PR and Political Consulting in Ukraine

Interview with Israeli consultant Sergey Nazarov.

This interview is very personal for me. Today I am talking to Israeli consultant Sergey Nazarov, the owner of the GN CONSULTING agency, which I have been managing for the last 5 years. In my opinion, Sergey can tell more about the transformation of political consulting in Ukraine and assess the prospects of this market for the next few years.

Alexander Shatkhin: Over the past three years, Ukraine has been going through one of the most dramatic periods in its history. Society and business in Ukraine have faced an unprecedented new reality in which they need to rebuild their lives. The GN Consulting agency, which you created almost 10 years ago, one of the largest PR consultancy in Ukraine. How do you personally, as a businessman, assess the last three years in Ukraine?

Sergey Nazarov: Of course, the last three years have been a challenge for us. I would call this period a time of global transformation and the creation of new opportunities. For businesses, this is not just a time of adaptation, but a complete restructuring – it was necessary to quickly change strategies, look for new points of support and methods of communication.

GN Consulting built a new strategy in the proposed circumstances and the bet turned out to be right. Understanding that the market is constantly changing, we adapted our strategy to quickly respond to new challenges and customer needs.

It was this approach – flexibility and adaptability – that allowed GN Consulting to move on to the implementation of crisis management in the wartime conditions in which Ukraine has been living for the past 3 years.

Ukrainian business has shown amazing resilience and readiness for change. Many companies have begun to use digital tools more actively to stay in touch with their audience and partners. I am convinced that such a transformation will make the Ukrainian economy more sustainable and flexible in the future. Moreover, I am sure that the Ukrainian market we have mastered will open up amazing opportunities for investors in the very near future.

Alexander Shatkhin: As an Israeli citizen, you know exactly how quickly the Israeli economy has grown qualitatively over the past 40 years and was able to reformat Israeli exports from agro-industrial complex to high technologies. What changes do you expect in the next few years for doing business in Ukraine?

Sergey Nazarov: Israel has truly become a world leader in high technologies thanks to the courage and innovation of entrepreneurs, as well as support from the state. I believe that Ukraine also has every chance of such a transformation.

Firstly, the Ukrainian IT sector is already showing impressive results, despite all the difficulties. But it is important to transfer this experience to other industries. Key steps will be government investment in education, infrastructure and support for innovative startups.

Secondly, as in Israel, it is important to create an ecosystem in Ukraine that will stimulate entrepreneurs and investors. The state needs to remove barriers and simplify regulatory processes so that businesses can quickly adapt to new conditions. If Ukraine manages to adopt the Israeli experience in creating a “startup economy”, this will not only increase its export potential, but also strengthen the domestic market due to highly qualified specialists and technological solutions. Let’s not forget that after signing the peace agreements, Ukraine will turn into one big infrastructure construction site. Given the upcoming injections into the post-war economy, we expect that Ukraine has every chance of becoming a new Eastern European Klondike.

Alexander Shatkhin: You have been consulting famous Ukrainian politicians for many years. Do you feel a similarity in the political future of Ukraine and Israel? What is the future of Odesa, where our head office is located, given that Odesa is forever connected with the Jewish world?

Sergey Nazarov: Ukraine and Israel do have certain similarities in terms of the struggle for their identity and independence. Both countries are forced to build democracy under constant external pressure.

Odesa is a unique city that has always been a bridge between cultures and peoples. A “melting pot” like New York, although not on such a scale. Historically, Odesa is closely connected with the Jewish world, and today it remains a symbol of openness and multiculturalism. After all, Odesa is the birthplace of Zionism. 

I am confident that the city will be able to strengthen its role as a cultural and economic center. Odesa is a whole agglomeration of ports. And when President Trump talks about the status and security of the Black Sea, we must understand that Odesa is a key point on the new map of trade routes and transport logistics of the Black Sea basin. Plus unique geographical advantages. We are confident that this city will soon become a major logistics hub. That is why our head office continues to work in Odesa.