May 28, 2009 in a 10-KIAF was held a talk show "The New Generation of PR-specialists on the Ukrainian market. Who will win: parents or children? ". The event was held under the auspices of the Ukrainian PR-alliance (UPRA).

The talk show was attended by:

• Nina Ali, President of Ukrainian PR-alliance, the director of PR-bureau “Dieslovo”
• Ruslana Plis, Head of the Information and Analytical Center “Publicity”
• Natalia Berezovskaya, CEO of the PR-agency “Starget”
• Maria Boroday, Head of PR-service “INTEL Ukraine”
• Dmitry Konyk, director of the “On BOARD PR Ukraine”

Moderator of the event was Kureyko Valery, CEO of Publicity Creating, Vice-President of Ukrainian PR-alliance.

Participants of talk show discussed the issues of potential conflict between "parents and children” in the Ukrainian PR-market, as well as expressed their assumptions about the future direction of this market.

Ruslana Plis believes that the in Ukrainian PR there is a "senior" and a "new" generation, and their approaches to the PR-task significantly differs from each other. Dmitry Konyk noted that professionals are also among them, and among the other professionals. Accordingly, the different generations of PR-specialists have their advantages. If the professionals who work at this market for over 10 years, have substantial experience and are accustomed to solve professional tasks in any difficult situations, "the younger" generation is different in desire to apply and invent new ways of working, as well as a basic professional education.

It is noteworthy that all participants in the talk show have agreed that the conflict between "parents and children" in the PR-market today do not exist.

Analyzing the effectiveness of different methods of communication, Nina Ali noted that the traditional media (off-line media) now regards PR as a form of advertising. That’s why the bright, creative communication became possible mainly in new media and within special events.

Participants of talk show also discussed the consolidation of PR-market in order to respond effectively to the challenges of our time. Strictly speaking, this event became one of the stages of the merger, as it was attended by all professional non-governmental organizations - UAPR, PR-League and UPRA.