On June 16, 2011, the PR Committee of the European Business Association had a special meeting dedicated to Ukraine’s image abroad. Vasyl Myroshnychenko, partner at CFC Consulting, was the guest speaker at this meeting. CFC Consulting was commissioned by the Ministry of Foreign Affairs in late 2010 to design a long-term strategy for Ukraine’s international promotion. In the presentation, “Ukraine 2022: How we want the world to see us,” Vasyl and his colleagues elaborated on the strategy which was presented to the public in March. The presentation sparked a lively discussion among the Ukrainian PR professionals who attended the event.