information space, and creating content. She has extensive experience in radio and television, as well as in implementing communication projects for the public sector. She teaches courses related to journalism, communications, and media literacy. Key competencies: strategic communications, media project management, multimedia content creation, working with different types of audiences, crisis communications. Education: V. Vynnychenko Central Ukrainian State Pedagogical University, Kropyvnytskyi: Pedagogy; Linguistics; Ukrainian and Foreign Literature.
Olga Kamenets
Expert with 20 years of experience in strategic communications, GR and reform advocacy, particularly in the energy, financial and state property management sectors.
Participated in the promotion of the natural gas market reform, state property management and financial sector reforms. She headed the communications department of the largest natural gas supplier with a portfolio of more than 8 million customers and built a communications team from scratch. Participated in the creation of an association of natural gas suppliers to establish effective interaction with the authorities to promote changes in industry legislation and with international energy organizations. She headed a charitable foundation that specialized in supporting the military with energy equipment. Currently, she has joined the Reform Support Team at the Ministry of Energy, where she is responsible for coordinating humanitarian and financial assistance from international partners to restore Ukraine's energy infrastructure. Her key specialization is anti-crisis communications, building reputation and partnerships in difficult conditions.
Maksym Asauliak
Energy Communications Expert, Head of Department at the Energy Company of Ukraine
He built the reputation and brand of key private and state-owned energy companies in Ukraine. In particular, he headed the communications functions of the largest gas producers - Ukrgasvydobuvannya (Naftogaz Group) and DTEK Oil&Gas, managed DTEK Group's strategic communications, as well as special projects at Kyivenergo. His areas of expertise and interest include international, anti-crisis, internal, media and GR communications, and sustainable development. In 2021, he was included in the TOP 25 best PR specialists in Ukraine by MMR, and the projects he led have been repeatedly recognized in specialized ratings. He has a degree in journalism and started his career as a reporter and editor in business publications. Currently, Maksym is building the reputation of the state energy company, ECU, which was created from scratch at the beginning of Russia's full-scale invasion of Ukraine. In a time of war, when the country's energy security has become a national issue, the reputation of an energy company is a strategic asset that affects the ability to implement large-scale projects, receive support from the state and international organizations, and effectively interact with customers in a highly competitive environment.
To support professional development, an alumni community is being created:
Cost of the training course: 30,000 UAH.
For representatives of Energy Club member companies – FREE
