Kyiv hosted the fifth Business & Media networking brunch, organized by DII-Ukraine for representatives of independent media, businesses, and the communications community.
The discussion featured Alina Smyshliak-Boroda, Director of Reputation Management and CSR at Kormotech; Viktor Kishchak, Head of Digital at Forbes Ukraine; Olena Holub, Media Analyst at the Institute of Mass Information (IMI); Nataliia Stankevych, Chief Communications Officer at Vchasno Group; Serhii Mitiaiev, Co-founder and Editor-in-Chief of gagadget.com; and Anastasiia Matvieieva, Commercial Director at BlueBird Drones. The discussion was moderated by Mariia Vereitina, Head of Strategic Relations at DII-Ukraine.
During the discussion, participants examined the transformation of special projects in the media, new models of cooperation between businesses and newsrooms, transparent labeling of sponsored content, and ways to preserve editorial independence. Particular attention was paid to identifying partnership models that allow businesses to support independent media without influencing editorial decision-making.
The speakers also discussed how to produce business-related stories that serve the public interest, why partnership-based initiatives are increasingly replacing traditional sponsored special projects, and which approaches help media outlets remain valuable to their audiences while building long-term relationships with socially responsible companies.
Another key topic was the role of journalistic standards in cooperation with business. Participants stressed that editorial independence, transparency, and a clear separation between editorial and commercial content remain the foundation of audience trust. At the same time, businesses are increasingly looking beyond traditional advertising formats toward partnerships that help create socially valuable content while supporting the sustainability of independent media.
The Business & Media brunch series was created to provide a regular platform for dialogue between newsrooms, businesses, and communications professionals. Its goal is to help all sides better understand each other’s needs, establish transparent rules for cooperation, and develop partnership models that benefit both independent media and Ukrainian businesses.
