The document outlines the plan for a PR conference on "State, current problems and IT development tendencies" organized by the Association of Information Technology Enterprises of Ukraine. The conference aims to raise awareness of the organization and IT industry developments in Ukraine. Key elements of the plan include analyzing the target audience of CEOs and directors, setting objectives to increase interest and sales, developing press materials, scheduling sessions and speakers, and establishing a budget of 71,050 UAH for costs like venue rental, food, and printing. Evaluation will assess interest, attendance, press coverage, and whether objectives were met.

1. International Christian University - Kyiv
PR project
Conference
"State, current problems and IT development tendencies"
Made by:
Taran Dmitry (3251)
Vaschenko Sergey (3256)
Igor Sadoviy (3057)
Alex Baykalov (3203)
Marina Korytko (3216)
Instructor:
Darina Favorskaya
Date: 21.11.2011
Kyiv 2011

2. Plan
1. Analysis
1.1 analyze client or organization
1.2 analyze opportunities and problems
1.3 analyze target groups possible outcome data and research process
1.4 possible outcome data and research process
1.5 research procedure and methods
2. Objective
2.1 outcome objectives
2.2 influence objectives
3. Plan of program of PR – develop
3.1 theme of PR program and info materials
3.2 schedule
3.3 information for non-controllable Mass Media
3.4 communication principles
3.5 materials for controllable Mass Media
4. Evaluation
5. Budget
6. Press Kit
7. Presentation
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3. 1.1 Information about the company
Company name: The Association of Information Technology Enterprises of Ukraine
General information:
The Association of Information Technology Enterprises of Ukraine (hereinafter – APITU or
Association) was registered on 7 June 2007 in the legal organizational form of an association of
enterprises. The Association was established within the framework of reforming public organization
The Association of IT-Distributors and, in a certain sense, is a successor of this organization.
The goal of the Association is to coordinate and consolidate the efforts of Ukrainian IT-companies
in order to resolve their professional activity problems, which are of common interest.
Key objectives of the Association are as follows:
• Exercising impact on the government policy in the IT area, protecting the interests of the
Association’s members and representing their interests in the government bodies, as well as
lobbying laws and regulations favorable to the industry;
• Developing business ethics fundamentals and advocating their use in IT-companies’
business activities; facilitating development of civilized relations in the market; and
• Promoting informal communications and information exchange among the members of the
Association.
Today, the membership of the Association consists of 44 IT companies, among which are the
biggest distributors, IT-manufacturers, retail chains, system integrators, and representative offices
of foreign vendors.
The Association consolidates its members’ efforts to create favorable conditions for the activities of
suppliers and sellers of IT-products and to develop common rules for co-operation with partners
and consumers, as well as coordinates actions in the area of drafting and lobbying the laws and
regulations, which define relations within the IT-market. The Association actively promotes
creation of conditions for a further development of the IT-industry.
The Association is represented in many government bodies, including:
• The Public Council under the State Committee of Ukraine for Technical Regulation and
Consumer Policy – since 31 May 2007;
• The Public Board of the State Committee of Ukraine for Regulatory Policy and
Entrepreneurship – since 29 May 2007
• The Scientific and Technical Council of the National Informatization Program under the
Ministry of Transport and Communications of Ukraine - since 19 April 2007;
• The Management Board of the Civil Council under the State Customs Service of Ukraine –
since 26 March 2007;
• The Council of National Associations of Manufacturers under the Cabinet of Ministers of
Ukraine – since 19 February 2007.
The Association has been entered into the Registry of Industry Associations of Manufacturers,
Importers and Exporters of Ukraine.
The Association cooperates with the Secretariats of the Verkhovna Rada Committees on transport
and communications and on science and education, the Ministry of Economy, and Antimonopoly
Committee.
The Association represents and protects interests of the majority of IT-products’ distribution
channel participants: foreign vendors and Ukrainian manufacturers, distributors and dealers,
retailers, and system integrators.
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4. Members:
ABBYY Ukraine, AMD, ASBIS Ukraine, ASUS, Canon, Datalux, Dell, DiaWest, ELKO, Epson,
ERC, IBM, Intel, KM DISTI, Lenovo, Lexmark, LG, Microsoft, MTI, NIS, OKI, Panasonic,
Prexim-D, Samsung, Schneider Electric Ukraine, SI BIS, АМІ, Bakotech, ДКТ, Everest, K-Trade,
Kaspersky Lab in Ukraine, Moldova, Republic of Belarus, Leater, LTS Ukraine, МУК, Navigator,
Proton, Roma, Sitronics, Softpress, Softprom, Tekhnika dlya biznesu, Yug-Contract.
1.2 SWOT Analysis
Strengths:
1.Includes world biggest IT-enterprises
2.Influensive in IT-industry
3.Partnership with Ukraine’s famous
organizations such as ITU, Telas, AP KIT
4.Influence on government policy-making
5.Legal support of members
Weaknesses:
1.Hard to coordinate
2.Dependance on the IT-market
3.Conflict of interests
4.Big responsibility
Opportunities:
1.Access to international markets
2.Partnership with Kazakhstan, Russia, Poland
3.Widening the influence
4.Rise the level of business ethics in Ukraine
Threats:
1.Unpredictable government law
2.Competition
3.Fall of IT demand
4.Unpredictible market
5.Conflicts with government interests
6.Inside conflicts
1.3 Target group analysis
Target audience of conference:
- CEO’s of APITU enterprises
- Directors of APITU enterprises
- Top managers of APITU enterprises
We chose this particular group because:
a. They take high places in decision-making process
b. They define further way of companies development
c. They influence the IT-industry of Ukraine
Taking into account that our main participants are CEO’s and directors, we must provide the highest
level of service and equipment.
The goals of our guests will be:
• To receive information about the state, stability and development of IT-industry in Ukraine.
• To coordinate the way of Ukrainian IT-industry development.
• To exchange their ideas
Our task is to inform our guests about stability and development of IT-industry in Ukraine. We
need to provide qualitative service and organize high-level conference. Whу need to create good

