DATE
31 October – 1 November 2026
Duration: 6 sessions, 2 days
FORMAT
online/offline, Kyiv
10 Dobrovolchykh Batalioniv St.
COURSE AUTHOR
Hanna Malyar
COST
23,000 UAH
A practical course on building trust, public reputation and professional influence
Reputational assets in politics and the civil service
One speech, one post, one careless remark — and years of work building your reputation can be lost in a single day.
The programme focuses on reputational capital, which builds lasting trust in your competence, values, decisions and ability to act in the public interest — without letting image take the place of actual results.
Who is the program for?
The program is designed for those who wish to systematically develop their personal brand as a resource for public trust and responsible leadership.
- Candidates and current civil servants: candidates for positions in the civil service and local government, as well as civil servants and officials seeking to develop their professional standing.
- The political sector: members of political teams, prospective candidates and elected officials.
Expert community: experts seeking to transition from professional visibility to responsible public leadership. - Two learning pathways within the programme:
– Political pathway: public standing, representation of interests, policy competition, mobilisation of support and accountability to voters.
– Civil service track: professional competence, political impartiality, evidence-based decision-making, quality of engagement with citizens and institutional trust.
Added value: the group comprises members of political teams, civil servants and elected officials at the same level. This provides an environment for networking that is rarely available outside of closed programmes.
PROGRAMME CONTENTS
A comprehensive course comprising 6 practical sessions on building trust and public leadership
Session 1. Personal branding as a form of public trust capital
You will explore the distinction between a politician’s brand, a civil servant’s professional reputation and an institution’s authority, and conduct an initial audit of your own reputation, digital footprint and areas of vulnerability.
Session 2. The personal brand matrix: positioning, audiences and meanings
You will identify a public issue that you are capable of resolving, your target audiences and your value (or professional) proposition.
Session 3. Perception management and self-presentation for public leaders The psychology of first impressions, protocol, speaking style and non-verbal communication — without theatrics or manipulation.
Session 4. Public communications – how to manage your public image
Working with the media and social media, content planning, countering online abuse, disinformation and information attacks.
Session 5. Reputation management and career strategy
Reputation as an accumulative asset: integrity, conflicts of interest, political impartiality, types of crises and a model for restoring trust.
Session 6. Workshop: the full brand-building cycle for a hypothetical client. An end-to-end case study from reputation audit to development plan — practising critical and impartial analysis, which you will then apply to your own brand.
Course author
Hanna Malyar
An expert in public leadership, reputation management and legal and ethical boundaries in the civil service and politics. The programme is structured around distinguishing between political, professional and personal communication in order to prevent reputational risks and systematically build public trust.
Secret guest
A well-known politician and Member of Parliament
Learning outcomes upon completion of the course
- Defined positioning — a clearly defined public role in line with the chosen level of activity (regional or national)
- Personal brand matrix — a completed tool setting out target audiences, values, evidence of competence and key messages
- Public communication system — a ready-to-use operational model for offline venues, the media and digital channels, including a personalised content plan
- Crisis Protection Map — protection against ethical, legal, digital and reputational crisis risks + a step-by-step algorithm for responding to information attacks
- Career Roadmap — a strategic plan with milestones for developing reputation, competencies and public presence
THE COST OF TRAINING
10, Dobrovolchykh batalyoniv Str., Kyiv
23000 UAH
For your convenience, we offer an online payment option. Register and pay in a way that is convenient for you. 