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Global Development

Global Development encompasses international cooperation aimed at economic growth, social progress, and institutional strengthening. This sector includes donor-funded programs, international organizations, development agencies, and implementing partners working across governance, education, health, and economic development. In Georgia and the wider region, global development has played a significant role in reform, human and institutional capacity building, and regional integration.

 

Clear communication is vital to explain objectives, demonstrate impact, and engage beneficiaries and stakeholders. The sector often operates across multiple audiences, cultures, and accountability frameworks. Transparency, results-oriented messaging, and public engagement are key characteristics. Even as funding models evolve, global development remains influential in shaping long-term societal change in positive ways. Organizations in this space operate at the intersection of local realities and international standards. In this important work, development actors must also adapt messaging to changing geopolitical and funding environments. Hence, strong public narratives help sustain trust and legitimacy beyond individual projects.

 

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UNICEF

UNICEF

Publicity Group supported UNICEF’s participation in the global “Flying High for Kids” campaign, positioning Georgia as a key stop in this worldwide advocacy initiative. The centerpiece event was held in the historic city of Mtskheta, where world traveler and pilot Andrew Parker conducted a symbolic balloon flight dedicated to Georgian children. A special ceremony included children with disabilities from Tbilisi, reinforcing the campaign’s inclusive and humanitarian message. Our role included event coordination, media relations, and public storytelling to align local engagement with the campaign’s global objectives. The initiative aimed to raise over one million US dollars worldwide for UNICEF through individual and corporate donations. The campaign concluded with a Christmas ceremony featuring live programming and direct engagement between the pilot, children, and partner organizations. Through strategic visibility and emotional storytelling, the project strengthened public support for UNICEF’s global mission and children’s rights.
Georgia Human and Institutional Capacity Development Project (Chemonics)

Georgia Human and Institutional Capacity Development Project (Chemonics)

Publicity Group acted as a sub-implementer with TBSC Consulting under the Chemonics-led institutional capacity development project. Our role focused on assessing and improving the effectiveness of the Ministry of Culture’s Public Relations Department. A comprehensive assessment process was conducted through questionnaires, online tools, and in-person interviews. Existing communication practices were analyzed to identify structural and operational gaps. Based on the findings, a detailed recommendations package was developed. Ministry staff received guidance on implementing strategic improvements. The work contributed to the Ministry’s broader organizational effectiveness reform.
World Bank / Georgia I2Q Project

World Bank / Georgia I2Q Project

Under the World Bank–funded Georgia I2Q Innovation, Inclusion, and Quality Project, Publicity Group was contracted by the Project Management Unit of the Ministry of Education and Science to develop a five-year communication strategy and a 24-month action plan. The assignment began with an extensive assessment process, including data collection, desk research, stakeholder analysis, and individual and group consultations. Based on these findings, we drafted a comprehensive strategy defining goals, target audiences, key messages, communication tactics, budgets, crisis planning, and evaluation methodologies.