Grayling Ukraine, credentials, 2010

1. Credentials: Grayling Ukraine
November 2010

2. Contents
— Introduction to Grayling
— Grayling Ukraine
— Our Portfolio
— Key Services
— Leadership Team
— Client Case Studies

3. A new force in global communications
In January 2010, Mmd, Grayling, Trimedia, Dutko Worldwide in the
US and Momentum in the Middle East, became one global Public
Relations, Public Affairs and Investor Relations consultancy under
the Grayling name.
The new company now ranks as the second largest independent
global Public Relations, Public Affairs and Investor Relations
consultancy in the world.
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4. 900 staff in 70 offices around the world
4
Grayling around the world
Moscow
Minsk
Kyiv
Grayling in Eurasia
Istanbul
Astana
Baku
Moscow
Minsk
Kyiv Astana
Istanbul Baku

5. Our Practice Areas
5
Corporate and Public Relations
Positioning and managing corporate reputation, externally and
internally, establishing our client as a leader and an authoritative
voice within an industry or sector
Public Affairs & Government Relations
Third party endorser and Government outreach strategies, public
policy analysis and lobbying; perception research; issue coalition
building – State and private, foreign and domestic interests
Digital Communications and Social
Media
Successful New Media campaigns for various sectors, including
both B2B and B2C clients.
Integrated Healthcare
Strategic package consulting on for Healthcare Clients, including
Public Relations, Public Affairs and Digital Communications &
Social Media
Crisis & Contingency Planning and
Management
Strategic planning and counsel, full-service issues management
support and specialist expertise

6. Grayling Sectors
6
Industrial &Industrial &
EnvironmentalEnvironmental
Industrial &Industrial &
EnvironmentalEnvironmental
HealthcareHealthcareHealthcareHealthcare
Financial ServicesFinancial Services
&&
TransactionsTransactions
Financial ServicesFinancial Services
&&
TransactionsTransactions
Consumer &Consumer &
Brand PRBrand PR
Consumer &Consumer &
Brand PRBrand PR
Telecoms, Media &Telecoms, Media &
TechnologyTechnology
Telecoms, Media &Telecoms, Media &
TechnologyTechnology EnergyEnergyEnergyEnergy

7. Awards
2009: The Stevie Award
for Communications
Campaign of the Year in
Europe for ‘Skype
Victory Day’ Campaign
in Russia
2009: Bronze for Interactive Marketing at
the CTAM Europe Creative Awards
(CAP) for ‘They Walk Among Us’ NBC
Universal Campaign in Russia
2008: EMEA Public Affairs Agency the
Year: The Holmes Report
2007: The
Stevie Award for
Best Global
Public Relations
Agency of the
Year
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7

8. Grayling in Ukraine
— Grayling in Ukraine started operations in 2010, as former Mmd, mostly
on FDI and infrastructure projects, in 2002; and established its now 8-
strong Kyiv office in 2005
— In Kyiv we have a strong public affairs practice and a successful media
relations team (which has particularly strong business & tech PR skills)
— As well as our retained strategic advisory clients we work with a local
event management specialist to handle major PR events for western
multi-nationals
— An effective mix of experienced, international management with a local
team of professionals. Member of the European Business Association
in Ukraine
— We are equally a government relations firm, as well as a PR firm in
Kyiv, and are one of very few advisers in the market that can
seamlessly integrate and execute both strands with equal confidence.
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9. Doing Business in Ukraine...
— The Ukrainian public policy environment is one of the most complicated and finely
nuanced in the world. It shares some operational similarities to working in Russia, but it
has not experienced Russia’s regulatory modernization.
— Ukrainian politics is complex and fiercely-fought, and sometimes Western firms
unintentionally find themselves a pawn in local political battles.
— Grayling in Kyiv has a track record of giving Fortune 500 firms, at global HQ-level, as
well as locally, confidential advice as to how to navigate its choppy waters
— This goes significantly deeper than ‘before Orange Revolution’ and ‘after’, and Grayling
can offer genuine expertise in the public affairs arena; not least as we have a reputation
for being politically-neutral as well as politically-engaged.
— Ukraine has a vibrant media environment, but ‘pay-for-play’ can be a serious issue:
Grayling has a well-established reputation for not buying editorial and we are still
successful in gaining media coverage for clients.
— We have also helped some of Ukraine’s largest financial-industrial players in
coordinating their global communications, hubbed from Kyiv, and can do this using
Grayling’s global network
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10. Our Portfolio in Ukraine
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11. Technology, Media and Telecoms
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Grayling is recognised as a leader in developing and delivering region-
wide communications campaigns for some of the world’s largest
technology companies, as well as local start-ups
With some of the most experienced communications professionals
working n the technology sector, we are in tune with the latest
developments, including:
— Network and electrical solutions
— Increasingly powerful microprocessors
— Wireless access and internet technologies
— Digital platforms and the latest mobile services
— Solutions-based business models implemented by market-leading
systems integrators
— New and ‘social’ media