5. conditions for effective communication We need to be sure that every part of conference will be
held according to schedule. We need to take into account all the peculiarity of guests.
1.4 Outcome data
The results of the conference are very satisfactory for our organization. There were 32 articles
written about our Association of Information Technology Enterprises of Ukraine. Also we have
received good reviews on the blogs and our web-site visitor’s scale increased by 15%. People began
to talk more often about our association and our news, in social networks, forums of companies
(that were listed in the organization list) etc. Public interest towards our organization’s products and
services has risen by more than 15%. We raised interest about products of these companies (which
are in the list), of public, target audience and investors.
1.5 Research procedure and methods
In research process we conducted a survey (by questionnaires) and interview of 86 people after
conference. It showed that rise of public interest to the products and services that are made and
provided by companies (that are listed in the organization list) by 16,3%. We found out that after
event audience became more informed about last changes in the development of the companies.
Also 95, 5% of people satisfied by organization and conducting of the conference, 92% of people
said that this event was interesting. 95% answered positively about professionalism of our
specialists.

6. 2.1 Outcome objectives:
1) By the end of the event to rise interest of public to the products and services that are made
and provided by companies that are listed in the organization list by minimum 15%.
2) To keep public interested towards products of the organization.
3) By the end of the event make the audience informed about the latest changes in the
development of the organization
4) By the end of the event to interest potential investors
5) After the event to make product selling more effective by 10-15%
6) 90 members to attend on conference
7) 2-3 journalist to attend the conference
8) To be printed in such IT-oriented journals like “Haker”, “Hard’ n’ Soft” and “Upgrade” after
the conference
2.2 Influence objectives:
1) Giving precise and truthful information
2) Showing all advantages of our organization and encouraging partners to cooperate with us
3) To present the way of development of organization
4) To show our plans for future development
5) To show our accomplishments
6) To create trustworthy atmosphere
7) To prepare good press kit and invite journalists
3.1 Theme of PR program
"State, current problems and IT development tendencies".
The conference is held for deliberating current problems in the world of IT technologies and
tendencies of developing IT technologies. On this conference such problems are going to be
discussed:
1. "Internal and external factors of the crisis";
2. "Actual questions of taxation in the information technology sector of Ukraine";
3. "State and Trends of IT market in Ukraine".
Info materials:
• Press-release
• Information about the organization
• Report video from the conference
• Brochure
• Photographs

7. 3.2 Schedule
Schedule for guests
Time Event Comments
13.00 Meeting at VIP room Dress-code: business-casual
13.15 Registration Don't forget your badge
13.30 Start of the conference (Part1) Questions:
"Internal and external factors of crisis"
"State and Trends of IT market in
Ukraine".
(Conference room - 152, 2nd
floor)
15.00 Coffe break
16.00 Continuation of the conference (part 2) "Actual questions of taxation and
Trends of IT market in Ukraine"
18.00 Question/Answers session
19.00 Supper At hotel's restaurant
20.30 Closing of the conference
22.00 Party At the penthouse (attendance is
optional)
Working plan for preparing of the conference
Objective Due
date
Responsible
person
1 Preparing of the presentation 20.10.11 Baykalov A.
2 The developing of presentations conduct 23.10.11 Taran D.
3 Making the list of participants 24.10.11 Vaschenko S.
4 Sending of invitations to participants 26.10.11 Korytko M.
5 Preparation of flyers and badges 29.10.11 Sadoviy I.
6 The list of speakers at the conference 31.10.11 Vaschenko S.
7 Preparation of Press release 01.11.11 Vaschenko S.
8 Press invitation
- the list of invited representative of Media and invitations
- sending of invitations
- repeated sending of invitations
- registration of representative of Media
03.11.11
Korytko M.
Baykalov A.
Taran D.

