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News / cases / Publicity Creating conducted a survey on PR usage during and after quarantine (two waves in 2020 and 2021)
1 October 2021

What drives companies that have not reduced activity

In connection with the coronavirus pandemic and the introduction of quarantine, the situation in the Ukrainian marketing communications market has changed significantly: many clients have removed previously planned advertising campaigns and postponed the implementation of PR programs.

At the same time, it is precisely the crisis situations that presuppose the use of PR technologies and the intensification of communication with the publick, and some companies took advantage of this opportunity.


What tools and methods in the field of PR are used by Ukrainian companies during the quarantine period and what is their effectiveness? What changes in PR strategies and PR programs are planned after the end of quarantine? The answers to these and other questions were received by the specialists of Publicity Creating, during the survey, which was carried out in two stages: from July 1 to September 30, 2020 and from May 1 to August 25, 2021 among representatives of Ukrainian and foreign companies.

The introduction of quarantine has become a real test not only for the Ukrainian economy, but also for the entire PR sphere. Many PR services turned out to be unprepared for such situations: starting with the lack of anti-crisis PR programs and ending with the inability to promptly respond to requests from the media and consumers. And for others, new opportunities have opened up for "white" PR-promotion and improving the reputation of their companies. Again, some companies reduced their PR promotion to zero or to a minimum, relying on their employees, while others kept their activity at the same level or even increased them, and hired external consultants. I think all specialists will be interested to know what drives companies that did not reduce their activity during the crisis, ”says Valeriy Kureyko, Director of Publicity Creating.

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