Khrystyna Savchuk is a Senior PR Manager at OBRIO, a Ukrainian product IT company from the Genesis ecosystem of businesses. Developing a company's and brand's PR from scratch, holistically evaluating PR activities before launch, and communicating the value of PR to CEOs and C-Level representatives — these are the challenges that PR professionals often face in their work. During the lecture, we will talk about - what should be done before launching each PR activity; - how to start PR in a company at a new workplace; - what should be taken into account when making decisions on the implementation of PR initiatives; - why business goals are the basis for any communication manifestations; - analyze effective approaches to communicating about PR with CEOs and C-Level representatives; - what steps should be taken before launching PR activities; - We will also consider practical cases of useful and (un)useful communications for business. The lecture will be useful for PR managers, specialists, and heads of communications departments who: - Start a new project; - setting up processes in a new company; - launching a PR department from scratch.