8. 9 The preparing of info materials for participants and Media 06.11.11 Baykalov A.
10 The order and organization of food for representative
- coffee breaks
- buffet table
08.11.11 Korytko M.
11 The preparing of apparatus and equipment for conference 15.11.11 Vaschenko S.
12 Departure of guests to hotel “Premier Palace” 15.11.11 Taran D.
13 Preparation of an order of conducting conference
20.11.11
Taran D.
Sadoviy I.
14 Copying of materials for conference 21.11.11 Baykalov A.
15 Preparation of materials for participants and Media 21.11.11 Sadoviy I.
16 The delivery of information material to hotel
22.11.11
Vashenko S.
Taran D.
17 Registration of guests 22.11.11 Korytko M.
18 Organization of transport
23.11.11
Sadoviy I.
Vashenko S.
19 Financial calculations 23.11.11 Sadoviy I.
20 Final check out
23.11.11
Taran D.
Baykalov A.
Vaschenko S.
3.3 Information for non-controllable Mass Media
We can’t control mass media that we won’t pay money. But we need to be sure that they won’t
spoil our reputation. So we will prepare an article as a response to different situations. Here is
estimated plan:
1. Introduction – Describe the recent rumors and articles
2. Body - Explain the cause of negative articles. Create single consistent message on which
we want people to focus.
3. Conclusion – Finish our message positively; show that we are open to media and press.
3.4 Communication principles
Our main communication principles:
• No speeches should be done without consulting with PR specialists.
• Tell the truth.
• Be polite.
• Remain calm, patient and good-humored.
• Be aware sensitive issues (aware of racism, sexism, etc.).
• Speaker should know his audience.
• Speaker should know his purpose.
• Speaker should know his topic.
• Anticipate objections.
• Achieve credibility with your audience.
• Follow through on what you say.
• Use different communication techniques.
Our main goal in communication principles – to put our information right in minds of our clients, to
achieve trust.

9. 3.5 Materials for controllable Mass Media
1. Press Release
2. Brochure
3. Articles
Questions which will be held on the conference:
1. "Internal and external factors of the crisis";
2. "Actual questions of taxation in the information technology sector of Ukraine";
3. "State and Trends of IT market in Ukraine".
Publication and publishing houses in the IT sector:
• Channel Partner Ukraine, www.cp-ua.com
• Computer World/Ukraine, www.computerworld.com.ua
• EasyCom, http://www.easycom.com.ua
• EPLUS, http://eplus.com.ua
• CRN/Ukrainian Edition, www.crn.com.ua
• hi-Tech World of connection, www.telecom.com.ua
• ІТ-Manager, www.it-manager.kiev.ua
• it:times, www.it-times.com.ua
• ITC, www.itcpublishing.com/ua
• PC Week, Ukrainian Edition, www.pcweek.ua
• PC World Ukraine, www.pcworld-ua.com
• proIT, www.proit.com.ua
• Director of informational organization, www.comizdat.com
• Logistics and distribution, www.ukrlogistica.com.ua
• DC-contact, http://ht.ua/pro/dkz
• Komizdat, www.comizdat.com
• Corporated Systems, www.comizdat.com
• Computer Review, www.ko-online.com.ua, www.itcpublishing.com/ko/
• Networks and business, www.sib.com.ua
• Networks and telecommunications, www.seti.com.ua
• SoftPress, www.softpress.com.ua
• Telecom. Telecommunications and Networks, www.telecom.com.ua
• Ukrainian telecommunications portal http://portaltele.com.ua/

10. 4. Evaluation
• While the conference we received a lot of questions, which means that public was interested in the
information we brought
• Thanks to the press releases we have managed to bring more attention to our organization through
press releases
• Our site attendance level raised by 10% on the next day after the conference
• Several international companies are considering on cooperation with our organization in order to
develop business climate in Ukraine.
• 89 of 90 members attended the conference
• Level of product ordering and selling have risen by 10%
• 5 journalists attended the conference
• Even though we didn’t stress our promotional strategy on internet, we had a lot of positive
references in such social networks like LinkedIn and Facebook.
• By the end of the conference 90% of handout materials were given out
5. Budget
Expences Price (UAH) Quantity
Total Price
(UAH)
Rent:
Conference
hall 2800 per hour 4,5 hours 12600
Rooms in hotel 3348 per apartment 15 50220
Penthouse 1500 per hour 3 hours 4500
Bus 400 per day 1 400
Total 67720
Food:
Coffee 90 per pack 3 packs 270
Tea 80 per pack 3 packs 240
Sweets 110 per box 5 boxes 550
Cakes 35 per pack 4 packs 140
Total 1200
Print materials:
Badges 6 per badge 90 badges 550
Brochures 10 per brochure 50 brochures 500
Posters 12 per poster 54 posters 650
Tables 8 per table 47 tables 380
Press kit 5 per kit 10 kits 50
Total 2130
Total cost 71050
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11. 6. Press Kit
• Press release
• Information about the organization
• List of quotations
• Biography of CEO
• Copy of logo
• Brochures
• Article
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12. 6. Press Kit
• Press release
• Information about the organization
• List of quotations
• Biography of CEO
• Copy of logo
• Brochures
• Article
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