On September 25 in Kyiv, Total PR Marathon 2026, organised by MMR, a leading media outlet covering marketing, communications and creativity, together with business/media bureau Ekonomika+, brought together more than 600 PR and communications professionals, brand leaders and creatives for a full day of non-stop lectures by top market players.

They discussed the “totality” of PR: CEO, product, HR, partnerships, reputation, crises, media, community, AI – today, PR is everywhere a business interacts with people, makes decisions and enters the public space. Karina Shevchenko, a journalist and TV host at the “We-Ukraine+” channel, oversaw the packed marathon programme.

Yevheniia Blyzniuk (Gradus) spoke about shifts in Ukrainians’ media consumption in 2026, audience migration between different channels, and changes in consumption of traditional media.

A few seconds of contact with outdoor advertising can translate into real attention to a brand: Viktor Ivanchenko (Megapolis+) spoke about the role of context and creativity in effective OOH communication.

Using the «Generation 91» project as an example, Kseniia Sikorska (PUMB) showed how brand collaborations, cultural meanings and work with ambassadors can turn the theme of independence into concrete action and audience engagement.

Today, a brand can continue to live in content created by the audience itself, even if the company does not control that content: Serhii Kostia (Bolt) spoke about dealing with fakes, creators and audience participation.

During the panel discussion «Reputational immunity: how to build and preserve what is hard to restore», Ilona Stankevych (Ministry of Youth and Sports of Ukraine), Oksana Moroz («How Not to Become a Vegetable»), Ulyana Kolodiy (u.comms), Viktoriia Ilinska (Philip Morris Ukraine), Yula (YULA Company) and Yaryna Skorokhod (DTEK), moderated by Olena Tsyntyla («We – Ukraine»), discussed how the reputation of businesses, state institutions and public figures is shaped, who influences it, and why in a crisis not only communications but also concrete actions become important.

Kateryna Spivakova (L’Oréal Ukraine) explained how L’Oréal is strengthening perception of the brand as a technological innovator – through the development of its own AI solutions, work with startups, scientific initiatives and projects for women and girls in science.

TV host and public figure Oleksandr Pedan raised the important issue of communication as a tool of social integration and shared his experience of how a documentary story about service members and veterans grew into the «Second Wind» community.

For Ukrainian Defense Tech, an international reputation requires carefully managed visibility, work with different stakeholders and clear reputational signals – that was the focus of Yuliia Petryk’s (Calibrated) presentation.

During the panel discussion «CEO communications: does a leader’s personal brand save or sink a business?» Oksana Stekhina (dentsu Ukraine), Olena Zubareva (TERWIN), Anna Davydenko (Let Them See, «Off the Record»), Oksana Bieliaieva (OMD Optimum Media Ukraine) and Borys Tsomaia (RIEL) discussed when a CEO’s public profile strengthens a business, where the line lies between personal and professional, and how a leader’s personal brand should serve the company’s goals. «Take Threads passwords away from businessmen» – remember this simple formula.

Volodymyr Haidash (ArcelorMittal Kryvyi Rih) proposed a new rule for Ukrainian communications: speak less and be ready to walk away from a flashy news peg at the right time.

Oleksandr Klevetskyi (the 12th Azov Special Purpose Brigade of the National Guard of Ukraine) spoke about the specifics of communications for a military unit and why standard marketing models do not always work in a military environment.

During the panel discussion «Ethics, crises and sensitivity: how to talk about difficult issues in both business and government», Olena Osypchuk (SOCAR), Tetiana Kukhotska (the Heart of Azovstal NGO and the Rinat Akhmetov Foundation charitable organisation), Olena Levandovska (Sensy buro), Yana Liakhovych (1+1 media), Yuliia Sotska (the Children of Heroes foundation) and Ivan Palchevskyi (the Cabinet of Ministers of Ukraine), moderated by Iryna Metnyova (Vandog Agency), discussed the boundaries of communicating sensitive topics, human dignity, ethics, empathy and responsibility for messaging during crises.

PR without a brand strategy is firefighting. PR cannot exist separately from the product, business and marketing, while brand strategy defines the brand’s place in the audience’s mind, Diana Kudasheva (Taktika) said, speaking about that link.

Oleh Svyshch (idealers, Badstreetboys) showed that a joke, too, can be a serious tool. Humour as a communication tool does more than entertain: it can attract attention, spark discussion and serve a specific goal.

During the panel discussion «Has the era of dependence on media ended? Communities, podcasts and owned channels as new sources» Olga Divushchak (Paint Digital Agency, Foundation Coffee Roasters), Mykola Zyrianov («Lions in a Jeep»), Kateryna Mashevska (Ukrainian Premier League) and Vladyslav Kovtun (Ukraine’s Ministry of Youth and Sports), moderated by Tetiana Sherman (Academy DTEK), discussed how brands can develop their own channels and communities, work directly with audiences and at the same time use the opportunities offered by traditional media.

The Total PR Marathon 2026 concluded with an awards ceremony for the winners of the PR Case Competition. On stage, teams and projects were recognised for showing how PR works today – through strong ideas, precise solutions and the ability to speak to audiences where they really are.

An important part of the Total PR Marathon was a charity fundraiser to support the Spalakh Unmanned Systems Battalion of the 28th Separate Mechanized Brigade. We have UAH 32,000 to buy five Starlink Minis needed for stable communications during combat missions

The Total PR Marathon 2026 illustrated that PR and communications have long gone beyond being just a profession or a separate business function. They influence decisions, trust, social processes and what kind of country we will live in tomorrow.

The organisers – business/media bureau Ekonomika+ and MMR – thank general partner PUMB, general media partner We-Ukraine+, and key partner TEVA.

They also thank the event partners: AB InBev Efes Ukraine, Motorola, hospitality partner DTEK Academy, coffee partner Foundation Coffee Roasters, water partner Morshynska, sweet partner ALVIVA GROUP, and alcohol partner AZNAURI.

Media partners: We Are Ukraine, 1+1 media, Megapolis+ advertising holding, KYIV 24, Live Marketing, Infovision, Apostrophe media holding, Mediafusion, trueua, VS Media, HiTech Expert, Kyiv1, Logist.fm, CIAU, Komersant Ukrainskyi, Dilova Stolytsia, Burda media Ukraine, Payspace Magazine, Glavkom, ProfBuild magazine, Marketer.ua, Founder, Economist, budynok.com.ua, 44.ua, Pershyi Biznesovyi, Mind.ua, mc.today, speka.ua, Ant Media, The Page, Vector, InVenture, HR Liga, Economic News, Expert, the European Business Association.