12. Government & Public Sector
12
Every client and engagement program is unique. Grayling relies upon decades of experience in nearly 20
markets and an extensive network of contacts and ‘insiders’ in Eastern Europe and Eurasia to deliver
sustainable FCPA-compliant solutions through a toolbox of tried and tested tools:
— Stakeholder mapping, analysis, outreach and engagement
— Strategic research on issues, legislation, structures, and networks
— Perception studies and communication program audits
— Platform messaging, as well as precision messaging for precision-
targeted audiences
— Political and economic monitoring, including “behind the scenes”
information gathering
— “Reverse Mapping” and two-way communication with stakeholders
— Roundtables and conference organisation
— Strategic design of public affairs activities

13. Government & Public Sector
13
For successful business entry, growth and expansion in Eurasia, you need market intelligence and trusted
insight and up-to-date information on:
— Regulatory environment
— Legislative processes
— State Government structures
— Political environment and key decision-makers
— Major business groups intelligence
Our GR and PA practice on services that often interlock in an engagement strategy designed to meet the
client’s goals:
Government
Relations:
Engage with the
Government and
support
a productive, two-way
dialogue
Public Affairs:
Help align client’s goals
with the public interest
to further business
goals, creating
“win-win” solutions
Foreign Direct
Investment:
Facilitate inward
investment through
careful relationship
management
Crisis
Communications:
Being prepared to react
confidently at a
moment’s notice

14. Healthcare & Pharmaceutical
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Government Relations
— Strategy Development
— Stakeholder Mapping
— Political Monitoring
— Outreach
Non-Government Relations Public Affairs
— Outreach to patient advocacy groups
— Primary education outreach
— Healthcare practitioner engagement programs
Public Relations
— Media relations: business & trade, ethical medicine, therapeutic
programs
— Public & patient social outreach campaigns
— New media: mapping, monitoring & engagement
— Other PR services

15. Focus on ...
Social
and
Online Media
15
Grayling is one of the leading PR firms studying, understanding
and working with New Media in Ukraine. Social media is
becoming increasingly important for corporate reputation
management and product PR alike.
— The volume of web-active consumers in CE/Eurasia is growing
fast thanks to spread of broadband and mobile internet access
technologies.
— Social profile of active internet users means they cannot /
should not be ignored - predominantly younger and better-
educated, they are the new thought leaders.
— Old-school print press circulation numbers are
falling and TV is becoming ‘background media’ (switched on
most of the time but not rarely grasping the audience’s
attention).

