PR Army
PR Army is a Kyiv-based Ukrainian non-profit founded in 2022 that mobilizes 200+ volunteer communications professionals to connect international journalists, governments, and human rights NGOs with verified Ukrainian sources and advocacy campaigns during the Russia-Ukraine war.
- Company typePrivate
- Founded2022
- HeadquartersKyiv, Ukraine
- Headcount11–50
- GTM typeB2B
- OfferingServices
What PR Army does
PR Army is an independent Ukrainian non-profit strategic communications and advocacy organization founded on February 24, 2022, the first day of Russia's full-scale invasion of Ukraine, and headquartered in Kyiv. The organization mobilizes 200+ volunteer Ukrainian PR professionals to connect international journalists with verified Ukrainian sources, brief policymakers, and coordinate advocacy campaigns. Its primary users are international news outlets (PBS News Hour, France 24, Daily Mail, the New York Times, BBC, CNN, Financial Times, Washington Post), governments and intergovernmental institutions (NATO, the European Commission, the United Nations, and national parliaments), and human rights NGOs. Documented outputs include facilitating 18,533 media stories, securing $26 billion in US security assistance for Ukraine, and contributing evidence that supported sanctions on 23 individuals involved in forced deportations of Ukrainian children.
The organization's core service is intermediation: it translates frontline Ukrainian experiences into formats usable by Western media, policy, and advocacy audiences. Its technology stack centers on OSINT research methods, the LOOQME media monitoring platform (campaign reach across 74 countries), MuckRack for media relationship management, and Reply.io for outreach automation. Signature programs include the 'Where Are Our People?' deportation documentation platform (17 million reach in 34 countries), the 'Voices of Freedom' media campaign, the 'Disarm Russia' sanctions advocacy project, and 'The Ukrainian View' Medium blog. The organization has won a Platinum SABRE Award, PR Week Best in Crisis, ICCO Best Not-for-Profit, and AMEC recognition, among others, in 2023.
The business model is non-profit and grant-funded. All services are provided free of charge to beneficiaries. Revenue is sourced from three streams: public donations via the WayForPay payment system on pr.army; foundation and government grants (USAID, Next Level Initiatives, Heinrich Böll Foundation, EU institutions); and project-based partnerships with organizations such as IWPR, Georgetown University, and various civil society coalitions. The organization employs 35 staff alongside 200+ volunteers and does not pursue equity capital or disclose external funding rounds.
PR Army firmographics
Firmographics- Name
- PR Army
- Legal name
- Public Organization "INTERNATIONAL UNION OF COMMUNICATION PROFESSIONALS 'PR ARMY'"
- Website
- https://pr.army
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PR Army is a Kyiv-based Ukrainian non-profit founded in 2022 that mobilizes 200+ volunteer communications professionals to connect international journalists, governments, and human rights NGOs with verified Ukrainian sources and advocacy campaigns during the Russia-Ukraine war.
- Ownership category
- akta.pro rank
PR Army industry classification
Industry- Product category
- Strategic Communications and Advocacy Services
- NAICS
- Public Relations Agencies (541820), Public Relations Agencies (54182), Social Advocacy Organizations (8133), Media Representatives (54184)
- SIC
- Services-Engineering, Accounting, Research, Management (8700), International Affairs (9721)
- akta.pro primary industry
- PR, Reputation Management & Earned Media Platforms (BPAMALAO)
- akta.pro secondary industries
- Event PR & Communications Support (BPAFADAO), Peace, Security & Arms Control Organizations (BPADAAAF)
Keywords
Where PR Army is headquartered
LocationHeadquarters
- HQ city
- Kyiv
- HQ country
- Ukraine
- HQ region
- Europe
Offices1 record
Markets served
PR Army business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Donations and Fundraising: PR Army accepts donations through their website (WayForPay payment system) to support operational activities and campaigns.
- Foundation and Government Grants: The organization receives support from foundations and government programs including USAID, Next Level Initiatives, Heinrich Böll Foundation, and EU institutions.
- Project-Based Partnerships: Collaborative projects with partners like IWPR, Georgetown University, and civil society organizations to fund specific initiatives.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
PR Army product offering
Product offeringCore offering
PR Army is a volunteer-driven Ukrainian non-profit that provides strategic communications, media relations, and policy advocacy services. The organization connects international journalists with verified Ukrainian sources and witnesses, coordinates advocacy campaigns targeting legislators and governments, and documents war crimes including forced deportations. All services are delivered free of charge, funded by donations and grants from foundations such as USAID, Heinrich Böll Foundation, and Stichting Next Level Initiatives.
Product overview
PR Army is an independent Ukrainian non-profit strategic communications and advocacy organization, not a technology product company. The organization operates various campaigns and projects focused on countering Russian propaganda, exposing war crimes, and amplifying Ukraine's voice globally. Key initiatives include: the 'Where Are Our People?' campaign documenting forced deportations; the 'Voices of Freedom' media campaign featuring Ukrainian experts; analytical reports on historical propaganda; and the 'Ukrainian View' blog on Medium. These are advocacy and communications initiatives rather than software products or platforms.
