We develop communications, advocacy and lobbying

The Union of Rural Green Tourism of Ukraine, as one of the winners of the competition of the Academy for the Development of Business Associations of the National SME Platform, continues its active participation in the project aimed at increasing the organizational capacity of Ukrainian business associations.

Participation of the Union in the training module and the goal of the program

On November 6-8, another training module of the program – “Communications, Advocacy and Lobbying” – was held in Lviv, which brought together representatives of business communities from different regions of Ukraine. Its goal is to develop skills in effective interaction between business and government bodies, build capacity for external communications and strengthen the role of business associations as intermediaries between micro, small, medium and large businesses.

The training program began at the Lviv Cultural Hub with a welcoming speech by the project manager, Lubomyr Chorniy. During the first session, participants learned about the opportunities for entrepreneurship development in Lviv from the First Deputy Mayor, Andriy Moskalenko, and the Director of the Department of Economic Development, Inna Svystun.

Lviv clusters and examples of partnerships

The acquaintance with the activities of Lviv’s industry clusters – the furniture cluster, the IRON.Tech IT cluster, the fashion industry cluster, the publishing industry cluster, and the medical business – was particularly impressive. Each of them became an example of effective partnership, innovation, and creativity that shape the competitive economy of the region.

During a study visit to the Lem Station Creative Hub, Director Nataliya Vyshniakova demonstrated how the combination of business, technology, and creative industries creates a unique environment for entrepreneurs. The space, located in a reconstructed historical building of the former tram depot, has today become a powerful center of Lviv’s creative economy, where startups are born, art projects are implemented, and events are held that stimulate the development of small and medium-sized businesses. Natalia Vyshniakova spoke about the main mission of the hub – supporting entrepreneurial ideas through cooperation, experiments, and joint learning. The open space of Lem Station allows entrepreneurs to exchange experiences, find partners, and attract resources to implement innovative solutions. For the Academy participants, this visit became a vivid example of the synergy of creativity, urbanism, and entrepreneurship, demonstrating how modern cities can shape ecosystems of development – economic, social, and cultural.

Inclusivity and Entrepreneurship Support

Special attention was paid to the development and scaling of veteran businesses on the principle of “Equal to Equal”. This is what Yulia Voytehova, Director of the Entrepreneurship Support Center, told about. She shared her experience in creating an inclusive environment for military entrepreneurs, which is based on mutual support, mentoring and exchange of practical knowledge. According to her, the Entrepreneurship Support Center helps veterans integrate into the business community, find partners, consumers and feel like a part of the country’s economic recovery. As part of the program, the Center implements consulting sessions, training events and mentoring programs that contribute to the sustainable development of veteran entrepreneurship and increase its competitiveness in the national market.

In the format of an introduction, the activities of the Ukrainian Business Brotherhood were presented – a community that unites business owners around the principles of ethics, mutual support and joint growth. Participants learned how a business association implements joint social initiatives, as well as forms a community of responsible entrepreneurship.

A unique opportunity for participants was to get acquainted with the innovative ecosystem of humanity “UNBROKEN”, which unites more than twenty projects aimed at supporting military and civilian victims of war. The center has become a true symbol of recovery, resilience and partnership between the state, business and community. Its activities cover a wide range of areas – from medical care, prosthetics, physical and psychological rehabilitation to housing, employment and social reintegration. What was particularly impressive was the comprehensive approach, in which each element of the system is aimed at returning a person to a full life. The “UNBROKEN” project demonstrates how the synergy of municipal authorities, medical professionals, volunteers and business can create a space where humanity becomes the basis of recovery, and innovation is a tool for dignity and hope.

Practical tools for communications and crisis management

The participants also had the opportunity to delve into the topic of external communications. Mykhailo Shuranov, communications expert, communications director of Neqsol Holding in Ukraine, conducted a series of practical sessions dedicated to strengthening the organization’s reputation, creating a message map and building communication strategies. The participants learned to identify key audiences, form messages and use communication channels to achieve the strategic goals of business associations. The workshops helped to understand how to combine the image of the organization with the real values ​​and behavior of its members.

The meeting with representatives of the Lviv Defense Cluster was informative and inspiring, during which the head of the communications department Anton Fedchenko shared his experience in building effective communications in crisis conditions and spoke about the important role of business in strengthening the state’s defense capabilities. He emphasized that the cluster’s activities are an example of successful coordination between enterprises, volunteers, engineers and state structures, which jointly ensure the production and supply of necessary equipment for the military. Particular attention was paid to the issue of transparency, trust and team interaction, which are the basis of effective communications even in the most difficult conditions of wartime. The participants noted that the experience of the Lviv Defense Cluster is a powerful example of the social responsibility of business and its ability to quickly adapt to challenges, remaining a driving force in supporting Ukrainian defenders.

Advocacy, lobbying and strategic vision

An important part of the program was the topic of advocacy and lobbying, which was presented by an expert on GR issues, head of the GR group NOVA Denys Bazilevych. The session was held at the Ukrainian Catholic University, which gave the event a special atmosphere of academicity and a value-based approach to the interaction of business and the state. During the session, the basic principles of effective advocacy, legislative restrictions, ethical standards, as well as tools for coalitional interaction between business and government were revealed. Denys Bazilevych emphasized that modern lobbying is primarily about building trust, dialogue, and partnership between business, the public, and government structures. The expert paid special attention to the 4P influence model (Policy, People, Processes, Performance), which allows business associations to systematically and effectively promote the interests of their members. The model combines understanding the political context, establishing communications with key stakeholders, effective process management, and measuring the results of advocacy activities.

Thanks to practical examples and discussions, participants understood how to form an influence roadmap for their business associations, how to determine priorities, and build strategic alliances. This experience was a valuable step towards strengthening the capacity of business associations to participate in shaping public policy based on the principles of transparency, partnership and social responsibility.

The visit to UCU and an introduction to the history of the university under the leadership of Yuriy Pidlisny, Head of the Department of Political Science, was an inspiration for the participants, as the example of UCU is a successful model of combining values, strategic thinking and public service.

The significance of the training for the Union and gratitude to the organizers

The module in Lviv became a platform for establishing partnerships, exchanging experiences and forming a common vision for the future development of business associations in Ukraine. For the Union of Rural Green Tourism of Ukraine, participation in the program was a valuable opportunity to expand its own potential as an all-Ukrainian network in the field of rural tourism, to establish professional exchange with colleagues from different regions and to introduce advanced management practices in its activities.

The Union of Rural Green Tourism of Ukraine is sincerely grateful to the organizers of the program of the Academy of Development of Business Associations of the National SME Platform, the United Nations Development Program in Ukraine (UNDP Ukraine) and the Government of Japan for the support provided within the framework of the initiative “Transformational Recovery for the Safety of People in Ukraine”.

Sincerely,
Expert of the NGO “Union of Rural Green Tourism of Ukraine”
Lyudmila MATVIYCHUK