16. Social and Online Media: Our Approach
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Listen:
— Social media influencers mapping- who has impact on your reputation / brand / sales in the online community
— Blog monitoring (what is being said about you online)
— Social media coaching (what are the key DOs and DON’Ts in social media)
Talk:
— Corporate blogging (speak up in the blogs)
— Blog commenting campaigns (start a dialogue with bloggers)
— Social media releases (get your news out to the social media)
Engage:
— Bespoke interactive campaigns (inspire your customers to do something and spread the word about you)
— User/consumer groups management (help your customers to get together and solve their problems)
— Viral content seeding (give customers content to play with or think about)

17. B2B
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In a market still in the early stages of development, we:
— Use a full range of PR tools (interviews, press
releases, round-tables, ‘commentator’ slots,
conferences, etc) to target the financial B2B and
trade press
— Build thematic media campaigns that give clients
exposure to the market in banking, investment,
insurance
— Promote “out of Ukraine” from Kiev, or wherever the
client base, to key international media (usual targets
plus Institutional Investor, Acquisitions Monthly,
CNN and BBC World business slots)
— Ensure B2B media access through due
consideration of the client’s advertising strategy in
the trade and business media
— Organise campaigns, case studies and media work-
shops for a vertically integrated trade press

18. Lifestyle & Consumer PR
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Using first-class regional and international media contacts, Graylings’s lifestyle and consumer team has
unrivalled experienced in delivering innovative and creative FCPA-compliant campaigns throughout Eurasia.
Utilising carefully targeted media sources and making full use of new media facilities, Grayling delivers
comprehensive PR services for an expansive list of retail and services clients, ranging from high-street brands
through to luxury goods and resorts: Use a full range of PR tools (interviews, press releases, round-tables,
‘commentator’ slots, conferences, etc) to target the financial B2B and trade press
— Product launches
— Media briefings & Press trips
— Event sponsorship
— Advertising
— Media interviews
— Media Relations
— Trade Exhibition Support
— Consumer competition’s
— Evangelization Evenings
— Celebrity endorsement
Grayling has excellent contacts with key lifestyle and consumer print publications, as well as strong relationships
with business media, TV, radio and online media.

19. IR & Financial Communications
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— Financial media & analyst relations
— IPO & SPO communications support & global
coordination
— M & A communications
— IR strategies & services
— Shareholder dispute crisis communications (minority
actions is a speciality)
— Business communications services for retail and
wholesale financial services companies, banks and
insurers
We are an integrated and dedicated cross-country
Financial Practices team covering both client transactions
and the financial services industry itself:

20. IPOs
There are clear benefits to clients working with Grayling and a partner agency:
— By ‘hubbing’ campaigns in Moscow and Kyiv we work with local clients faster (we can also
manage and edit the translation of prospectuses and key documents)
— Our dual agency approach saves clients time and tens of thousands of Euros in London
agency travel and accommodation
— We deliver in-country, tier-A business media press coverage
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Our experience is
forged on many IPO
campaigns and
considerable
pre-Grayling
team-member
IPO experience;
as well as several
debt issues
Grayling works
in-country and drives
communications
Issues forward through
messaging, strategies,
documents, materials
and press release
drafting
London, or other
relevant listings market
local, partners for key
financial press
coverage
out of London and in
relevant markets
are available

21. Crisis Management & Training
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General Crisis
Management
Workshop
Business Continuity
Training
Crisis
Communications
Training
Full scale Crisis
Management Drill
The training is aimed at raising awareness about
corporate crisis management procedures. After a
presentation trainees are asked to participate in
the table top exercise. Full one day
A live drill at a selected off site fall back location to
test ability to maintain critical business functions in
case of serious business disruption. Full one day
After an introduction on corporate communications
principles nominated spokespersons are offered a
crisis media training with a series of mock
interviews / press conference. 4-6 hours.
Testing crisis preparedness in a real time through
simulation of stakeholders calls, on-site interviews
etc. Full one day.
Crisis Preparedness
Every single company must be
prepared to effectively manage
unforeseen events, whether they
be “real” (factory fire, scandal,
shareholder disputes, etc.) or
“created” (litigation, black PR
attacks, media assault, etc.).
A measurement of a company’s
preparedness to quickly and to
confidently respond to a crisis is
a measurement of a company’s
long term success. As part of
Grayling’s crisis communications
practice, we offer clients a four-
part and complete crisis protocol:

