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.
After a successful pilot launch and high marks from graduates of the first batch, Energy Club announces the launch of the second stream in January 2026.
We’re not just repeating the program — we’ve improved it. Based on real-world feedback from industry professionals, the course structure has become even more application-oriented. The updated program takes into account the latest challenges of 2025: deepening European integration, decentralization of generation, and communication in the face of security risks.
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 Overview sector | 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 Utilities of Ukraine, the Ministry of Energy, the State Agency for Energy Efficiency, the influence of EU directives. | Get oriented in 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. | |
| 1.5 Evolution of energy communications: experience ministerial crises and strategy formation | Analysis of key stages in the development of the industry: from the “gas wars” to the first Energy Strategy. Communication lessons in large government structures. | Understand the historical context of the industry for strategic decision-making. | |
| 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 disruptions, 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 | Features of building effective communication in the “business to business” segment, strategies for interaction with corporate clients and partners. | Communicate effectively in the B2B market. | |
| 2.5 B2B marketing: new approaches | Updating B2B communication tools. Specifics of marketing energy products. | Master modern marketing tools for the business segment. | |
| 2.6 Digital communications and inclusive content | Promotion channels (SMM, SEO), storytelling and creation of gender-sensitive and accessible content. | Use digital channels and create accessible content. | |
| 2.7 Effective messages: how not to get lost in the information noise | Formulating key messages, adapting complex topics, working with the audience’s attention. | Creating clear, memorable messages. | |
| 2.8 The Power of Authenticity: The Image of a Top Manager | Why Artificial Images Don’t Work; interview preparation and trust. | Reveal the authenticity of the leader and build trust. | |
| 2.9 Effective networking | Principles of building and maintaining professional relationships, networking tools to achieve communication and business goals | Build an effective professional network. | |
| 2.10. Managing extensive communications: a case of coordination of regional energy companies. | Methodology for synchronizing the information policy of several companies. Features of work in the electricity distribution sector (EDS). | Master the skills of coordinating large infrastructure assets. | |
| 2.11. Personal brand of a manager in the energy sector | Personal brand of a B2B leader and its impact on sales, reputation and capitalization of the company. LinkedIn as an effective tool for building such a brand | Learn how to build a personal brand for a leader so that it brings maximum benefit to the business and does not take up much time. | |
| Module 3: GR and Lobbying | 3.1 GR Fundamentals | 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 framework in Ukraine and the EU, ethical advocacy. | Conduct transparent lobbying. | |
| 3.4 Monitoring legislation | Analysis of draft laws, early warning systems. | Monitor regulatory changes. | |
| 3.5 Coalitions | Work with associations, create coalitions. | Form partnerships. | |
| 3.6 International GR | Interaction with the EU, IFOs, international organizations. | Work internationally. | |
| Module 4: Integrated Communications | 4.1 Communication strategy | Systematic communications planning, interaction of business goals with communication tasks. | Ensure coordinated, managed and effective communications to achieve strategic goals. |
| 4.2 Communications strategy: how to create one that doesn’t stay on paper | Analysis of planning errors, implementation barriers and real lessons from implementing strategies. | Develop effective strategies integrated into the business. | |
| 4.3 Project support | Communication of infrastructure and renewable energy projects. | Support large projects. | |
| 4.4 Visual trends in the global energy industry | Overview of the visual style and positioning of the world’s largest energy companies. | Analyze the global visual standards. | |
| 4.5 Using AI for communications | Practical tools and cases of artificial intelligence in the work of PR departments. | Use AI tools to optimize work. | |
| 4.6 Future Trends | Decarbonization, digitalization, hydrogen and strategy for the future. | Navigating in global industry transformations. |
Anton Kovalyshyn
Director of Communications, Biosphere Corporation
25 years of experience in communications. 17 years in the energy sector, including at DTEK, DTEK ESCO, D.Solutions,and JSC EKU. He was involved in communications support for investment and energy projects at Raiffeisen Bank. Expert in crisis communications, GR, business transformation support, energy startup launches, energy efficiency, and electromobility. Author of the Yasno brand name.
Yaryna Skorokhod
Strategic Communications and GR DTEK
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.
Natalia Korobenko
Regulatory Affairs Manager, Elementum Energy (Ukraine)
Artem Petrenko
executive Director of the Association of Gas Producers of Ukraine
Expert on energy issues, particularly in the gas production sector. He has been working for 10 years at the Association of Gas Producers of Ukraine, the largest association of state-owned and privately owned gas production companies. A lawyer by profession, he graduated from Taras Shevchenko National University of Kyiv with a master's degree in law. He was directly involved in the development of a number of important legislative initiatives for the development of the gas production industry and subsoil use in Ukraine.
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.
Yaroslav Demchenkov
Head of International Programs and Projects, Advisor to the Chairman of the Board of Oschadbank JSC, Senior Strategic Advisor at HD Hyundai (South Korea), Deputy Minister of Energy of Ukraine (2020–2024)
Has over 25 years of experience in public administration, international organizations, and the financial sector. In 2020–2024, he served as Deputy Minister of Energy of Ukraine for European Integration, responsible for the synchronization of Ukraine's energy markets with European ones, international cooperation, energy security, and green transformation. He was one of the initiators of the creation of the Energy Support Fund of Ukraine, coordinated the connection of the energy system to ENTSO-E, coordinated Ukraine's associate membership in the International Energy Agency, and represented the state in negotiations with the EU, the US, and international financial organizations. Prior to that, he worked for the UN (UNDP, UNOPS) and the World Bank, where he managed projects in the field of energy and sustainable market development. He has extensive experience in senior positions in Ukrainian government bodies, including the Secretariat of the Cabinet of Ministers, the Office of the President, and the Ministry of Economy of Ukraine.
Oleksii Hnatenko
Partner, Dispute Resolution Practice, Juscutum
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.
Olena Karpachova
journalist at Energy Club, member of the NUJU (National Union of Journalists of Ukraine)
Olena Karpachova is a journalist at Energy Club, a member of the National Union of Journalists of Ukraine, a laureate of the A. Kokhan Local History Award, founder of the media portal "Zamitka," and literary editor at "Pantheon. Literature and Art publishing house". She has 25 years of experience in journalism. Throughout her career, she has worked as a managing editor and correspondent at a TV channel, head of the letters department, deputy editor-in-chief at print periodicals, and artistic director of a Palace of Culture. She is the author of a musical featuring professional vocalists. Her areas of expertise include journalism and editorial work, scriptwriting and original projects, cultural event organization, media content production, public speaking, and communications.
Katerina Braga
Marketing Expert, business consultant on B2B communications. Founder of Marketing Agency “Digital Energy” (Vienna, Austria)
Katerina is the founder of the marketing agency Digital Energy, helping energy companies across Europe build effective B2B marketing strategies and stronger client communications. She has over 15 years of experience in the Ukrainian energy sector, including 10 years at DTEK and 5 years at Ukrtransgaz (operates the largest underground gas storage facilities in Europe). She led corporate and marketing communications at Ukrtransgaz when the company was actively entering international markets, attracting over 100 major non-resident clients and expanding its service portfolio. Her professional expertise is supported by a Diploma in Professional Marketing from the Oxford College of Marketing (2025). Katerina has strong experience in corporate, marketing, internal and crisis communications, as well as in building communication strategies for complex, regulated industries in the EU.
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
