04.09.2025
Without effective communication, it is impossible to implement large-scale projects, attract financing, or overcome barriers. This was emphasized by Energy Club Vice President Maksym Bielawski—an expert with over 14 years of experience in communications at key Ukrainian energy institutions, including Ukrtransgaz, Naftogaz, and the Ministry of Energy—during the “Communications and Interaction in Energy” course.
In modern communications, success is determined not by the number of publications, but by the ability to make data-driven decisions. Systematic media monitoring, clear KPIs, and continuous campaign optimization are the three pillars that support an effective strategy. And effective work and a reliably high reputation for a company are possible only when PR, marketing, and GR work as a single, coordinated mechanism.
Maksym Bielawski told the course participants how to integrate communication functions to create a unified brand voice, measure results, react to trends, and prove the value of communications for business.
Maksym shared his impressions of the Energy Club’s educational project in an interview.
— Mr. Bielawski, thank you for your significant contribution to our course. In your opinion, why is this educational program from Energy Club important for the Ukrainian energy sector today, and what strategic value does it hold?
— Educational programs from Energy Club are a systematic policy of our association for the development of the Ukrainian energy sector, as they form a platform for the exchange of knowledge, best practices, and innovative approaches. The idea for such educational programs was born back in 2019, when, together with Energy Club President Andriy Kistrytsia and the team of vice presidents, we were creating the first draft of the development strategy aimed at strengthening the professional community in the industry.
Today, when Ukraine’s energy sector faces unprecedented challenges—from a full-scale war to the need for rapid adaptation to European standards—such initiatives help specialists not only to master new tools but also to form a strategic vision. One of the key goals of the communications course was to demonstrate that most challenges or problems in the energy sector are solved through flexible and effective communications, which allow for the unification of stakeholder efforts and the finding of optimal solutions in the interests of Ukraine’s energy security. In my conviction, educational programs and courses are always a noble endeavor, as they contribute to raising the overall level of training and culture, creating a solid foundation for the progress of our industry.
— Your lectures covered a whole strategic block—marketing, communications integration, and analytics. In your opinion, why is such a comprehensive approach critically important for energy companies, and how does it help to move from separate actions to a single, powerful strategy that impacts business results?
— The participants are better equipped to speak about the value of the lectures. For my part, I can say that in preparing for the meetings with them, I tried to demonstrate a helicopter view and provide an arsenal of tools for practical work. I believe that a comprehensive approach that combines marketing, integrated communications, and analytics is critically important, as the energy sector is not just about technology, but a complex ecosystem of relationships with customers, partners, investors, and society. Without the integration of these elements, companies risk remaining in isolation, losing opportunities for growth. For example, marketing allows for the effective positioning of a company in the market, communications ensure trust and transparency, and analytics enable informed, data-driven decisions. Together, they create a synergy that transforms disparate actions into a unified strategy that increases competitiveness and contributes to achieving business goals, such as attracting investment or expanding market presence.
— What were your impressions of the course audience? What key practical insight—perhaps based on your case studies—do you hope the participants took away from your presentations to apply in their work?
— The course audience impressed me with their engagement—from young specialists to experienced managers, they all sought to acquire practical tools for their work. I was inspired by their readiness for change and their desire to apply modern approaches in the energy sector. One of the key insights I hope they took away is the importance of using data-driven approaches in communications. For example, in one of my case studies, we analyzed how a targeted communication campaign, built on consumer data, allowed an energy company to increase customer loyalty by 20%. I want the participants to understand that analytics are not just numbers, but a tool for creating value and building trust. This is the so-called situational awareness, which is fundamental for effective communications.
— What are the main challenges in marketing and analytics that the Ukrainian energy business will face in the future, and why is continuous learning, such as this course, an absolute necessity for industry specialists?
— In the future, the Ukrainian energy business will face several key challenges. First, there is the need to adapt to global trends, such as decarbonization and the transition to renewable energy sources, which requires new marketing strategies to attract investors and consumers. Second, growing market competition forces companies to invest in analytics for precise audience segmentation and personalized offers. Third, the full-scale war and economic instability complicate communication, making public trust critically important. Communication is extremely important in the current and future paradigm of the functioning of all sectors of the energy industry, as it ensures not only effective interaction with stakeholders but also helps to form a positive image of the industry at the national and international levels. During a full-scale aggression, it is extremely important to maintain information hygiene and counter enemy propaganda to protect the information space around energy infrastructure from disinformation and to maintain public trust. Continuous learning, like this course, is an absolute necessity because it allows specialists to stay at the forefront of change, master new tools like AI or big data, and build strategies that meet modern challenges. Personally, for example, I take strategic communications courses at leading EU training centers at least once a year to stay up-to-date with the latest approaches and practices. I am convinced that continuous learning allows not only to keep up with the times but also to create real business results. From a state-building perspective, the development of the energy industry’s human resources is a strategic investment in the national security and independence of Ukraine. This involves creating a system for training highly qualified specialists who are capable not only of managing technical processes but also of effectively communicating with society, countering information threats, and promoting Ukraine’s integration into the European energy space. In fact, every educational course from the Energy Club team is dedicated to this noble goal, for which I want to thank my colleagues for their inspiration and first-class teamwork. I think our cohesion is an example for all others.
— Is there anything else important about this course or about the development of integrated, data-driven communications in the energy sector that you would like to add?
— The Energy Club course is not just about knowledge, but about creating a culture of innovation in the energy sector. This course is unique because it brought together leading specialists with practical experience in communications in the energy industry for the first time, which allowed for the creation of a synergy of knowledge and practical approaches. The culture of communications is a supporting force for the energy industry, as it ensures not only effective interaction among all sector participants but also builds public trust, which is critically important in times of crisis and transformation. I especially want to emphasize the importance of data-driven communications. In the modern world, where information is one of the key assets, energy companies must learn to use data not only for technical solutions but also for building effective communication strategies. For example, analyzing consumer behavioral trends allows for the creation of campaigns that not only inform but also form a positive attitude toward the company. In addition, I am convinced that the same course has the right to exist in an English-language format for European companies, as the challenges in the energy sector are global in nature. I think this idea can be easily implemented in the near future, which will promote the exchange of experience between Ukraine and Europe and strengthen the position of Ukrainian energy on the international stage. I believe that initiatives like this course will become a catalyst for supporting the sustainability of Ukraine’s energy sector, making it more open, innovative, and resilient.
