02.09.2025
Any communication should begin with a conscious “why,” because successful interaction with partners is based not only on technical agreements but, above all, on a deep understanding of values and mutual trust.
This was emphasized by Yaroslav Demchenkov, head of international projects and programs at Oschadbank and former Deputy Minister of Energy of Ukraine, during his lecture at the Energy Club professional course “Communications and Interaction in Energy: Strategies for PR, Marketing, GR, and Lobbying in Ukraine.”
The lecture was not only a masterclass in international GR but also a source of inspiration for participants preparing to shape Ukraine’s new energy diplomacy. It proved that strategic communication is not about technique but about trust, not about agreements but about influence, not about institutions but about people.
All the methods, case studies, and advice offered to the course participants are based on the lecturer’s personal experience.
— What are your impressions of the course “Communications and Interaction in Energy: Strategies for PR, Marketing, GR, and Lobbying in Ukraine” and the audience?
— The course is extremely relevant, and I thank the Energy Club for the initiative. Today, Ukrainian energy is simultaneously undergoing stages of recovery, transformation, and integration into the EU. This requires not only technical solutions but also new approaches to communication. Specialists must be able to explain complex processes, build trust, and advocate for national interests at the international level. The Energy Club has created a platform where practitioners can share their experience and prepare a new generation of professionals.
The audience was very strong and motivated. I saw not just specialists but leaders who think strategically and are ready for new challenges. The questions were deep and practical, which indicates a high level of involvement and understanding of the material.
— Your lecture emphasized the “Why?” principle. Using the ENTSO-E integration as an example, how did a deep understanding of the common mission help overcome the skepticism of international partners at the most critical moment, and how can course participants apply this approach in their work?
— At the beginning of the full-scale invasion, many partners doubted that synchronization with ENTSO-E was possible amid chaos and uncertainty. But our “why” was extremely powerful. We were not just technically disconnecting from the networks of Russia and Belarus; we were making a civilizational choice. Our “why” was independence from the aggressor. Morally, mentally, historically, we cannot postpone our European energy integration.
When we communicated this not as a technical task but as a part of our struggle for freedom, our partners began to perceive the situation differently. They saw not just risks but our resilience and readiness to fight. This approach, where values and mission come first, is universal. Any course participant, when starting a project or negotiations, should first ask themselves: “What is our deep motivation? What values do we stand for?” This creates a foundation of trust that is much stronger than any technical argument.
— You stressed that international GR is primarily about trust and people, not institutions. What is the main lesson about building personal, trusting relationships in the international arena that you hope the participants took from your speech, and why is this “soft power” often decisive?
— The main lesson is that people trust people, not positions or institutions. A signed memorandum can remain on paper if there is no personal trust between the parties. My experience shows that the most important decisions are often made during informal conversations in the corridors, not at official meetings.
“Soft power” is the ability to achieve goals through persuasion and the appeal of one’s values, rather than through coercion. In international GR, this means building a reputation as a reliable partner, being honest even when it’s difficult, and always fulfilling your promises. For the course participants, I hope the main insight was that every meeting, every conversation, is an investment in this reputational capital. This is a “long game” that requires patience and consistency.
— You presented the “3A” method: Analysis → Alliances → Advocacy. In your opinion, how effectively do Ukrainian energy companies currently use the “Alliances” stage, and what role do courses like this play in forming a community capable of creating powerful international coalitions?
— The “Alliances” stage is often the weakest link. We have learned to analyze and advocate for our positions, but we are not always effective at building broad, sustainable coalitions. For example, when we were working on gaining associate membership in the International Energy Agency, our success was largely due to a powerful alliance with our Polish colleagues. We acted as a united front, which significantly strengthened our position.
Courses like this play a key role in building such alliances. Here, specialists from different companies—even competitors—get to know each other, learn a common language, and understand shared challenges. This is where the foundation for future professional communities and effective coalitions is laid. The course is not just about knowledge; it’s about networking and forming a circle of trust.
— What is the single most important piece of advice you would give to a Ukrainian energy company that wants to enter the international level and start working systematically with the EU and IFIs, based on the knowledge gained in this course?
— Start with your “why” and a short story. Two phrases of a value proposition, one verifiable case study with numbers, and one concrete next step with a date. This combination of mission plus evidence plus a step creates trust and opens the way to long-term partnerships.
About the lecturer
Yaroslav Demchenkov, Master of International Law, is the Head of International Programs and Projects and Advisor to the Chairman of the Board of JSC “Oschadbank”. He has over 25 years of experience in public administration, international organizations, and the financial sector. From 2020–2024, he served as the Deputy Minister of Energy of Ukraine, responsible for European integration, international cooperation, energy security, and the green transition.
He was a co-initiator of the Ukraine Energy Support Fund, participated in the political dialogue on the synchronization of the Ukrainian power system with ENTSO-E, coordinated the acquisition of associate member status in the International Energy Agency, ensured the state’s representation in the Energy Community, and chaired Ukraine’s presidency of the organization in 2022. He also represented Ukraine in negotiations with the EU, the US, and international financial institutions.
Before his work at the Ministry of Energy, he headed the representative office of a Ukrainian NGO in Washington, D.C., was a program manager at the Eurasia Foundation, and worked in the Secretariat of the Cabinet of Ministers of Ukraine.