22. Leadership Team: Grayling Ukraine
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Joe Rice Johnson III
General Manager: Ukraine & Kazakhstan
joe.johnson@grayling.com
—Graduate of the Eastern Kentucky
University, USA
—Over 20 years‘ strategic political and
communications experience, 15 of those
spent on US House, Senate and Government
campaigns
—Joined Grayling in autumn 2010
—Served as Country Director in Russia for
the International Republican Institute and
Chairman of Republicans Abroad in Russia
—Previously Country Director for Russia of
International Oil Trading Company, Ltd.
Dr. Oleksandr Sakharenko
Government Relations Manager
oleksandr.sakharenko@grayling.com
—Graduate of the Institute of
International Relations of the Kyiv
National Taras Shevchenko University
with distinction, and PhD in Political
Science
—8 years’ work in central governmental
bodies of Ukraine
—Joined Grayling in June 2009
—Previously, Vice Head of Division
position at the State Agency of Ukraine
for Investments and Innovations
Volodymyr Dyachenko
Public Relations Manager
Volodymyr.dyachenko@grayling.com
—Graduate of the National Technical
University of Ukraine
—5 years’ experience working
agency-side in all aspects of public
relations and corporate
communications with a focus on
technology brands
—Joined Grayling in Nov 2009
—Previously worked as a journalist for
IDC Publishing House

23. Case Studies
Adobe, BSA, Economist, Google, KDD
Group, Philips, Schering-Plough, SCM,
SES Sirius, Sincom, Vienna Stock
Exchange, Wolf Theiss
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24. BSA: 1st
Anniversary in Ukraine
— The Business Software Alliance (BSA) is the largest and most international IT industry group,
with policy, legal and educational programs in 80 countries. Grayling launched BSA’s activities
in Ukraine in February 2008 and has been providing PR support since then.
— BSA is the voice of the world's software industry and its hardware partners on a wide range of
business and policy affairs. BSA’s mission is to promote conditions in which the information
technology (IT) industry can thrive and contribute to the prosperity, security, and quality of life
of all people
— Grayling carried out a press conference for the 1th Anniversary of Business Software Alliance
in Ukraine. Ukrainian officials (Deputy Chairman of the State Department for Intellectual
Property of Ukraine and Head of the Department for IT-Related Crime of the Ministry of
Internal Affairs of Ukraine) were invited to the event to discuss openly the situation with illegal
software usage in Ukraine; Georg Herrnleben, BSA Director for CEE, Middle East and Africa,
shared the European experience, the BSA Committee representatives described the local
achievements and looses, announced the plans for the next year to decrease rate of software
piracy in Ukraine
— 25 media attended the press conference; 43 publications appeared as a result.
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25. Adobe
— Grayling provided communications support for Adobe activities in Ukraine from 2008 to 2009. We
were appointed to promote products, transfer Adobe’s global reputation as a thought leader in
creativity and innovation in Ukraine and raise awareness of anti-piracy activities.
— In September 2008, Grayling handled the media support for the launch of Adobe’s flagship
product, Creative Suite 4. The launch produced extensive coverage and helped create great
relations with the media.
— Grayling and Adobe worked together to establish a pool of journalists to raise anti-piracy
