MacPaw, is a software development company that has apps installed on one in every five Mac computers worldwide. It has 30 million users and 500 staff with its headquarters being in Kyiv, Ukraine.
“PR as a business function is so critical and when you’re facing difficulties like a war it becomes so obvious…. I would like to inspire others – even though they may not work under such stressful conditions – that PR does matter.”
Creating the PR Army
The Ukrainian PR Army was formed on day one of the invasion with the single aim of using our weapon for fighting for truth – the word. Since then, it has been fighting against Russian propaganda, fighting misinformation, and fighting for truth.
“With the PR Army we found the most effective way of fighting for truth is by giving access to the truth – through eyewitnesses and experts.”
Working from the bathtub
During air raid attacks, Ukrainians are advised to go to a bomb shelter. If it is not possible then they work in hallways or bathrooms – as they don’t have windows.
To bring much deserved attention to this stark reality faced by Ukrainians today, a mock creative agency has been created – Bathtub Creative – a communication campaign to raise awareness and funds.
The power of purpose
Julia is working under such stressful conditions yet maintains motivated to do so much because of an underlying alignment of purpose in what she is doing.
“I am doing everything that I do for my very selfish goal that my grandchildren have the option to live in Ukraine. I want to preserve my country for future generations. It really drives me and gives me so much energy.”
Listen to Julia’s story here https://podcasts.apple.com/au/podcast/a-public-relations-podcast-smoke-signal-on/id1360145782?i=1000590091315