Differentiator
Problem solved
Functional benefit
Brands
- Where Are Our People?: A global campaign aimed at exposing Russia's planned policy of forcibly deporting Ukrainians. The campaign collects, stores, and shares personal stories of Ukrainians who have been subjected to deportation by Russian troops.
- Voices of Freedom
- The Ukrainian View
- Disarm Russia
Quantifiable outcome
- 17 million people reached in 34 countries with 'Where Are Our People?' campaign in 2023
- +3 more outcomes
Companies that use PR Army
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
PR Army technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PR Army partnerships and signals
Strategic signalPartnerships
35 partnerships are on record, tiered core, key and minor.
- Plus CommunicationscoreCollaborative partner on the 'Fighting With Our Words' campaign that delivered accurate Ukraine updates to US media, helping secure seven significant US aid packages. The partnership established a news service for daily fact-checked news digests.
- UkraїnercoreLong-term collaborator on 'Where Are Our People?' campaign and deportation documentation. Produced explainer videos and articles on forced deportations published in multiple languages.
- War Against WarcoreCollaborated on video series about filtration camps and deportations as part of 'Where Are Our People?' campaign.
- Heinrich Böll FoundationkeyFunder and partner for 'Art for Freedom: Unseen Civilians' exhibition series in Paris, Lisbon, and Kyiv raising awareness about civilian hostages.
- PictorickeyCollaboration partner for 'Erased Histories' project on violent deportations under Russian Empire and Soviet Union, presented in Kyiv and Paris.
- Common Sense CommunicationskeyPartner on 'Art for Freedom: Unseen Civilians' exhibition project addressing civilian hostage issues.
- European Commission (EEAS)coreMeetings with EEAS Stratcom East team monitoring disinformation and Ukraine Division covering human rights and accountability issues. Discussed sanctions targeting CNC machines.
- NATOcoreSponsored research and presentation on historical Russian propaganda myths at NATO headquarters. Part of NATO-Ukraine Platform on Countering Hybrid Warfare.
- Georgetown University (Collaborative on Global Children's Issues)keyCo-hosted webinar on forcible transfer and deportation of Ukrainian children. Research fellow position created for PR Army historian Vladyslav Havrylov.
- IWPR (Institute for War & Peace Reporting)keySupporter of Voices of Freedom 2.0 project connecting Ukrainian experts with global media, resulting in 104 high-impact publications.
- BlueCheck UkrainekeySupporter of US delegation for deported Ukrainian children advocacy visit to UN Security Council and White House.
- Builders UkrainekeyCo-supporter of Ukrainian children's delegation to US, including Liev Schreiber, for advocacy on deported children.
- Ukraine 5 AM CoalitioncoreLong-term partner on political prisoners and deportation advocacy. Co-organized press conferences and 'A Drop in the Ocean' campaign.
- Crimea SOSkeyPartner in 'Deportation Crimea: Drop in the Ocean' campaign and advocacy on Crimean deportations.
- ZMINA Human Rights CentrekeyPartner in 'Deportation Crimea: Drop in the Ocean' campaign on long-standing deportations from Crimea.
- Crimean Human Rights GroupkeyPartner in deportation advocacy and research on human rights violations in occupied Crimea.
- Ukrainian Helsinki Human Rights UnionkeySupported organization of press conferences on deportation issues and political prisoners with USAID funding.
- Razom for UkrainekeyCo-organizer of Georgetown University webinar on Ukrainian children deportation.
- US-Ukraine FoundationkeyPartner on roundtables addressing captive children and women, and co-organizer of Georgetown webinar.
- Save UkrainekeyPartner organization working on returning deported children, participated in US-Ukraine Foundation roundtables.
- Helping to LeavekeyPartner organization helping deportees return to Ukraine, participated in roundtables on child deportation.
- Find My ParentminorPartner organization working on family reunification for deported children.
- East SOS (Charity Foundation)keyPartner in 'Deportation Crimea: Drop in the Ocean' campaign addressing deportations from Crimea.
- Pour l'Ukraine (Association)minorCo-organizer of press conference on illegal deportation of Ukrainian children in France.
- Union of Ukrainians of FranceminorCo-organizer of press conference on illegal deportation and adoption of Ukrainian children.
- Crimea GlobalkeyStrategic partner for 'Crimea Global. Understanding Ukraine through the South' conference providing strategic communications support.
- Coalition Ukraine 5AMcoreLong-term partner on forced Russian citizenship and political prisoner advocacy roundtables.
- Rasmussen GlobalkeyPartner with Anders Fogh Rasmussen (former NATO Secretary General) on sanctions conference targeting Russia's military supply chains.
- Economic Security Council of UkrainekeyPartner on economic security and sanctions advocacy, including conference at Danish Parliament on targeting Russia's military supply chains.
