In Ukrainian society, the opinion that "the institution of reputation does not work" is increasingly heard: public trust is fragile, moral compasses are blurred, and the information noise nullifies the difference between genuine reputation and its imitation. But perhaps it is not about the end, but about the search for new principles of ethics, trust, and public accountability. We will discuss this on November 5 at the online event "The Institute of Reputation in Ukraine: The End of Rules or the Search for New Foundations," and also cover: Why the opinion that the institution of reputation is "broken," "not working," or "absent" is so frequently voiced in Ukraine. How reputation actually functions as an evaluative judgment, and what limitations this construct has within the Ukrainian context. How the perception of organizations is influenced by factors such as distrust of authorities, skepticism towards big business (especially without charismatic leaders), societal polarization, and different experiences of living through the war. Do scandals truly "last for 3 days," after which stakeholders' attitudes towards the organization return to their initial state? Is it possible for an organization to "cleanse" itself of the controversial actions of its top figures, and how can this be done? Approaches to reputation management in the business, public, and non-profit sectors. Event participants: Maryna Starodubska, Adjunct Professor at kmbs, author of the book "How to Understand Ukrainians: A Cross-Cultural View," consultant in communications, management, and cross-cultural interaction. Kateryna Zagoriy, entrepreneur, public activist, co-founder of the Zagoriy Foundation. Anastasiia Pylypak, communications advisor at the National University "Kyiv-Mohyla Academy," Deputy Head of the Ukrainian-Swiss project "Development of Medical Education." Date: November 5, 18:30-19:30 Format: Online on YouTube