Civic Diplomacy Hub: Results of the pilot program for Ukrainian ambassadors

In late 2025, the Lviv Media Forum, with support from the Erste Foundation, launched the Civic Diplomacy Hub. This pilot program is designed for professionals who engage with international audiences daily to represent Ukraine and are seeking the strategic tools, narratives, and confidence to amplify their impact.  

More than 20 participants from various fields joined the program to bridge the gap between their international advocacy and the support they need to succeed. Based on a needs assessment conducted by our research department—including 12 intensive interviews and three focus groups—we designed the training to directly address the specific obstacles Ukraine’s 'civic ambassadors' encounter in their daily work.

Three days of connection: Strengthening the advocacy community

The training took place from November 28–30 at the European Hub in Kyiv. A primary objective of the pilot was to move beyond digital interaction and bring participants together in a shared physical space.

"For this pilot program, the in-person component was essential. Three full days together create a completely different dynamic; participants don’t just listen to lectures—they truly interact,” explained Ola Myrovych, Head of the Lviv Media Forum, in an interview with Platform. “The program is designed so that from the very first hours, they can speak openly about their challenges, the barriers to effective international dialogue, and their personal experiences. This fosters a profound new level of empathy and mutual understanding."

The first day focused on establishing common ground. Alongside Dr. Iryna Eihelson, a conflict specialist and facilitator, participants explored their professional experiences, upcoming goals, and shared obstacles. Through practical exercises, the group examined the role of emotions in advocacy, addressing issues like compassion fatigue, the feeling of invisibility, and the systemic barriers that prevent Ukrainian voices from being heard.

The impact was immediate for many. Marta Fedetska, a communications specialist at the Lviv City Council, noted that the program helped her better navigate emotional triggers and respond effectively to provocative questioning. Similarly, Svitlana Myronchuk, communications manager at the Raphael Lemkin Society, shared that the training provided her with "stronger arguments to counter biases when communicating on sensitive topics such as war crimes and genocide."  

The second day shifted focus toward intensive practical application. Participants engaged in Oxford-style debates, refined their ability to articulate clear policy positions, and perfected "elevator pitches" tailored for high-level encounters. The sessions also demystified the mechanics of networking within complex international settings. Iryna Domnenko, a communications specialist, provided a toolkit for effective debating and assertive advocacy. Kateryna Ryabiko, an expert in innovation diplomacy, shared her extensive experience navigating international organizations, offering a roadmap for how advocates can find their unique voice and influence within these global structures.

“The practical tools for developing ideas and projects—specifically the pitch deck, one-pager, and elevator pitch—have been incredibly valuable,” said Alina Rohach, Project Manager for Spain and Latin America at the Transatlantic Dialogue Center. “These are exactly the formats I plan to use consistently to present my initiatives to partners, donors, and stakeholders. They allow me to communicate the essence and value of a project quickly, clearly, and professionally.”

The final sessions shifted the focus toward the power of communication. Inna Kalinina, PR Director and cultural diplomat, joined strategic communications expert Olena Lobova to lead a deep dive into visibility, trust, and narrative. Together, they explored how to distill complex ideas into clear, compelling messages and addressed a fundamental yet often challenging question for advocates: 'Why is a personal brand essential for international influence?

 “This program helped me define the clear objectives and focus of my project, both within the framework of our civic initiative and through my own personal brand. It allowed me to transform those ideas into a concrete roadmap,” said Marharyta Sytnik, co-founder of the civic initiative “Holka.”

The program brought together a total of 22 high-level participants, including civil society leaders, communications experts, and project coordinators. The cohort represented a wide spectrum of international organizations, embassies, and NGOs, including:

From training to impact: launching personal strategies

The in-person workshops were only the beginning. Following the Kyiv sessions, participants moved into a specialized mentorship phase, working one-on-one with experts to refine their individual communication strategies. The focus remained on personal branding and developing more persuasive narratives about Ukraine for a global audience. The program culminated in an online showcase where each participant presented their finalized project.

Journalist Hryhorii Pyrlik highlighted the tangible results of his consultations with mentor Olena Lobova:

“Together with Ms. Lobova, we developed a concrete communication plan that I am now implementing. I’ve committed to weekly LinkedIn updates, growing my presence on Threads, and actively networking within my field. The results were immediate: two LinkedIn posts regarding Ukraine-Central Asia relations in early 2026 garnered over 1,200 views and several high-value professional contacts—engagement I had never experienced before.”

The final session featured a guest lecture by Nobel Peace Prize laureate and human rights activist Oleksandra Matviychuk. She shared a strategic framework for building a coherent international narrative, emphasizing the need to place Ukraine’s struggle for freedom within a global context. Her core message was the importance of humanization: ensuring that Ukraine is perceived not merely as a news headline, but through the lens of lived human experiences.

The Civic Diplomacy Hub has evolved beyond its formal sessions. Participants are already implementing new approaches and collaborative plans for 2026. In an unexpected and promising development, the graduates have initiated their own Oxford Debate Club to continue honing their skills in argumentation and public speaking.

The Lviv Media Forum remains committed to expanding this support system for the activists and professionals who represent Ukraine’s interests on the world stage.

The Civic Diplomacy Hub project was implemented by the Lviv Media Forum with the generous support of the ERSTE Foundation.

Photo credit: Diana Deliurman