Kateryna Rozhkova: To successfully communicate the changes in the country, first Ukrainians must be aware of them
The National Bank of Ukraine is modernizing approaches to external and internal communication. This was expressed by First Deputy Governor of the National Bank of Ukraine Kateryna Rozhkova during the discussion “Ukraine: The country everybody likes but speaks ill of” organized by the strategic communications company TRUMAN Agency.
"When Gontareva and her team came to the National Bank, there were no communication services, no risk assessments – nothing. But there were 12.5 thousand employees, their own television, medical center, sanatoria and a lot of cars, which we all transferred to ATO. Now we have a full functioning service of communication. We learn, and our communications become better. And we will continue to improve them. We only used press releases before. Today, we use a huge number of channels: open Q & A (and not only at briefings), Facebook," says Rozhkova.
In particular, the NBU introduced a diversified information distribution system.
"There are several levels of communication, as well as several segments of the stakeholders. We work for people, business, analysts, and investors. For each of them there is a separate level of communication. This should be the rule. However, the end user of what the National Bank does is an average citizen, because he is the one who buys a financial service. He receives a salary, and we must ensure macro-financial stability so that inflation would not destroy it," says Rozhkova.
First Deputy Head of the National Bank believes that Ukraine has significant achievements in all spheres, but Ukrainians lack personal awareness of change for successful external communication.
"We need to change the mentality that we are poor orphans. We are a rich, potentially strong country with intelligent and educated people who now think completely differently. As soon as we start feeling like that, we will stop being afraid to communicate," Kateryna Rozhkova is sure.
TRUMAN Agency’s friends and partners – Head of the EU Delegation to Ukraine Hugues Mingarelli, investor and former Minister of Economic Development and Trade of Ukraine Aivaras Abromavichus, government officials, businessmen and experts – also took part in the discussion of communication successes and failures of Ukraine.