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