- StratCom Academy (Mark Laity)keyAdvisory support from former BBC Defence Correspondent and NATO spokesman. Organized meetings with Lord George Robertson and speaking engagements.
- Happy ProductminorListed partner organization supporting PR Army mission.
- UDDU DesignminorDesign partner that created PR Army website and visual materials.
- AwesomicminorDesign services partner supporting visual content creation.
- Netherlands and YouminorPartner organization in Netherlands supporting Ukraine advocacy.
- IWPR (Institute for War & Peace Reporting)keyStrategic partner supporting Voices of Freedom 2.0 project connecting Ukrainian experts with media.
Scale indicators15 records
Recent moves6 records
Expansion highlights6 records
PR Army competitors and assessment
Company assessmentBroad incumbents
- Brunswick Group: Global crisis communications and strategic advisory firm operating in the same international affairs and corporate reputation space. Provides similar strategic communications and policy advisory services, with broader geographic footprint and commercial client base.
- Edelman: One of the world's largest PR firms with significant government affairs, crisis communications, and trust-building practices. Operates in the same strategic communications and policy advocacy space, including trust barometer research relevant to PR Army's mission.
- Purpose: Global PR and advocacy agency that builds campaigns for social causes, human rights, and progressive issues. Purpose operates a similar advocacy and earned media playbook at larger scale, with comparable clients in the human rights and policy space.
Direct peers
- Internews: Internews is an international nonprofit supporting independent media and journalism in conflict-affected regions. Shares PR Army's mission of facilitating accurate war reporting and supporting local journalists, with substantive overlap in methodology and donor networks.
- Ukraine Crisis Media Center: Ukrainian media center providing strategic communications, media relations, and government affairs support focused on Ukraine during the conflict. Operates in the same Kyiv-based, internationally-facing communications space targeting Western policymakers and journalists.
- Plus Communications: Plus Communications is a US strategic communications firm that explicitly co-runs the 'Fighting With Our Words' campaign with PR Army. They are listed as a core strategic partner and serve the same clients (US policymakers, media) on Ukraine advocacy, making them a direct peer rather than just a partner.
- Razom for Ukraine: US-based Ukrainian advocacy organization co-organizing webinars and roundtables with PR Army. Focuses on advocacy for Ukraine, including children's deportation issues, and serves overlapping diaspora and policymaker constituencies in the US.
- Institute for War & Peace Reporting (IWPR): IWPR is a core key partner of PR Army on the Voices of Freedom 2.0 project. Both organizations work to connect Ukrainian experts with international media outlets, share documentation, and amplify Ukrainian voices globally through similar journalist-support and advocacy models.
Emerging players
- Bellingcat: Open-source investigations organization that uses OSINT methodologies to investigate war crimes and disinformation, including extensive work on the Russia-Ukraine conflict. Shares PR Army's counter-disinformation mission and OSINT research capabilities, though focuses more on investigative journalism.
- EU DisinfoLab: European non-profit focused on researching and countering disinformation, with significant work on Russian information operations. Operates in the same counter-disinformation and policy advocacy space as PR Army, with similar donor base and European institutional partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
PR Army social profiles
Digital presencePR Army financial estimates
Financial estimateRevenue estimate
Valuation estimate
PR Army leadership team
Management profileNumber of profiles
Profiles10 records
PR Army funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PR Army M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PR Army
What does PR Army do?
PR Army is a volunteer-driven Ukrainian non-profit that provides strategic communications, media relations, and policy advocacy services. The organization connects international journalists with verified Ukrainian sources and witnesses, coordinates advocacy campaigns targeting legislators and governments, and documents war crimes including forced deportations. All services are delivered free of charge, funded by donations and grants from foundations such as USAID, Heinrich Böll Foundation, and Stichting Next Level Initiatives.
Is PR Army a public or private company?
PR Army is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was PR Army founded?
PR Army was founded in 2022. It employs 11 to 50 people.
Where is PR Army based?
PR Army is headquartered in Kyiv, Ukraine, in the Europe region.
How does PR Army make money?
Three revenue lines are on record. Donations and Fundraising is the primary driver. The others are foundation and Government Grants and project-Based Partnerships.
Who are PR Army's main competitors?
Broad incumbents on record are Brunswick Group, Edelman and Purpose. Direct peers are Internews, Ukraine Crisis Media Center, Plus Communications, Razom for Ukraine and Institute for War & Peace Reporting (IWPR). Emerging players are Bellingcat and EU DisinfoLab.
Does PR Army have an API?
No public API is recorded for PR Army.
What industry is PR Army in?
PR Army's product category is Strategic Communications and Advocacy Services. Its primary akta.pro industry code is BPAMALAO, PR, Reputation Management & Earned Media Platforms, with a secondary code of BPAFADAO, Event PR & Communications Support. Its NAICS code is 541820 and its SIC code is 8700.