PR & GR expert · Kyiv / worldwide

Top media should
know about you.
People should understand and trust you

01Communication strategy02Personal branding03Crisis communications04Media relations

Медіабрифінг під час презентації державного цифрового сервісу

Спілкування з журналістами під час Diia Summit

About

Communications that
change behaviour.

Alesya Didenko is a PR & GR expert and former Head of Communications at Diia. I help businesses and leaders become visible, build and protect their reputation in a crisis, and earn consistent coverage in top-tier media. I create strategies and communications that build trust, change behaviour and bring important issues into the national conversation.

My experience spans government, business, international organisations and media. I specialise in crisis communications for business: reputation risk assessment, response scenarios, statements and Q&As, spokesperson preparation and real-time crisis support. I make complex ideas easy to understand, build trust across audiences and turn communication into a tool for real change.

My professional path runs from the press office of the Dnipropetrovsk Regional State Administration and journalism to national information campaigns, work at a creative agency and strategic communications for major businesses. For three years, I led communications for Diia at Ukraine’s Ministry of Digital Transformation. I have also launched nationwide social campaigns on cybersecurity, COVID-19 response, domestic violence prevention, family-based care and mutual aid during the energy crisis—in partnership with government, international organisations, businesses, media and opinion leaders.

15+years in journalism, PR and communications

3 yearsleading communications for Diia

10+nationwide social campaigns reaching millions

My principles

Audience insight
Trust
Humanity

I do more than develop a strategy—I know who to bring in to make it work.

Over the years, I have built a broad network across government, business, media, creative industries and opinion leaders. You do not have to search for vendors or coordinate dozens of people yourself: I can assemble the right specialists and help deliver the strategy.

Алєся Діденко працює над комунікаційними матеріалами

01 / Cases

More than publicity.
A shift in perception.

I work where communications must explain complexity, build trust and support business goals.

Робочий візит разом із представниками бізнесу

01GovTech · national product

Diia

For three years, I led Diia’s communications as it scaled from a new app into Ukraine’s flagship digital public service.

2→19M+audience growth in three years

100+document and service launches

160,499media stories about Diia

517.8Mcombined media reach

Challenge: Make complex public services clear to millions of Ukrainians, build trust in the digital state and maintain one consistent brand voice through COVID-19, the full-scale war and a constant stream of launches.
What I did: I led Diia’s communications: developed positioning and key messages, communicated 100+ document and service launches, built media relations, prepared speakers and coordinated broadcasts, interviews, podcasts, lectures and crisis response. I also developed communications with government bodies, international partners and businesses integrating Diia.
Result: In three years, Diia’s audience grew from 2 million to more than 19 million users, while 4,000+ businesses integrated the app. Media published 160,499 stories about Diia with a combined reach of more than 517 million. The team launched 100+ services, and Diia became Ukraine’s leading public service and an internationally recognised GovTech product.

Strategy
Media relations
Launches
Crisis communications

02Agribusiness · FMCG

Avesterra Group

I am building Avesterra Group’s corporate reputation—from communication strategy and crisis response to executive visibility, investment projects and a consistent presence in top-tier media.

€75M+investment programme communicated publicly

25 countriesexport footprint

1,500+employees represented in the corporate story

top 4poultry producers in Ukraine

Challenge: Bring the corporate brand out from behind its product brands, create a clear group voice and protect its reputation during information attacks. Show the scale of the business, wartime investment, technology, export potential and importance to Volyn and Ukraine.
What I did: I developed an integrated communication strategy, positioning and message architecture for the corporate brand, product brands and speakers. I lead crisis communications, CEO PR and expert positioning through interviews, op-eds, television, podcasts, speaking engagements and production reports. I also communicate major investments, EU exports and the work of the AVESTERRA charitable foundation.
Result: Avesterra Group moved from fragmented publicity to systematic corporate communication. The company and its speakers now appear in Forbes, Ekonomichna Pravda, Interfax-Ukraine, RBC-Ukraine, Latifundist and national television. Its public narrative consistently connects the brand with investment, modern production, jobs, exports, food security, social responsibility and community support.

