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Program
Ukraine Promotion
Program
Ukraine Promotion
WHAT IS UKRAINE’S PERCEPTION IN THE WORLDTransparency International (Corruption Perceptions Index)
WEF (competitiveness index)
World Bank Doing Business (business climate)
Country Brand Index (country as a brand)
175
144
189
75
142
76
96
place
place
place
74 place
1
1
1
1
Program
Ukraine Promotion
WHAT DOES THE WORLD KNOW ABOUT UKRAINE
ӹ Revolution of Dignity ӹ Struggle in Donbas ӹ Corruption ӹ Economic crisis
ӹ Europeans believe Ukraine is torn by instability
ӹ The world is not aware about transformations in Ukraine
ӹ Ukraine is beyond the scope of investors’ interests
In 2014 FDIs in Ukraine declined by 21% comparing to 2013
Program
Ukraine Promotion
WHAT SHOULD THE WORLD SEE
ӹ Truth about the Russian aggression in Ukraine ӹ Investment attractiveness of Ukraine ӹ Success of the Ukrainian reforms
Success of Ukraine Promotion Program is contingent on the reforms success
Program
Ukraine Promotion
WHAT ARE UKRAINE’S CURRENT ASSETS
ӹ Strong leadesrhip - more than 90 inetrnational meetings and 370 telephone conversations held by the President in the last 10 months. President, the PM and the Speaker of the Parliament had together over 220 international meetings.
ӹ Officials and MPs with command of foreign languages. ӹ New generation of diplomats. ӹ Proactive civil society.
Program
Ukraine Promotion
EXPENDITURES FOR INTERNATIONAL REPUTATION
RUSSIART – USD 300 million in 2015Sputnik – USD 120 million in 2015
UKVisitBritain and VisitEngland – USD 189 million in 2012-2015BBC – USD 6 billion annually
POLAND Let’s Promote Poland Together – USD 38 million
Program
Ukraine Promotion
UKRAINE PROMOTION IN THE WORLD
ӹ Zero state funding ӹ MFA promotion events are constraint by the limited budget ӹ Vibrant civil society and Ukrainian communities overseas ӹ Lack of efforts synergy
BASELINE SITUATION AND WINDOW OF OPPORTUNITIES
Program
Ukraine Promotion
POWER OF MAIDAN AND SYMPATHY TO UKRAINE AS TO A VICTIM OF AGGRESSION ATTRACTED ATTENTION WORLDWIDE Ukraine in international news headlines
TODAY UKRAINE NEEDS MORE PROACTIVE INVOLVEMENT OF THE GOVERNMENT, CO-ORDINATION AND INTERACTION WITH CIVIL SOCIETY
Source: Google Trends
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015
Program
Ukraine Promotion
UKRAINE’S PROMOTION IN THE WORLD
Administration of the President of Ukraine
Verkhovna Rada Committee on European Integration
Verkhovna Rada Committee on Foreign Affairs
Ministry of Foreign Affairs of Ukraine
Ministry of Economic Development and Trade of Ukraine
UCMC (Ukraine Crisis Media Center)
Ukrainian World Congress
International Renaissance Foundation
Reanimation Package of Reforms
Institute of World Policy
Ukraine Today
DONE: PLATFORM FOR COORDINATION BETWEEN VARIOUS EXTERNAL COMMUNICATION TEAMS
Program
Ukraine Promotion
Members List of Ukraine Promotion Program Task Force
Program LeaderValeriy ChalyiDeputy Head of the Administration of the President of Ukraine
Task Force CoordinatorOksana ShulyarDeputy Head of the Foreign Policy Department of the Administration of the President of UkraineIryna GerashchenkoChairman of Verkhovna Rada Committee on the EuropeanIntegration Alyona GetmanchukDirector of the Institute of World Policy Hanna HopkoChairman of Verkhovna Rada Committee on Foreign AffairsMariia IonovaDeputy Chairman of Verkhovna Rada Committee on the European Integration
