Athletes & agents
Media profile, interviews, reputation. A media presence that works for the player's career.
Sports media & communications. Europe — Ukraine
I build the reputation of athletes and clubs.
In Ukraine and across Europe: media relations, positioning, media training and crisis communications.
Who I work with
A strong result doesn't mean anyone will write about it.
I work with people and organisations who care how the media, partners and fans see them.
01
02
Clubs & federations
Communications strategy, newsroom relations, crisis situations.
03
Brands & companies
Sports projects and media campaigns in Ukraine and Europe; access to Ukrainian audiences.
Services
From a one-off consultation to ongoing support.
01
Media audit
How the media see you today, and where the opportunities for growth are.
02
Media positioning
A story editors want to tell: key messages, topics, media kit.
03
Media relations
I pitch your story to the newsrooms in Ukraine and Europe that genuinely care about it.
04
Media training
Interview preparation: how journalists ask questions, and how not to be quoted out of context.
05
Reputation & crisis
Position, statement, media responses — when a problem has already happened or is about to.
Core format06
Communications adviser
Ongoing support for an athlete, club or project.
I do the key work myself: strategy, newsroom relations and negotiations. Social media, design and video are handled by trusted partners. I don't guarantee publications — I guarantee professional work with the media.
Experience & cases
30+ years in media and communications.
Click a row to expand it.
since 2024
BOXING
Vladyslav Sirenko
Vladyslav Sirenko
Media and communications for a Ukrainian heavyweight boxer competing under Zuffa Boxing.
2021—2023
CLUB
FC Kryvbas, Ukrainian Premier League
470Kviews
FC Kryvbas, Ukrainian Premier League
Club communications — from daily newsroom work, exclusives and press trips to crisis situations; working with bloggers and international media.
Journalists and creators came to Kryvyi Rih to write and film about the club: The Guardian, Zorya Londonsk, the YouTube shows Bombardyr and Trendets, and others. The two films drew more than 470,000 views.
2020—2021
TV
Futbol TV channel, Ukraine
+300Kfollowers
Futbol TV channel, Ukraine
Website and social media strategy; repackaging TV content for online audiences.
In autumn 2020, footballua.tv was among Ukraine's top three sports websites according to Gemius; +300,000 social media followers in 11 months.
case
CRISIS
Crisis communications
3 mo.to change the narrative
Crisis communications
After an unfortunate interview with a foreign publication, the first page of Google results for the player's name filled up with negative coverage. Within three months, positive news outweighed the negative narrative: the media started talking about the player in a different way. Later, the crisis coverage disappeared from the first page of Google altogether.
2019
BRAND
Epicentr for Children × Real Madrid Foundation
36publications in 48 hours
Epicentr for Children × Real Madrid Foundation
Two social sports schools for 355 children, opened by Real Madrid legends Claude Makélélé and Emilio Butragueño. 36 media placements in 48 hours.
2009—2019
MEDIA
Sport.ua
×27audience growth
Sport.ua
The audience grew from 400,000 to more than 11 million users a month. Ukraine's leading general sports website.
since 1995
JOURNALISM
Print, TV, radio, online
Print, TV, radio, online
Published in: Den newspaper; Sport.ua, Champion, Xsport, Tribuna and other websites.
Testimonials
What colleagues say.
We worked side by side with Mykhailo for more than 20 years, and I can confidently call him a media all-rounder. Precise tactical choices and strategic thinking, persistence in reaching the goal, the ability to find several solutions under pressure, the ability to build a club-like community around a project, years of experience and a wide network of contacts — all of this makes Mykhailo a unique professional.
Yurii NazarovCo-founder of Sport.ua; co-founder and head of Meta.ua (1998—2021)One of Mykhailo Reutskyi's key achievements was building an effective system of media communications and establishing working relationships with a pool of Ukrainian and international journalists.
Yaroslav NestorovychPresident of the NGO Epicentr for Children, official representative of the Real Madrid Foundation in UkraineMykhailo understands the media market and target audiences well and turns that knowledge into decisions that build constantly evolving digital systems around brands. He combines strategy with practice, relies on data and delivers lasting results, even in fast-changing conditions.
Iryna KazantsevaMarketing Director, Futbol TV channels, Ukraine (2019—2022)Testimonials translated from Ukrainian.
Need help with media or reputation?
Mykhailo Reutskyi. Master's degree in Marketing. Member of AIPS, the National Union of Journalists of Ukraine and the board of the Association of Sports Journalists of Ukraine. Munich. LinkedIn
m@reutskyi.com