Corporate PR
CEO PR
Crisis communications
Media relations

Команда Avesterra Group біля виробничого комплексу

03Energy · infrastructure

Inventum Ukraine

I am relaunching communications for an engineering company from frontline Sumy and positioning it as an expert in energy recovery and critical-infrastructure resilience.

Challenge: Make 17 years of engineering expertise, 465+ completed projects and the team’s wartime work visible. Shift the conversation from reputation attacks to reconstruction, cogeneration, decentralised generation and Ukraine’s energy security.
What I did: I audited the company’s media presence and developed an integrated communication strategy around the positioning “Engineering Resilience.” I created the message box, crisis scenarios and counter-narratives, and I develop the founders’ personal brands through columns, interviews, television, podcasts and speaking engagements.
Result: Top-tier media coverage and positive sentiment now consistently strengthen the association between the company, energy recovery, cogeneration and Ukraine’s energy resilience.

B2B PR
Strategy
Crisis communications
Personal brands

04Development · real estate

Ino. The Developer

I built the public communications of a development company and the personal brand of its owner from the ground up—from positioning to systematic media presence.

Challenge: The company and its owner had almost no public profile. They needed distinctive positioning, a clear explanation of full-cycle development expertise and topics that could support consistent engagement with media, partners and the professional community.
What I did: I created the communication strategy, positioning, message architecture and media plan. I developed the owner’s personal brand, expert themes, biography and key messages, and prepared interviews, op-eds, public speaking topics, market research stories and pitches for national media.
Result: The brand gained a clear public identity and its owner a consistent expert position. The company entered the conversation around full-cycle development, urban recovery and socially responsible projects, supported by a repeatable system for media visibility and partnerships.

Real estate PR
Strategy
Personal branding
Media relations

05Hospitality · hotel business

Ribas Hotels Group

I built a systematic PR presence for the hotel group and turned its leaders’ expertise into media capital that supports reputation, partnerships and business growth.

Challenge: Unite corporate news and executive expertise into one communication system, make the brand a regular voice on hospitality, investment and management, and connect visibility with business objectives.
What I did: I developed the communication strategy, positioning, expert-topic matrix and key messages; led media relations and systematic pitching; created news opportunities; prepared speakers for interviews, comments, op-eds, podcasts and public events; and developed leaders’ personal brands.
Result: Top-tier media coverage, a consistent PR presence and stronger speaker recognition gave the company clear entry points into the news agenda and helped support new partnerships and leads.

Hospitality PR
Strategy
Media relations
Personal brands

Алєся Діденко виступає на сцені професійної події

Алєся Діденко вручає нагороду на професійній події

02 / Services

From meaning—
to impact.

Communication strategy

Audit, positioning, audiences, message box, channels and a clear action plan.

Personal branding

Public positioning for CEOs and experts: themes, bios, op-eds, interviews, podcasts and speaking engagements.

Media relations

News hooks, pitches, comments and stories with genuine editorial value—not disguised advertising.

Crisis communications

Response scenarios, Q&As, holding statements, spokesperson preparation and real-time support.

Ongoing PR support

An external communications function for your business—from strategy to daily execution.

Content and public speaking

Op-eds, interviews, presentations, talking points and speeches that sound natural and persuasive.

Wikipedia and digital reputation

Notability assessment, source research, content structure and specialist support for responsible page development.

Reputation audit and monitoring

Information landscape research, risk analysis, sentiment and reputation influence points.

Events and speaker preparation

Public events, media training and preparation for interviews, speeches and difficult questions.

Special projects and partnerships

Media special projects and engagement of partners, ambassadors and opinion leaders.

Ways to work together

One-off project, strategy session or monthly PR support.

Scope and team are tailored to the challenge—never packages for the sake of packages.

03 / Media

I know what
editors need.

More than 15 years in journalism and PR taught me one essential rule: a strong story starts not with a brand or speaker wanting to “say something,” but with real value for the audience.

“I find the strong story—in a business, a person’s expertise or a socially important project—that an editor will want to open and a reader will want to finish.”

04 / Contact

Have a challenge?
Let’s talk.

+38 096 752 62 63 your@email.com Telegram Instagram Facebook