28.08.2025
During the “Communications and Interaction in Energy: Strategies for PR, Marketing, GR and Lobbying in Ukraine” training course from the Energy Club, leading experts shared their knowledge and tools with the audience for establishing effective work in the dynamic energy sector of Ukraine.
Maksym Asauliak, a communications expert in the energy sector and head of the department at JSC “Energy Company of Ukraine” (ECU), who has built the reputation and brand of key private and state energy companies in Ukraine, explained how to deliver messages effectively and stand out from the crowd.
In the context of overwhelming information noise and growing competition in the energy market, the task of a communicator is not just to speak, but to be heard and understood. What needs to be done to make your message heard? During his lecture, Maksym explored this important topic and shared unique case studies. The audience was delighted. But what were the lecturer’s own impressions of the course?
Maksym Asauliak shared this in an interview with the Energy Club’s media department.
— The Energy Club’s course on communications in the energy sector is very timely, – Maksym emphasized. – Today, Ukrainian energy is simultaneously undergoing stages of recovery and transformation. And with this, new relationships are being built with stakeholders and target audiences. Many questions arise that require clarification and discussion.
In addition, many new players are entering the market – from international holdings to local companies. This intensifies competition in various segments and at the same time strengthens the fight for the attention of customers, partners, authorities and potential employees (when it comes to attracting talent). In such conditions, it is important for companies (and other communicators) to be able to be visible, to deliver their messages clearly, loudly and convincingly. This, in turn, creates a need for specialists in corporate and marketing communications – those who not only understand the complex energy topic, but also possess modern communication tools. The Energy Club course with its rich program can become a platform for both training new specialists and for the professional development of those who are already working in the field.
— Mr. Asauliak, if we delve into the topic of the lecture, what key insights and examples did you share with the audience?
— My lecture was about how to deliver messages in today’s high-competition and information-noise environment so that they are not only heard, but also received. And not just received – but that they become an impetus for action: buying your product or service, choosing your company as an employer, or support in a crisis situation.
I have singled out three main [principles for] the successful formation and delivery of a message:
First of all, you need to clearly define what exactly we are saying and for what purpose. The message should come from the company’s strategy and its business goals. But communication is always a two-way process. So, when formulating a message, it is also necessary to take into account the needs and interests of the target audience. Because it is not uncommon for a message to fail to achieve its goal because it is not adapted to the context, mood or expectations of the addressee.
2. Consistency: hitting the same spot
When the message is formed, it needs to be incorporated into almost every communication. It is not always necessary to do this verbatim, but the essence must be the same. Not blurred by unnecessary words or additional meanings. Different company speakers, different channels – but one message. Such consistency ensures recognition, and in the long run – builds a reputation and strengthens the brand.
3. Brightness: standing out from the rest
At the same time, the distribution of the message should not turn into a routine. It is necessary to constantly look for new, non-standard forms and formats for its presentation – those that will help to increase the reach in an organic way. And therefore – reduce the cost of both time and money. In the lecture, I gave examples from Ukrainian and international experience that illustrate how non-standard approaches work – and when, on the contrary, they can be harmful.
— Let’s talk about trends in communications. What can you highlight?
— Modern companies, government agencies, and institutions need to get closer to their audiences. To this day, communications in the “complex” energy sector are often formal and distant, but for effective message delivery, it is necessary to simplify and humanize the language, to speak about complex things in an accessible way.
A striking example is the communication of Ukrenergo during the period of massive shelling. They not only clearly explained the situation, but also added a creative element – the famous “cats”. This helped not only to make the topic more understandable, but also to reduce the level of tension among people, as everyone was concerned about the outages. However, when we talk about creativity, it is important to remember the brand profile and tone of voice. Every company should have a clear understanding of how it behaves publicly and how it speaks – how formally or informally. If one day a company sounds like a serious civil servant, and the next – like a humorous blogger, it destroys the brand’s integrity. And one more thing: humor and cringe are not the same thing. If you’re not sure where the line is, it’s better not to experiment. In the lecture, I gave examples of when unsuccessful jokes or “non-standard moves” resulted in reputational losses.
— So, if the message is complex and unpopular, how can it be effectively conveyed?
— The more complex the issue, the more thorough the preparation should be. Ideally, you should study the moods of the target audiences in advance. If possible, conduct a survey or focus groups. At the same time, you need to study the topic in depth to find the biggest triggers and think through the argumentation – almost any issue has its “pros” and “cons”. Based on this, not only prepare your message, but also a Q&A – answers to possible questions. And then it is important to act proactively, to be the first to voice the topic and set the frame for its perception. Do not be afraid of a negative reaction – it will be there anyway. But if you are the first to speak out, you have a better chance of conveying your arguments and winning over at least part of the audience. The main thing is to be honest and open. And, of course, to have a clear communication plan, where each step is thought out – from the choice of channels to the speakers. Then the delivery of the message becomes a matter of technique.
