A well-known and recognized diplomat, former Minister of Foreign Affairs, Extraordinary and Plenipotentiary Ambassador of Ukraine, currently the head of the Center for Russian Studies, an active columnist, Volodymyr Ohryzko knows how to explain the intricacies of public diplomacy.

The conversation began with bad news.

The analytical center "New Europe" conducted a study in 2015 (and repeated it in 2020). They recorded the perception of Ukraine among Western Europeans. The dynamics over five years in terms of percentages are positive, but the priority remains. So what is Ukraine? War, poverty, seasonal migrant workers, Russia, instability, corruption. Referring to this study, Ohryzko began the conversation about the country's image. The presented analytics are entirely complementary to the recommendations of Western partners: judicial reform, anti-corruption efforts, economic growth, the "green course," effective governance, security and defense — these areas require close attention, renewal, and transformation. And despite some positive shifts, Ukraine does not appear attractive — particularly for global business.

However, we have encouraging, if not forecasts, then trends.

It is evident that the country's image can and should be improved. In its external aspects, it involves equivalent but diverse work with elites and the "80% segment." The spectrum of possible actions is more than wide: from art exhibitions, literary readings, and concerts of our outstanding musicians to the promotion of applications (the case of "Diia" and "Prozorro" is indicative). Business can and should be involved in these processes, through direct support for the promotion of Ukrainian culture, for example. In this way, its, business's, clear social position should be manifested. In fact, the internal aspect of improving the country's image is also impossible without the consolidation of the public, business, and international partners.

Public diplomacy and global business surely play by the same rules, — Volodymyr Ohryzko concluded his speech with good news.

Volodymyr Ohryzko told kmbs participants about improving the country's image