How Reply is helping PR Army spread the truth about the war in Ukraine
Julia PetrykCo-founder of PR Army
PR Army is a volunteer organization of communications professionals, created in response to Russia’s invasion of Ukraine. The initiative counts 400+ members, including the PR leaders of well-known Ukrainian companies. Its goals are building a strong Ukrainian presence in the global information space, combating Russian propaganda, and stopping Russian-affiliated businesses.pr.army
Julia Petryk is the co-founder of PR Army. She has over 15 years of experience in digital marketing and digital tech PR. Julia is a PR Daily Award Winner, a lecture and a founder of Tech PR School.
On February 24, like millions of other Ukrainians, I woke up to the sound of explosions and air raid sirens. After the first shock from the news subsided, PR professionals in my network sprung into action.
What later became PR Army, started as a chat created by a handful of volunteers. One of us suggested pitching the networks of media contacts, which every PR manager in the group had, to spread urgent news about Ukraine and counter Russia’s disinformation. We needed to act fast, at an unprecedented scale. Because events were unfolding at the speed of light, our volunteers had to reach out to thousands of international reporters every day. We were swamped with emails.
Reply helped us clear the fog of war when it mattered the most.
Reply gives us the ability to save time and get things done faster, which is crucial for our team. After all, we’re juggling volunteer work and our full-time jobs, while having to go to bomb shelters multiple times a day.