Ukraine Promotion Program Presentation

1. Program
Ukraine
Promotion

2. Program
Ukraine
Promotion
WHAT IS UKRAINE’S
PERCEPTION IN THE WORLD
Transparency 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

3. Program
Ukraine
Promotion
WHAT DOES THE WORLD
KNOW ABOUT UKRAINE
ӹӹ Revolution of Dignity
ӹӹ Struggle in Donbas
ӹӹ Corruption
ӹӹ Economic crisis
ӹӹ Europeans believe Ukraine is
torn by instability
ӹӹ The world is not aware about
transformations in Ukraine
ӹӹ Ukraine is beyond the scope of
investors’ interests
In 2014 FDIs in Ukraine declined by 21% comparing to 2013

4. Program
Ukraine
Promotion
WHAT SHOULD THE WORLD SEE
ӹӹ Truth about the Russian aggression in Ukraine
ӹӹ Investment attractiveness of Ukraine
ӹӹ Success of the Ukrainian reforms
Success of Ukraine Promotion Program is contingent
on the reforms success

5. Program
Ukraine
Promotion
WHAT ARE UKRAINE’S
CURRENT ASSETS
ӹӹ 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.
ӹӹ Officials and MPs with command of foreign languages.
ӹӹ New generation of diplomats.
ӹӹ Proactive civil society.

6. Program
Ukraine
Promotion
EXPENDITURES FOR
INTERNATIONAL REPUTATION
RUSSIA
RT – USD 300 million in 2015
Sputnik – USD 120 million in 2015
UK
VisitBritain and VisitEngland – USD 189 million in 2012-2015
BBC – USD 6 billion annually
POLAND
Let’s Promote Poland Together – USD 38 million

7. Program
Ukraine
Promotion
UKRAINE PROMOTION
IN THE WORLD
ӹӹ Zero state funding
ӹӹ MFA promotion events are constraint by the limited budget
ӹӹ Vibrant civil society and Ukrainian communities overseas
ӹӹ Lack of efforts synergy
BASELINE SITUATION AND WINDOW OF OPPORTUNITIES

8. Program
Ukraine
Promotion
POWEROFMAIDANANDSYMPATHY
TOUKRAINEASTOAVICTIMOF
AGGRESSIONATTRACTED
ATTENTIONWORLDWIDE
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

9. 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

10. Program
Ukraine
Promotion
Members List of Ukraine
Promotion Program Task Force
Program Leader
Valeriy Chalyi
Deputy Head of the Administration of the President of Ukraine
Task Force Coordinator
Oksana Shulyar
Deputy Head of the Foreign Policy Department of the Administration
of the President of Ukraine
Iryna Gerashchenko
Chairman of Verkhovna Rada Committee on the European
Integration
Alyona Getmanchuk
Director of the Institute of World Policy
Hanna Hopko
Chairman of Verkhovna Rada Committee on Foreign Affairs
Mariia Ionova
Deputy Chairman of Verkhovna Rada Committee on the European
Integration
Serhiy Kasyanchuk
Director of the Ukrainian World Congress Mission to Ukraine
Yuliia Klymko-Overchenko
Chief Consultant of Strategic Projects and Communications Division of
the Foreign Policy and European Integration Directorate of the Admin-
istration of the President of Ukraine
Ivanna Klympush-Tsyntsadze
First Deputy Chairman of Verkhovna Rada Committee on Foreign
Affairs
Dmytro Kuleba
Ambassador at Large, Ministry of Foreign Affairs of Ukraine
Gennadiy Kurochka
Co-founder of Ukraine Crisis Media Center
Oleksii Makeiev
Director-General for Policy and Communications, Ministry of Foreign
Affairs of Ukraine
Viktor Marchenko
Advisor to the Minister of Economic Development and Trade
Tetiana Popova
First Deputy Minister of Information Policy of Ukraine
Nataliya Popovych
Co-founder of Ukraine Crisis Media Center
Lada Roslycky
Director for Strategic Communications, Ukraine Today
Maksym Savanevskyi
Managing Partner at “Plus 1”
Oleksandr Sushko
Chairman of the Board of the International Renaissance Foundation
Andrii Shevchenko
Consultant, Reanimation Package of Reforms
Dmytro Shulga
Director of the European Program Initiative of the International Re-
naissance Foundation

