01.08.2025
In modern business, where trust is a key asset, disjointed PR, marketing, and GR efforts can not only reduce effectiveness but also cause reputational damage. It’s a different matter when these three areas work as a single, coordinated mechanism. Maksym Bielawski, Vice President of Energy Club, spoke about how to integrate communication functions to create a unified brand voice during his lecture “Integration” as part of the “Communications and Interaction in Energy” course.
The expert, who has 14 years of experience in communications at key energy institutions in Ukraine, including Ukrtransgaz, Naftogaz, and the Ministry of Energy, emphasized the importance of aligning all communication efforts to achieve long-term business goals.
“When we talk about modern communications, they need to be organized in coordination and harmony across three areas: Public Relations, Marketing, and GR. I don’t see any other format of work,” noted Maksym Bielawski.
According to the speaker, the main advantage of a coordinated strategy is the strengthening of the brand and the creation of its “single voice.” He gave an example: if marketing promises “green” products while GR lobbies against environmental regulations, it will inevitably lead to a reputational scandal and a loss of trust.
Among other benefits of integration are:
Maksym Bielawski illustrated the theory with a powerful case from his practice at Ukrtransgaz. During the period when Russian propaganda was actively accusing Ukraine of stealing transit gas, the key goal of the PR department became maintaining the trust of European partners and blocking enemy propaganda.
“At one time, while working as the head of the PR department at a company like Ukrtransgaz, I took the following goal as a basis: trust means the loading of the gas transmission system,” the expert shared.
The solution was to create an open “counter” on the company’s website—an operational daily balance that showed in real-time the volumes of gas entering the GTS of Ukraine and being exported to the EU. This simple PR tool completely refuted the baseless accusations and demonstrated how reputation management directly impacts business stability and international relations.
The lecture gave participants a clear understanding that integrating communications is not just a trendy term, but a fundamental approach that allows for the transformation of communication activities into real business results, strengthening reputation and building long-term trust with all stakeholder groups.
About the course: The course “Communications and Interaction in Energy: Strategies for PR, Marketing, GR and Lobbying in Ukraine” from Energy Club is designed to enhance the communication capabilities of companies, promote their competitiveness, and support the sustainable development of Ukraine’s energy sector.
