Companies, where PR had important strategic functions, did not reduce budgets, but in some cases even increased them. This is along with clients’ demand in clear cooperation with PR-agencies.

Companies consider public relations activities as part of marketing objectives. While, these companies usually select proven pr-technologies in order to minimize risks.

Companies, where PR had important strategic functions, did not reduce budgets, but in some cases even increased them. This is along with clients’ demand in clear cooperation with PR-agencies.

Particularly interested in PR became Ukrainian manufacturers for promotion of their products to consumers and partners, as well as to lobby industry needs at the state level.

Valeriy Kureiko - the President of UPRA and the CEO of Publicity Creating, believes that Ukrainian manufacturers need to cooperate with Ukrainian PR-agencies. This is because pr-companies understand needs of national manufacturers.

“There are professional pr-companies, which able to help to Ukrainian goods and brands during such difficult times and crises. Large producers and holdings have to reject influence of network pr-brands and to consider certain benefits of collaboration with Ukrainian pr-companies,” marked the expert.

The market is still in need of outsourcing of PR-services (involvement of other companies to implement PR services).

"Today, companies that ceased cooperation with professional agencies and reduced own PR departments, formed a kind of "public relations vacuum.” Neither one press secretary, nor one-time hire of free-Lancers or unspecialized companies could solve this problem. Companies have to revert to systematic PR approaches, to plan strategy and to increase gradually pr-activity. Preparation to post-crisis reality should already be started," said Valeriy Kureiko.