Reports

The Ukrainian book market is not really a typical business. Sometimes it is rather a creative community, with lots of scandals that spoil the reputation of its participants.To what extent do these scandals spoil the reputation? How to counteract them better? How does it influence the overall reputation of Ukrainian books? And finally, are there any chances that full-fledged reputation management will appear on the market? Supported by Ukrainian Cultural Foundation.

We continue to familiarize you with our author`s approach to the analysis of communication campaigns that allows assessing the potential efficiency of the messages` interaction with the audience. Now we analyze the communication crisis regarding the Museum of Maydan that happened at the end of 2019. Museum`s fruitful communication drew the audience`s attention, nevertheless, was not convincing for the part of the future visitors. Simple messages of the museum`s critics were much more efficient. Various politicians have played a significant part in this crisis, they used this topic for engaging the museum in their narratives.

Kostiantyn Bogatov made all possible mistakes while reacting to the recent information crisis. We recall that on February, 15, this "Holos" party member of the City Council of Kyiv suffered a robust media attack from opponents who were much more stronger, namely, "Toronto television" studio. As a result, he was removed from the faction. Center for the Content Analysis offered him consulting on the beginning of the crysis but was rejected. Now we parse his errors.

We found, that a campaign has been really launched. It was mainly done by the pro-Russian media and barely accessed other parts of the social media audience. General Prosecutor Ryaboshapka and the Ministry of Internal Affairs made improper statements about detainees. Albeit their communication tools have not used in the negative promulgation, their words have reached a wide media audience.

Three days before the parliamentary elections, Volodymyr Zelenskyi launched the information campaign against Yurii Kosuk and his company Myronivskyi Hliboproduct by requesting security forces to start the inspection of this business. What were the main communication mistakes of MHP?

A crisis communication analysis used as a training case at the "How to hack the media space" workshop held on August 1, 2019, in the Kyiv School of Economics.