13.01.2026
Energy Club is launching the second stream of the course “Communications and Interaction in Energy” (2.0)—a program updated based on the results of the pilot project and real market demands. The 2026 course focuses on reputation management, communications, and GR in the context of European integration, energy system decentralization, and growing security risks. The program is designed for teams of Energy Club member companies as a practical tool for strengthening managerial and communication capabilities.
One of the course lecturers will be Yaryna Skorokhod — Strategic Communications, GR at DTEK, Co-chair of the EBA Energy Committee. In an interview for Energy Club, she shares her vision of how energy companies can maintain trust amidst turbulence, why playing the “long game” is becoming a key strategy for GR and communications, and what skills will determine the professional capacity of teams in the near future.
– Ms. Yaryna, you work at the intersection of GR, communications, and energy during one of the most turbulent periods for the industry. What reputational challenges are most critical for energy companies today—and what mistakes in media interaction do you see most often?
– The key reputational challenge today is the balance between openness and security restrictions. Society expects honest and clear explanations: what is happening with the energy system, why certain restrictions arise, and what to expect next. However, not all information can be made public due to security reasons—and in these conditions, it is especially important to promptly convey a clear vision of the situation and expectations to people.
Among the typical mistakes in working with the media is excessive complexity and formality of the message. When communication is overloaded with details or sounds too official, the main point can be lost. People need not only to get the facts but also to understand exactly what those facts mean for them.
– GR in Ukraine is often perceived as “informal agreements.” In your opinion, what should modern GR look like in the Ukrainian energy sector?
– Energy is one of the most regulated industries in Ukraine. And the new legislation regarding lobbying will change the logic of interaction with state bodies for many market participants. In such an industry, what matters is not a one-time interaction, but a long-term and understandable presence in the professional dialogue.
After all, modern GR is systemic work with regulators, parliament, and the government, as well as with industry associations, the expert environment, and society as a whole. It involves clearly formulated company positions, argumentation based on analytics, and consistent participation in decision-making processes.
– You combine experience working in a large energy company with participation in business associations. What GR and communication tools really work today to protect company interests?
– The most effective approach remains the “long game”—building the company’s reputation over the long term. From the GR side, this means systemic presence in industry associations, participation in specialized discussions, and work with regulatory processes and the expert environment.
From the communications side, this means a clear public position, consistent messages, and the ability to explain complex decisions in simple words. It is thanks to the coordinated work of GR and communications that a company forms trust in its decisions within the broader social context.
– The Energy Club 2.0 course was updated taking into account the challenges of 2025. What skills will become a “must-have” for PR and GR specialists in 2026?
– I would highlight two key skills.
First is the ability to react promptly and work with crisis topics.
Second is the ability to build a consistent company reputation with the understanding that today’s decisions affect trust in it tomorrow.
Thus, communications and GR in energy are increasingly becoming a matter of trust and strategic consistency. Precisely these approaches—playing the “long game,” clear messages, and responsibility for the public position—lie at the core of the updated Energy Club 2.0 course. They form the professional foundation without which it is impossible to work with the challenges of 2026.
