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Empowering journalists in Ukraine: UNESCO and Lviv Media Forum drive excellence and innovation
This initiative aims to strengthen the skills of Ukrainian media professionals ensuring that their outlets remain competitive, sustainable and resilient despite continuous challenges which include economic strain and loss of advertising revenue, rapid technological advancements, damage to media infrastructure, and threats to journalists safety.
The 2024 programme included 10 trainings and 50 expert consultations across key domains such as content creation, social media promotion, search engine optimization, financial management, and digital security. These consultations sought to elevate journalism standards and foster sustainable business models.
Success Story: Building Stronger Media Outlets
One success story comes from Radio Nakypilo, which utilized the programme to refine its business strategy with guidance from expert Kateryna Venzhyk. The team developed a clear business model and strategic plan, establishing a new commercial department. They created a banner grid and an improved media kit while identifying privacy-conscious advertising strategies that resonate with their audience.
Together with the expert, we developed ways to collaborate with advertisers and package offers. We also explored how to create partnerships and social and editorial projects, and how to communicate and sell them to potential advertisers.
Thanks to the consultation, we received very detailed recommendations and a clear understanding of how to organize focus groups. It was clear that expert Anna Lasiy was sharing tailored recommendations specifically for us, not generic template knowledge.
I liked that, in addition to answering questions, I also received a review of my materials. This helped me see my strengths and weaknesses. Particularly valuable were Otar Dovzhenko's tips on crafting headlines for lengthy pieces.
Other participants shared their experiences:
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Tailored Training and Knowledge Sharing
The Media Excellence Programme, represents a significant step forward in supporting Ukraine鈥檚 journalism sector during a critical time. By combining expertise, innovative approaches, and practical tools, the initiative equips media professionals with the skills they need to adapt and thrive. UNESCO and the Lviv Media Forum鈥檚 efforts underscore the importance of investing in media resilience to safeguard informed, engaged societies worldwide.
This project is implemented by Lviv Media Forum with the support of UNESCO鈥檚 International Programme for the Development of Communications (IPDC). The program is part of UNESCO's broader efforts to support the Safety of Journalists and Freedom of Expression in Ukraine.
