Brand partnerships, influencer collaborations, and investor involvement have become powerful tools for growth, fundraising, and building emotional connections with audiences. At the same time, partnerships increasingly carry reputational risks — especially in times of war and heightened public sensitivity around values, integrity, and support for the country.
Traditional selection criteria such as reach, content style, and budget are no longer enough. Brands must assess not only a potential partner’s performance metrics, but also their stance on the war, reputational background, public behavior, and core values. That’s why communications due diligence is no longer optional — it’s a baseline requirement.
Key factors to evaluate include:
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alignment between the brand’s and partner’s values,
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absence of reputational controversies and ties to russia,
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tone of voice and conduct in the public space,
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clear KPIs and defined rules of collaboration.
If a crisis does occur, it’s critical to act quickly and transparently: publicly state your position, be prepared to end the partnership if necessary, and clearly communicate what changes will be implemented going forward.
Partnerships have never been more complex — or more important. At the same time, thorough due diligence and conscious decision-making enable brands to build strong, responsible, and resilient collaborations.
This blog features an adapted version of Viktoriia’s column originally published in Vector. Read the full article in Ukrainian here.