Serhiy KasyanchukDirector of the Ukrainian World Congress Mission to Ukraine Yuliia Klymko-OverchenkoChief Consultant of Strategic Projects and Communications Division of the Foreign Policy and European Integration Directorate of the Admin-istration of the President of UkraineIvanna Klympush-TsyntsadzeFirst Deputy Chairman of Verkhovna Rada Committee on Foreign Affairs Dmytro KulebaAmbassador at Large, Ministry of Foreign Affairs of UkraineGennadiy KurochkaCo-founder of Ukraine Crisis Media CenterOleksii MakeievDirector-General for Policy and Communications, Ministry of Foreign Affairs of UkraineViktor MarchenkoAdvisor to the Minister of Economic Development and Trade
Tetiana PopovaFirst Deputy Minister of Information Policy of UkraineNataliya PopovychCo-founder of Ukraine Crisis Media CenterLada RoslyckyDirector for Strategic Communications, Ukraine TodayMaksym SavanevskyiManaging Partner at “Plus 1”Oleksandr SushkoChairman of the Board of the International Renaissance FoundationAndrii ShevchenkoConsultant, Reanimation Package of ReformsDmytro ShulgaDirector of the European Program Initiative of the International Re-naissance Foundation
Program
Ukraine Promotion
UKRAINE PROMOTION PROGRAM
ӹ Strategic communications ӹ Access to 4.5k media ӹ Сoordination with 2 thousand of world opinion leaders ӹ Daily and weekly newsletters in English, French and German ӹ Media support center for reforms ӹ International projects for Ukrainian opinion leaders and international experts on
Ukraine
UKRAINE CRISIS MEDIA CENTER
Program
Ukraine Promotion
UKRAINE PROMOTION PROGRAM
ӹ Communications workshops for heads of ten diplomatic missions ӹ “Digital diplomacy” system: social networks and immediate dissemination techniques ӹ Participation in the EU Group of Friends in Communication ӹ 309 interviews and 588 public events of Ukrainian Ambassadors over 3 months
MINISTRY OF FOREIGN AFFAIRS
Program
Ukraine Promotion
ASSESSMENT OF UKRAINE PROMOTION PROGRAM IN THE CONTEXT OF ONGOING REFORMS Survey conducted by Razumkov Centre think tank during a period from 6 to 12 March, 2015. Population sample includes 2009 people aged over 18 in all regions of Ukraine, ex-cept Crimea and the occupied territories of Donetsk and Luhansk under a sampling meth-od representing adult population of Ukraine based on key socio-demographic indicators. The polling sampling was constructed as a multistage random one with quota selection of respondents at the last stage.Standard deviation (excluding design effect) does not exceed 2.3% with 0.95 probability rate. The survey was conducted with support of the Government of Sweden.
“1” - lack or absence of reforms; “10” maximum pace of reforms
Financial sector reform
State property management reform
Education reform
Agriculture reform
Ukraine Promotion Program
Energy efficiency program and energy sector reform
Tax reform
Healthcare reform
National security and defense reform
Law enforcement reform
Deregulation and entrepreneurship
State regulation reform
Decentralization and local administration reform
Judicial reform
Government screening and lustration
Average
Program
Ukraine Promotion
PROMOTION OF UKRAINE IN THE WORLDNEED FOR SUSTAINABLE MECHANISMS TO DELIVER THE TRUTH TO THE WORLD
ӹ Institutional capacity building ӹ Diplomacy ӹ Engaging Ukrainians abroad ӹ TV (Pan European Russian Language Channel, Ukraine Tomorrow, Ukraine
Today) ӹ International journalists liaison ӹ International conferences and exhibitions ӹ Taras Shevchenko Ukrainian Institute ӹ People’s and cultural diplomacy ӹ TV campaigns: CNN, Al Jazeera, Bloomberg and other
Program
Ukraine Promotion
UKRAINE PROMOTION PROGRAM MARCH-APRIL 2015 DELIVERABLES:
ӹ Calendar of international events: 400 events around the world ӹ Speakers pool to coordinate key massages ӹ Launch of opinion polls:
ӹ Opinion Poll in 6 EU states on European prospects of Ukraine ӹ Ukraine’s perception study (USA, Canada, Australia, UK, Germany and other)
Program
Ukraine Promotion
UKRAINE PROMOTION PROGRAM PROJECTS AND INITIATIVES SUPPORT AND FOLLOW-UP
ӹ International Young Leaders School under the auspices of the President of Ukraine. Pilot workshop in autumn 2015
ӹ Taras Shevchenko Ukrainian Institutes abroad as Ukraine’s cultural representation ӹ Series of conferences on Ukraine (“Insight Ukraine” Kyiv Post Conference. Washington -
September 2015, London - February 2016, Beijing – May 2016) ӹ Documentary Winter on Fire. Participation in international festivals ӹ Development of people’s diplomacy strategy through Global Ukraine network ӹ Series of photo exhibitions about Ukraine in leading Western universities. With support of Profes-
sional Government initiative. Exhibition series held by Ukrainian MPs groups ӹ Babi Yar Victims Memorial— 75 years since the tragedy
Program
Ukraine Promotion
UKRAINE PROMOTION PROGRAM POLICY EVALUATION
ӹ Content analysis on Ukraine in the context of the peace process, reforms, economic growth, etc.
ӹ Dynamics of indicators, ratings, and social networks activity on Ukraine in focus countries ӹ Dynamics of Ukraine’s participation in international events ӹ Dynamics of references to Ukraine’s issues in the world media ӹ Voting for resolutions on Ukraine in the UN General Assembly, UN Security Council,
the EU Parliament, and PACE ӹ Assessment of signal penetration in focus countries upon the key topics
Program
Ukraine Promotion
UKRAINE PROMOTION PROGRAM SUPPORT NEEDED FROM THE NATIONAL COUNCIL OF REFORMS:
Implementation Recommendations Stakeholders
Enhancing government’s support to the promotion of Ukraine
Launching a state program with budget funding starting from 2016
Cabinet of Ministers of Ukraine, Ministry of Finance of Ukraine, Verkhovna Rada Com-mittee on Budget Policy
Attraction of foreign investments into Ukraine
Setting up and activating a single stateinterface to support investors (InvestUkraine)
Cabinet of Ministers of Ukraine, Ministry of Economic Development and Trade
Institutional capacity building for international communications
Appointment of advisers on international communications or establishment of com-munications divisions in all central executive institutions
Cabinet of Ministers of Ukraine
Improving quality of materials in foreign languages issued by government authorities
• Engage foreign proofreading specialist• Introduction of internship programs for
foreigners in the Ukrainian government institutions
Cabinet of Ministers of UkraineVerkhovna Rada of Ukraine
Program
Ukraine Promotion
UKRAINE PROMOTION PROGRAM SUPPORT NEEDED FROM THE NATIONAL COUNCIL OF REFORMS:
Implementation Recommendations Stakeholders
Improving conditions forforeign journalists’ work
• Implementation of embedment program to provide access for foreign journalists in ATO area
• Making possible long-term stay for inter-national journalists in Ukraine (over 90 days)
Cabinet of Ministers of UkraineMinistry of Information Policy of UkraineMinistry of Foreign Affairs of UkraineState Migration Service of Ukraine
Creating a quality UkrainianEnglish-language TV product Launch of Ukraine Tomorrow Ministry of Information Policy
Ukrainian films promotion
Support to Ukrainian movies, uniting efforts with the Ukrainian government to organize presentations in the most recognized inter-national cinematic events
Ministry of Foreign Affairs of Ukraine,Ministry of Culture and Tourism of Ukraine
THERE IS NO EUROPE
THERE IS NO EUROPE
WITHOUT UKRAINE.
WITHOUT ITS CENTRE.
The Centre of
Rahkiv, Ukraine
Europe