awareness and generate media discussion. To achieve that goal, Grayling promoted Adobe’s
Daniil Klyuchnikov as a universal expert on the subject of software piracy.
— An event devoted to the launch of Adobe Connect was held in March. The event was a success
and enjoyed a lot of interest from the top media. It helped create not only coverage of Adobe
Connect launch but several other Adobe’s products as well
— To promote corporate products, Grayling organized Adobe’s seminar in the International Photo
Fair frames. Over 100 participants attended the event and substantial media coverage was
secured from attending journalists.
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26. Grayling has been helping Skype to build its consumer and corporate profile
in key emerging markets since September 2008. Currently Grayling works
with Skype in Russia, Poland, Turkey and Ukraine.
Solution
Grayling’s unique approach across all markets is to develop creative and
innovative ways for Skype to reach its target audience; ideas which have
real relevance and cultural resonance in each market. This includes:
• Skype Victory Day campaigns in both Russia and Ukraine: Helping WWII
veterans to reconnect with old comrades over Skype, through partnership
with the International Red Cross and key media
• Skype on baby wards in Poland: Helping new mothers to use Skype to stay
in touch with friends and family during the birth of a child
• Skype Eid Campaign: Providing Skype calling facilities in key major cities
in Turkey during the festival of Eid, helping families and friends to stay in
touch throughout the holidays
Results
• Coverage throughout the partnership to date includes a vast amount of
national TV coverage, radio, national print and glossy media, as well as
online, business and technology coverage.
• For our Victory Day campaign in Russia in 2009 we won the International
Business Award (‘Stevie’) for the best communications campaign in Europe.
Skype: Consumer and Corporate PR
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27. — In 2009, Grayling carried out a multi-country long-term project with Schering-Plough – one of the
world’s pharmaceutical industry leaders – in the field of hepatitis C virus (HCV) prevention and
treatment.
— The multistage project was aimed at raising awareness among key-opinion leaders, state officials
and decision makers in CEE and CIS on medical, economic and social problems caused by HCV.
— Stage 1 – White Paper on HCV prevalence in Central & Eastern Europe and CIS. The paper was
prepared by Centre for European Policy Studies (CEPS) in cooperation with PharmARC, a medical
research and consultancy company. Its aim was to look at HCV infection rates and outlook across
16 CEE & CIS countries (by country, by age cohort) and to estimate social and economic impact
assessment and risks for HCV in each country.
— Stage 2 – Governmental seminars in Kyiv, Ukraine for CIS and in Warsaw, Poland for CEE for
public policy advisers and governmental officials, medical KOLs and practitioners, international
NGOs, etc. The Seminars were aimed at discussing the levels of infection in the respective regions,
the future outlooks in this field as well as at the assessment of economic and social impact of the
HCV prevalence. The White Paper was presented and discussed on the Seminars with its key
authors
— Stage 3 – Post-event PR & GR activities aimed at ensuring local resonance to the event and
problems raised.
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Schering-Plough
International Campaign on Hepatitis C Virus:

28. — Grayling developed and implemented the idea of an International seminar in Ukraine,
providing communication with the Ministry of Health and achieving official support
— Grayling managed all logistical, project management, VIP liaison and media relations
— The seminar united medical experts and top state officials from CIS countries to discuss
the problems of HCV; considering its impact on healthcare policies and long-term cost
implications. The event raised awareness of the disease amongst the media, state officials
and the public, with the aim of encouraging further state commitments to addressing HCV
in the CEE and CIS region
— Grayling worked with Seminar Speakers to develop joint recommendations for CIS State
authorities to help them address the HCV problem with concrete actions.
— Around 100 medical experts (from France, Switzerland, Latvia, Belarus, Kazakhstan,
Azerbaijan, Russia and local regional representatives) attended the event in Kyiv
— 25 media attended the press conference, which resulted in 43 publications, 2 TV and 2
Radio news features
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Schering-Plough
International Campaign on Hepatitis C Virus:

29. Google: YouTube Symphony Orchestra project
— In 2009, Google called for professional and amateur musicians of
all ages, locations and instruments to audition for the YouTube
Symphony Orchestra by submitting a video performance
— Finalists were selected by a judging panel and the YouTube
community voted for their favorite performers on YouTube from
February 14-22. There were 2 Ukrainians among the finalists.
— Winners were announced on March 2nd and invited to travel to
New York in April 2009. Vadym Borisov, Ukrainian violinist, was
among the winners and he had the honour to participate in the
YouTube Symphony Orchestra summit, and perform at Carnegie
Hall under the direction of Michael Tilson Thomas. Thousands of
the Tan Dun submissions were compiled into a mashup video
which was premiered worldwide on this channel on April 15th.
— Grayling provided full PR support for the project:
— As a result, 120+ publications were generated, among
them 5 TV interviews (Inter, STB, ICTV, Pershy, K1) and
the highlights in top media (Korrespondent, Focus,
Glavred, Profil’, etc.).
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30. SES Sirius:
Corporate PR and Political Monitoring
— Grayling Ukraine has been providing SES Sirius with Corporate PR and Political
Monitoring in Ukraine since 2008. Our work includes corporate media briefings,
interviews, events and road shows plus weekly political and issues monitoring
reports on Ukrainian political developments.
ACTIVITY HIGHLIGHTS
— In late 2008, Grayling organized a 10 Ukrainian city Roadshow for SES Sirius covering:
Kharkov, Donetsk, Dnepropetrovsk, Zaporozhye, Simferopol, Nikolaev, Odessa, Chernovtsy,
Lvov and Kiev.
— The aim of the project was to introduce SES Sirius to existing partners, to approach new
dealers, to assess the level of interest towards SES Sirius / Viasat services and generally
to raise awareness of satellite TV.
— Results: More than 45 online articles, 8 articles in printed dailyies, 1 Radio-Show and 4 TV
appearances.
— In Summer 2009, Grayling developed and project-managed a summer event for the satellite
TV dealers (Viasat) to express gratitude towards them for the work they have performed on
behalf of SES Sirius and Vision TV
— For this, a ‘Dealers’ Paradise’ outdoor event was created for 365 attendees: including
business presentations, sports activities and all-day catering organised by Grayling
Ukraine
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31. SES Sirius: Coverage Examples
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32. Philips: 15th
Anniversary
— Grayling developed and project-managed a series of workshops
to mark the 15th Anniversary of Philips Ukraine, in October 2008.
The workshops, which targeted B2B & B2C media, aimed to
raise awareness about Philips business activities in general as
well and presenting a new range of products in the lifestyle
consumer division.
— The event which kicked-off with a general presentation about
Philips, its history in Ukraine, and lesser-known business
activities of the company, branched off into separate working
groups where journalists could ‘feel and touch’ the new products.
— In total, some 80 journalists attended the workshops resulting in
excellent media coverage, and the opening speech was
broadcast by two main TV stations.
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33. Economist Conferences:
Business Roundtables with the Government of Ukraine
— In 2006 and 2007, Grayling Ukraine provided media relations
support to Economist Conferences in Kyiv (Government’s
Roundtables).
— The key tactic was to establish partner relations with leading
Ukrainian media to promote the event; securing attendance
of representatives of key Ukrainian and international media to
the open session and the press conference and generating
media coverage of the event
— The conference was positioned as one of the main annual
business events in Ukraine - leveraging ‘hot topics’ to secure
news hooks on TV, in national dailies, vertical, and business
media.
— An average of 70 articles, 3 TV news items and interviews
were generated for each conference, exceeding client and
partner expectations and making a huge contribution to
global business and investment relations development in
Ukraine
— In 2008, Grayling provided Government Relations support for