11. Program
Ukraine
Promotion
UKRAINE PROMOTION
PROGRAM
ӹӹ Strategic communications
ӹӹ Access to 4.5k media
ӹӹ Сoordination with 2 thousand of world opinion leaders
ӹӹ Daily and weekly newsletters in English, French and German
ӹӹ Media support center for reforms
ӹӹ International projects for Ukrainian opinion leaders and international experts on
Ukraine
UKRAINE CRISIS MEDIA CENTER

12. Program
Ukraine
Promotion
UKRAINE PROMOTION
PROGRAM
ӹӹ Communications workshops for heads of ten diplomatic missions
ӹӹ “Digital diplomacy” system: social networks and immediate dissemination techniques
ӹӹ Participation in the EU Group of Friends in Communication
ӹӹ 309 interviews and 588 public events of Ukrainian Ambassadors over 3 months
MINISTRY OF FOREIGN AFFAIRS

13. 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

14. Program
Ukraine
Promotion
PROMOTION OF UKRAINE
IN THE WORLD
NEED FOR SUSTAINABLE MECHANISMS TO DELIVER THE TRUTH TO THE WORLD
ӹӹ Institutional capacity building
ӹӹ Diplomacy
ӹӹ Engaging Ukrainians abroad
ӹӹ TV (Pan European Russian Language Channel, Ukraine Tomorrow, Ukraine
Today)
ӹӹ International journalists liaison
ӹӹ International conferences and exhibitions
ӹӹ Taras Shevchenko Ukrainian Institute
ӹӹ People’s and cultural diplomacy
ӹӹ TV campaigns: CNN, Al Jazeera, Bloomberg and other

15. Program
Ukraine
Promotion
UKRAINE PROMOTION
PROGRAM
MARCH-APRIL 2015 DELIVERABLES:
ӹӹ Calendar of international events: 400 events around the world
ӹӹ Speakers pool to coordinate key massages
ӹӹ Launch of opinion polls:
ӹӹ Opinion Poll in 6 EU states on European prospects of Ukraine
ӹӹ Ukraine’s perception study (USA, Canada, Australia, UK, Germany and other)

16. Program
Ukraine
Promotion
UKRAINE PROMOTION
PROGRAM
PROJECTS AND INITIATIVES SUPPORT AND FOLLOW-UP
ӹӹ International Young Leaders School under the auspices of the President of Ukraine. Pilot workshop
in autumn 2015
ӹӹ Taras Shevchenko Ukrainian Institutes abroad as Ukraine’s cultural representation
ӹӹ Series of conferences on Ukraine (“Insight Ukraine” Kyiv Post Conference. Washington -
September 2015, London - February 2016, Beijing – May 2016)
ӹӹ Documentary Winter on Fire. Participation in international festivals
ӹӹ Development of people’s diplomacy strategy through Global Ukraine network
ӹӹ Series of photo exhibitions about Ukraine in leading Western universities. With support of Profes-
sional Government initiative. Exhibition series held by Ukrainian MPs groups
ӹӹ Babi Yar Victims Memorial— 75 years since the tragedy

17. Program
Ukraine
Promotion
UKRAINE PROMOTION
PROGRAM
POLICY EVALUATION
ӹӹ Content analysis on Ukraine in the context of the peace process, reforms, economic growth,
etc.
ӹӹ Dynamics of indicators, ratings, and social networks activity on Ukraine in focus countries
ӹӹ Dynamics of Ukraine’s participation in international events
ӹӹ Dynamics of references to Ukraine’s issues in the world media
ӹӹ Voting for resolutions on Ukraine in the UN General Assembly, UN Security Council,
the EU Parliament, and PACE
ӹӹ Assessment of signal penetration in focus countries upon the key topics

18. 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 state
interface 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 Ukraine
Verkhovna Rada of Ukraine

19. Program
Ukraine
Promotion
UKRAINE PROMOTION
PROGRAM
SUPPORT NEEDED FROM THE NATIONAL COUNCIL OF REFORMS:
Implementation Recommendations Stakeholders
Improving conditions for
foreign 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 Ukraine
Ministry of Information Policy of Ukraine
Ministry of Foreign Affairs of Ukraine
State Migration Service of Ukraine
Creating a quality Ukrainian
English-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

20. THERE IS NO EUROPE
THERE IS NO EUROPE
WITHOUT UKRAINE.
WITHOUT ITS CENTRE.
The Centre of
Rahkiv, Ukraine
Europe