From Crises to Solutions: How Ukrainian Business Adapts to Telegram Challenges and Whether the State is Ready to Close the Platform

3 December 2024 18:10

EXCLUSIVE

Kyiv hosted a discussion panel organized by Kommersant Ukrainian on “TELEGRAM WARS in Ukraine: How to Survive Cyberbullying and Save Your Company. Business Stories and the State’s Position”. The event brought together representatives of business, government and media to discuss the problems and challenges associated with the use of Telegram as a tool of hybrid warfare and cyberbullying. During the discussion, experts focused on:

the role of Telegram channels in disseminating information in times of war;
threats of anonymous information attacks;
business protection strategies and the government’s position on regulating the platform.

How to preserve reputation, avoid manipulations and adapt to modern information challenges – in the article by "Komersant Ukrainian".

During the first Discussion Panel “Cyberbullying – Business Experience,” Oksana Shcherbak, editor-in-chief of Kommersant Ukrainian and moderator, emphasized that Telegram has become a key tool for informing during the war:

“In the first months of the war, Telegram channels performed a very useful function, reassuring us and providing up-to-date information, ahead of television and radio. But today we see that this tool is being actively used in hybrid warfare, in particular by Russia, as well as in internal corporate wars,” Oksana Shcherbak

According to Shcherbak, the lack of regulation and accountability in the work of most Telegram channels leads to numerous abuses, which requires the attention of both the state and business.

Yulia Lavryshyn, a journalist at Detector Media, stated that Telegram is the most convenient platform for consuming news, but at the same time, its main problem is anonymity. According to Lavryshyn, the key threat is the use of anonymous Telegram channels for information attacks that can be used not only against businesses but also for political disinformation, especially on the eve of elections.

“After the war, there is a risk that Russian special services will start massively financing information attacks through Telegram channels, threatening the democratic process in Ukraine,” Yulia Lavryshyn

Oleksandr Sokolovskyi, founder of the Textile-Contact group of companies, in turn, shared his experience in combating cyberbullying and black PR.

“Telegram channels have become a kind of media business, where people make money on black PR, paid publications or blocks. We have faced cases when we were attacked to knock us out of tenders or discredit us in front of our partners. These are not only business problems, but also manipulations of public opinion,” said Sokolovskyi

He also emphasized that sometimes an information attack is only the first wave before law enforcement actions.

“First, there is an information attack via Telegram that creates a negative image, and then law enforcement or competitors appear, trying to cause real damage to the business,” said Sokolovskyi

Telegram has become a key source of information for Ukrainians, but at the same time it has caused new problems in the field of media and PR. Experts also discussed the impact of this platform on the information field and adaptation strategies.

Yulia Chudnovets, PR Director of the EPICENTER Group , emphasized that companies must adapt to the rapid dissemination of information in Telegram, where news is spread almost instantly.

“If earlier brands had at least two hours to react, now they don’t even have two minutes. But telegram channels have changed the approach to informing: it is short, fast and systematized,” said Yulia Chudnovets

Chudnovets also divided Telegram channels into “white” and “dark” ones, emphasizing the need to cooperate with trusted information resources.

The state’s position or why Telegram pressure has become the norm

During the second discussion panel “The State’s Position or Why Telegram Pressure Has Become the Norm“ , Taras Shevchenko, Deputy Minister of Culture and Information Policy of Ukraine (2020 – October 2024), founder of the Center for Democracy and Rule of Law , noted that Telegram channels in Ukraine operate in an unregulated area, which creates significant challenges for the state.

“In Ukraine, it is almost impossible to take the experience of European countries as an example, because the consumption of news from Telegram channels is a unique situation. In Ukraine, Telegram is in the first place in terms of news consumption, and this area remains outside of proper regulation,” emphasized Taras Shevchenko.

Taras Shevchenko also emphasized the need to introduce a taxation system for Telegram channels that earn money from advertising or other commercial activities:

“If a telegram channel sells advertising, earns money and pays employees, it should be a transparent business that pays taxes. This is a basic rule that the state should monitor,” emphasized Taras Shevchenko.

Another important aspect of the discussion was the issue of ethics in the Telegram space. According to Shevchenko, this sphere is not sufficiently integrated into the general media community, which is why there are no ethical standards that would ensure the quality of content, Shevchenko summarized.

Alyona Matveeva, spokesperson for the Bureau of Economic Security (BES), emphasized the problem of manipulations that are often carried out through telegram channels. On the one hand, the spokesperson stated that information published in telegram channels, after a thorough check, can be the basis for opening criminal proceedings. On the other hand, timely communication with the public is important, as the dissemination of information in telegram channels often outpaces official statements:

“We have not yet completed the search, and Telegram is already spreading information. In such circumstances, law enforcement agencies are forced to respond quickly and communicate to avoid spreading false information,” explained Aliona Matveeva.

Denys Shkvarovskyi, Partner at VB Partners, Head of Sanctions Practice and moderator of the panel, shared his own experience as a lawyer.

“Unfortunately, if you don’t work on your reputation, someone else will – competitors, the state or raiders. For example, this year our company became the target of an information attack. We understand that reputational risk can be a key factor in protecting both business and personal interests of our clients. Therefore, I urge everyone not to delay the development of their own reputation strategy and to be prepared for information challenges,” Denys Shkvarovskyi

Galyna Yanchenko, Member of Parliament of Ukraine, Head of the Parliamentary Special Commission on Investor Protection, raised the question: should Telegram be closed to avoid threats? The parliamentarian noted that she does not understand those who raise the issue of sanctions and the closure of the platform in general. Yanchenko is confident that any technology or tool can be used for good or bad, depending on the intentions of users.

“Before the advent of telegram channels, there were all kinds of ‘cisterns’ like Antikor, but it used to be a website, and now it’s a telegram channel. If the platform is banned, some other story will emerge,” Halyna Yanchenko

Yanchenko summarized that the fight against the platform itself will not solve the problem, but the company’s reputation and brand may be the key.

“My suggestion is to pay more attention to information security, reputation and transparency of information sources. This includes developing a personal brand, regular presence on social media, and active communication,” Galyna Yanchenko

You can’t be silent when you can’t speak

During the third discussion panel: “Silence is not an option”, a lively discussion took place on strategies for protecting businesses from Telegram crises, and cyberbullying in particular.

Olena Derevyanko, co-founder and partner of PR-Service Agency, Vice President of the Ukrainian PR-League, Doctor of Economics, Professor, emphasized the following:

“Modern business should develop reputation protection strategies in advance, including monitoring, analytics and crisis plans.
Telegram is just a channel, not an absolute source of crises.
The key is to build trusting relationships with stakeholders and avoid economic losses due to reputational risks.

“You don’t need to focus on Telegram to solve crises. Reputational risk becomes dangerous only when trust is violated and economic losses are significant,” Olena Derevyanko

Olena Zubarieva, Director of Strategic Communications and Development at TERWIN Corporation and Ruslan Shostak Charitable Foundation, focused on ways to resolve crises and how to respond to them.

Telegram is a powerful tool for creating crises, but their resolution depends on the company’s readiness to respond.
The state can intervene, but the main role is played by the team and the promptness of the business response.

“A crisis can occur on any channel, but the key is how the business is ready for it,” Olena Zubareva

Darya Suhenko, co-founder and creative director of Trembita PR, in turn, emphasized the importance of reaction and sources of crises.

Sources of crises are divided into natural (internal problems) and artificial (initiated by opponents).
Telegram is just one of the platforms used for attacks.
It is important to understand the types of risks, identify weaknesses in advance, and develop customer communication strategies.