the Economist Conferences in Ukraine
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34. ABA - Vienna Stock Exchange
— In 2008, Grayling co-ordinated and supported the press
conference of the Vienna Stock Exchange in Ukraine, held
on May 2008, in Kyiv by the Austrian Business Agency
ABA-Invest in Austria.
— The communications objective was for Austria to be
presented as a key business location for Ukrainian
companies.
— Representatives of ABA-Invest in Austria and Vienna
Stock Exchange explained that investments in Vienna
Stock Exchange has a lot of advantages for business.
Results:
— More than 30 online articles, 5 articles in printed
media, 1 Radio-Show and 6 TV appearances.
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35. Sincom: Invest Fund “Hetman” presentation
In July 2009, Grayling organized a presentation of Invest Fund “Hetman” in Premier Palace Hotel
Goals:
— To present ideas of creation common project strategy Hetman Invest Fund
— To explain perspectives of fund market development and institution of joint investment in
Ukraine
The team at Grayling:
— Advised on all aspect of communication including messaging and PR issues
— Provide PR counsel and support in the presentation development
Results:
— The fund’s presentation was attended by hundreds of the company’s stakeholders, and
achieved 20+ pieces of coverage in target media, including coverage on TV channels.
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36. Wolf Theiss: briefing on M&A and Private Equity
Grayling supported the conference organized by mergermarket and Wolf Theiss, which was held in
October 2009:
Goals:
— To analyze the effects of the global credit crunch on the M&A market in Ukraine
— To anticipate the development of M&A and private equity deals in upcoming years
— To identify obstacles keeping Ukraine from achieving its full potential in CEE
The team at Grayling provided:
— Media relations (media invitation, accreditation, press release distribution and follow-up)
— PR counsel and support for the presentation material
Results:
— Grayling secured 40+ pieces of coverage in media, including news on TV channels and
Radio, plus 3 extra interviews organized for Wolf Theiss’s key speaker
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37. System Capital Management
Crisis and Issues Management:
— Grayling developed a long-term crisis management plan for the company
— Set up an effective communications management function
— Carried out an extensive public outreach campaign
— Elaborated, updated and communicated key messages across the Ukrainian media that were
subsequently covered extensively by the media
— Media-trained the top management team and the owner which resulted in a number of highly
visible interviews in leading Ukrainian media
Reputation Management:
— Developed and implemented a comprehensive PA and PR strategy to position SCM not only as
the biggest investor but also a Ukrainian world-class company
— Created the PR function of the Managing Company and ensured all PR of SCM’s assets,
including The First International Bank of Ukraine, Azovstal and Sarmat is consistent with the
SCM corporate strategy
— Developed and launched a state-of-the-art internet site
— Launched a complex advertising campaign in Ukraine and elsewhere
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38. KDD Group
KDD Group, a leading Ukrainian development company, announced its plans for a IPO on the
AIM market in London in Q4 2007
Facing the company were a number of challenges:
— Depressed global financial markets
— An unprecedented short preparation period – 60 days
— A heavy queue of Ukrainian developers announcing IPOs
Grayling:
— Advised on all aspects of communication including messaging and PR issues
— Developed and enhanced the corporate website (according to recent AIM Rule 26 legislation)
— Drafted and distributed news releases to RNS, leading financial media and Ukrainian
business media
— Arranged profiles of the Group’s CEO with leading Ukrainian media
— Arranged interviews with the company and business and property media in London and Kyiv
Results:
— KDD successfully placed 19.6% of its shares for £68m and it was admitted to AIM in
December 2007 and was the largest AIM IPO in Q4 07
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39. Stakeholder Perceptions Audit: An Example
— Grayling Ukraine asked by a leading global provider of construction materials to produce a
detailed stakeholder perceptions audit, identifying and mapping key stakeholders
— The audit targeted Government, business, NGOs, media, suppliers & customers
— Grayling received feedback from 113 of the 180 carefully selected participants (higher than
clients target yield).
— Feedback included:
— 87 pre-arranged telephone interviews
— 26 in-depth one-on-one interviews with Grayling’s (Mmd) in-house & freelance consultants
Results:
— Grayling delivered detailed feedback & results from stakeholders. This covered: company
reputation, perceived strengths/weaknesses, market presence & knowledge of market activity,
quality of service etc.
— Provided segment-by-segment as well as overall feedback & analysis
— Based upon the audit analysis, Grayling developed strategy communication recommendations
for each target group as part of an incorporated PR strategy for the client
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40. 900 staff in 70 offices around the world
Grayling in Ukraine
40
23A, Pushkinska St.
Kyiv, UA-01004
Ukraine
tel: +380 44 288 29 08
e-mail: joe.ricejohnsonIII@grayling.com