05.02.2026
Energy Club launches the second intake of the training course “Communications and Interaction in Energy: Strategies for PR, Marketing, GR, and Lobbying in Ukraine” (2.0). The updated program is designed for specialists working with reputation, international partners, and the regulatory environment under the challenging conditions of the energy sector’s transformation.
The course has become even more practical, addressing the challenges of 2025: deepening European integration, competition for international resources, security risks, and the need for systemic communication with key stakeholders.
One of the course lecturers is Yaroslav Demchenkov — Advisor to the Chairman of the Board of Oschadbank on international issues and former Deputy Minister of Energy of Ukraine for European Integration. Within the course, he covers the topic of International GR: interacting with the EU, international financial institutions (IFIs), and industry organizations, emphasizing how Ukrainian companies can build long-term international partnerships.
In an interview with the Energy Club media department, Yaroslav Demchenkov shared his vision of why international GR for Ukrainian energy today goes far beyond formal contacts and public statements. He discussed where the trust of international partners truly begins, which lessons from integration into ENTSO-E are still underestimated by communicators, and which mistakes can nullify even the most promising international agreements. Insights on a systemic approach to international interaction, the role of facts instead of declarations, and GR that works for results — in a conversation with one of the leading lecturers of the 2.0 course.
— Mr. Yaroslav, during the previous communications course, you emphasized that effective GR starts with a clear awareness of the “WHY.” Regarding the international level — interaction with the EU, IFIs, and international organizations — what is the main “WHY” for Ukrainian energy companies today? What motivates them in international interaction?
— The most powerful motivation for Ukrainian energy companies remains maintaining the stable operation of the energy system under daily attacks. The issue is not only restoring damaged infrastructure but also gradually transitioning to a modern energy model. Reconstruction processes create real conditions for structural changes; therefore, it is important not to stop but simultaneously promote sector reform, deepen European integration, and strengthen strategic partnerships.
Understanding the key role of energy today is obvious even to children. It is not just one of the sectors but the foundation for the economy, security, and sustainable development. Restoring resilience allows for guaranteed energy supply for the entire country and opens opportunities for full participation in Europe’s common energy space.
— You have unique experience participating in the integration of the Ukrainian power system into ENTSO-E. What key lessons from this process, in your opinion, are still underestimated by communicators and GR specialists in energy?
— The decision to synchronize Ukraine’s power system with the continental European grid (ENTSO-E) did not arise suddenly. It was the result of long-term daily work. The decisive factors were not formal statements but constant interaction, timely and accurate answers, reliable technical information, and readiness to respond promptly to every request. Partners assessed not only the content of the documents but also the approach to cooperation. The Ministry of Energy and Ukrenergo, the main parties in the negotiations, did not try to sugarcoat the situation or create illusions. They clearly explained that disconnecting from Russia was safety-related in nature, not just political symbolism.
The resilience of the Ukrainian system, compliance with EU technical standards, and consistency in actions built trust. GR specialists should involve technical experts from the beginning, avoid generalizations, and build arguments on verified facts. Communication that works starts long before meetings and continues much longer after them.
— In 2025, the international context for Ukraine has become significantly more complex: deepening European integration, security risks, competition for funding. Which mistakes damage international GR the most?
— One of the most common mistakes is that GR is reduced to participation in events. Conferences, memorandums, and official publications are often perceived as the end of the process. Attention quickly shifts to other topics, and the initiated interaction disappears from view. Consistency is lost, and with it, trust.
Another common mistake concerns a poor understanding of partners’ logic. Requests are formulated without considering procedures, calendar frameworks, political realities, or internal hierarchies of decisions. Sometimes companies ignore cultural communication specifics or exhibit excessive expectations. Also, there is often a lack of systemic support after the first contact. If no responsible person is identified, no agreements are recorded, and no next steps are planned, the connection is gradually lost. Externally, a contact may look active, but in reality, it leads to no action.
— In the 2.0 course, you will speak about international GR as a system, not just a set of contacts. Which practical tools or approaches will participants be able to apply in their work immediately after your lecture?
— Participants of the new course will be able to work with GR as a living process rather than a set of formalities. They will receive several practical tips on how to formulate their own GR strategy, build effective international communications — for example, how to prepare for a conversation and how not to lose a partner after negotiations. And most importantly — how to avoid “empty” memorandums. GR works only when action follows words. The course is not about theory but about tools that you can test on your current project the very next day.
The second intake of the Energy Club course “Communications and Interaction in Energy” (2.0) is an opportunity for PR, marketing, and GR specialists not only to systematize their experience but also to obtain practical tools for working in conditions of constant change. The insights shared by Yaroslav Demchenkov confirm once again: effective communication in energy today is about trust, consistency, and actions that have long-term results. The updated program of the course is built on this very approach, oriented towards the real challenges of the industry and the needs of professionals.
