War next door 1.

Millions of refugees, billions of euros of damages, skyrocketing fuel and gas prices in Europe. Russian-Ukrainian war causes a major global crisis. Due to its closeness to the conflict zone, CEE region markets have to face even harder blows. IdeaBank has asked a few PR agency professionals in neighboring countries about the current situation in their markets. Patrik Schober, managing director of Prague-based PRAM Consulting answered our questions.

What are companies/brands doing in the current war situation in your markets? How do they react? Average people have given a lot (via charity organizations): 50m euros during only one week. Companies also started to do lots of things: they give money, food, hygiene products all necessary stuff besides providing free transport or accommodation for Ukrainian refugees. There was a newspiece in Czech media just the other day that one of the leading banks build a huge shelter for refugees. In the world of companies, the big question is: what happens next? I believe refugees arriving to CEE region or other parts of Europe won't go back home in the next couple of years. This is going to have a significant effect on company world: they can change workforce situation or even they can motivate companies to create tailormade products and services for them.

What is the media doing? How are the media reactions to the war situation in your markets? As for communication, the media space is dominated by war crisis news pieces. I believe companies have to show leadership in this situation. Even if the company itself is not affected directly it should show a good example to stakeholders and prove that it deserve the money of the consumers/partners/customers. The situation is extremely hard for those companies which have some sort of links to Russia or Ukraine. On the one hand they could lose a huge amount of investment and they must be even more concerned than those companies which are not directly affected. A good example is ExpoBank in our country which is a Czech company, but the ownership is Russian. They are not affected directly by financial sanctions, but they must be very strict and honest in their communication in our market. It seems that they are successful, and customers believe them.

About PRAM Consulting In 2002, Patrik Schober founded PRAM Consulting to deliver business momentum on arrival for international organizations. The agency talks to clients about providing new impetus in their business or gaining more market share. PRAM brings new activities to organizations to help them become leaders in their field. The ability to lead an organization or entire market can be captured in one word – leadability. And, delivering leadability for clients is central to everything the company does. The company is member of Worldcom PR Group, Czech PR Association, Czech Camber of Commerce and a few other associations.

Patrik Schober Patrik graduated from International Relations and Social Communication and completed internships at Holmes College in Sydney and the University of California Irvine. He began his career at publishing house Computer Press. Patrik is founder and Managing Partner of PR agency PRAM Consulting, he is a Chairman of the Board of Czech PR Association and in the past he was Chairman of the group of independent PR agencies Worldcom. He was awarded as PR Personality in 2018 and with his team he has won several global and local PR awards. Patrik lives with his family in Prague and he is long distance runner.