Brain drain in media and PR: one of Ukraine’s biggest challenges amid war, says expert
Source: Bukvy
The war in Ukraine has triggered a massive brain drain from the media and PR industries, posing one of the sector’s biggest challenges, according to media expert and executive of National Association of Media, Kateryna Myasnykova. The mobilization of employees in the sector, particularly technical personnel taking care of alert systems and transmitters, has led to a significant shortage of skilled workers.
At the same time, many communication professionals who left Ukraine at the start of the invasion have secured jobs in Western Europe, with little hope of their return anytime soon. This exodus is adding to the woes of the industry, as it continues to lose key talent crucial to its ongoing operations.
Adding to the strain, the advertising market has shrunk dramatically with media outlets relying heavily on ads for revenue among the hardest hit. The media crisis has already led to the closure of several online platforms and even major players in the television sector.
Myasnykova also stressed the critical need to preserve hyperlocal and local media, which serve as vital platforms addressing community issues. Their disappearance can leave a void, with few digital platforms left to cover local problems.
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