26.05.2025
In June, the online course “Communications and Interaction in Energy: Strategies for PR, Marketing, GR and Lobbying in Ukraine” will start, offered by Energy Club – Ukraine’s largest business community of energy companies. This course is specifically designed for PR, marketing, GR and lobbying professionals working in Energy Club member companies, aimed at enhancing their professional competency and providing knowledge and tools for effective work in Ukraine’s dynamic energy sector.
Ukraine’s energy sector is undergoing unprecedented transformation, including infrastructure restoration damaged by war, integration into European energy markets (ENTSO-E, EU directives), and transition to sustainable development through decarbonization and energy efficiency. Under these conditions, effective communications are key to managing company reputation, strengthening stakeholder trust (government, communities, investors, media), and supporting business goals in a highly regulated environment. The course offers an integrated approach, combining PR, marketing, GR and lobbying to create synergistic strategies that promote company success.
The course will last 12 weeks and consists of four modules covering fundamental knowledge, practical skills, and analysis of future trends. Classes will include 1-2 sessions per week (60-90 minutes) with interactive discussions after each topic.
You will gain deep understanding of market structure, key players, regulatory environment, stakeholder interaction specifics, and public opinion analysis in the energy sector.
You will learn to build reputation, effectively interact with media, develop crisis communication plans, implement ESG strategies, create B2B and B2C marketing campaigns, use digital tools, master new forms and communication channels, and develop content strategies for complex energy topics.
You will master GR fundamentals, tools for building relationships with government, ethical lobbying principles, legislative monitoring methods and coalition formation strategies, as well as international GR specifics.
You will learn how to align PR, marketing and GR to create a unified effective strategy, analyze communication campaign results, support large energy projects, and adapt your strategies to future industry trends (decarbonization, digitalization, etc.).
After completing the course, participants will be able to:
Course lecturers will be leading expert-practitioners and recognized leaders in the energy and communications industries. Among them:
Yurii Boyko – Advisor to the Prime Minister of Ukraine, Member of the Supervisory Board of Ukrenergo, Acting Minister of Energy of Ukraine (2020). Will cover overview of the energy sector of Ukraine: market structure, key players, challenges (war, European integration, liberalization).
Olga Babii – Advisor to the Head of the National Security and Defense Council of Ukraine, member of the NEURC (2019-2024). Will explain the regulatory environment in the energy sector: role of NEURC, Ministry of Energy, State Agency for Energy Efficiency, impact of EU directives.
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. Will conduct sessions on stakeholder map in the energy sector, crisis communications in the energy sector, ESG communications and sustainable development, and communication support for innovation and infrastructure projects.
Olena Postelniak – Head of Energy Club media department. Will conduct the course introduction and participant introductions. Will also share expertise in content strategy: storytelling, infographics, video for explaining complex topics.
Kateryna Ivanus – Founder of the agency Kateryna Ivanus PR&media consulting. Will cover public opinion and energy, reputation management and media relations, as well as future trends and their impact on communications (decarbonization, digitalization, hydrogen, AI).
Maksym Bielawski – Vice President of Energy Club, Director for Integrated Communications at Naftogaz of Ukraine (May-December 2021). Will teach marketing of energy products and services (B2B/B2C strategies, positioning, renewable energy and energy efficiency marketing), integration of PR, marketing, GR and lobbying, and use of data and analytics (media monitoring, KPIs, campaign optimization).
Nadiia Biliavtseva – Marketing Director of Vector VS. Will focus on digital marketing and SMM: SMM, SEO, content marketing, online reputation management.
Maksym Asauliak – Energy Communications Expert, Head of Department at the Energy Company of Ukraine. Will cover “How to make your message heard? Forms that amplify content.”
Valerii Bezus – Vice President of Energy Club, Head of the State Agency for Energy Efficiency (2021-2023). Will introduce basics of Government Relations (GR) in the Energy Sector: building relationships with government, ethical principles, GR planning.
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. Will cover tools for interaction with authorities and building coalitions and working with associations.
Anastasia Zernova – Legal professional with over 18 years of international experience. Will teach lobbying in energy: Ukraine and the EU (legal frameworks in Ukraine and EU, ethical advocacy) and analysis and monitoring of legislative initiatives (bill analysis, early warning systems).
Yaroslav Demchenkov – Head of International Programs and Projects – Advisor to the Chairman of the Board of Oschadbank, Deputy Minister of Energy of Ukraine (May 2020 – May 2024). Will introduce international GR: interaction with EU, IFIs, international organizations.
Training in the course for representatives of Energy Club member companies is FREE! This is an exclusive opportunity to upgrade your specialists’ qualifications and strengthen your company’s communication capabilities, which will promote its competitiveness and support sustainable development of Ukraine’s energy sector.
To support professional development, an alumni community will be created – a closed LinkedIn group. Its purpose is experience sharing, challenge discussions, and best practice dissemination, which will promote strengthened cooperation between Energy Club members and access to industry resources.
➡️ Detailed course information, full program and registration form are available here.
