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Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
Pro com a_barannikov - new
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Pro com a_barannikov - new

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  • 1. Opportunities and Challenges of Public Relations in Russia ANDREY BARANNIKOV CEO of SPN Ogilvy, Chairman of AKOS-ICCO, Vice President of the Russian Public Relations Association 1
  • 2. SPN Ogilvy at a glance “A MARKET AND THOUGHT LEADER IN RUSSIA” • Founded in • Over 1990 – one of the biggest and oldest agencies in Russia and CIS. 200 employees in 3 offices: Moscow, St Petersburg and Kyiv. • An Ogilvy PR Worldwide affiliate since • Over 2005. 4000 large-scale projects for more than 300 Russian and international companies: • The most internationally awarded PR agency in Russia and CIS: 2
  • 3. The challenges and opportunities of working in Russia • Vast spaces • Richest natural resources • Huge gap between the capitals and the regions • Lots of skilled specialists • Good telecommunications infrastructure • Dynamic economic development in numerous regions and industries (including IT) • Unique cultural heritage • Excellent education system • Problems with infrastructure • Bureaucracy • Corruption • International image leaves much to be desired • Left-overs of the Soviet system 3
  • 4. Working across 1/7 of the land • 9 time zones • 83 regions • 143 million people 4
  • 5. “The parallel worlds”… …in the sense of the infrastructure and the mentality 5
  • 6. “The Matryoshka Effect”: Russia’s face within and without The challenges and perspectives of building city, regional and country image for attracting tourists and investors and promoting brands 6
  • 7. Russia in the eyes of the rest of the world… 7
  • 8. The Travel & Tourism Competitiveness Report 2013 8
  • 9. Kazan Vladivostok Novosibirsk Yekaterinburg 9
  • 10. 10
  • 11. Eurovision 2009: Welcome to Russia! 11
  • 12. The French biathlete called Sochi ‘the ghost city’ …and the reply of the Russian customs officials: “Actually, we would have had to send them home. But, for their benefit, we processed their guns manually, as quickly as we could…” 12
  • 13. 13
  • 14. The Russian PR industry • Very young (exists as an industry since 1990s) • Still ‘enjoys’ notorious reputation • Lack of structure and system • Lack of transparency • Huge differences between federal and regional agencies in quality and pricing • Technological gap (especially in Digital & Social Media) 14
  • 15. Raising the industry standards 15
  • 16. Which stories should we tell about ourselves? The most attractive features of the Russian economy in the eyes of foreign investors Russia’s domestic market 75% Telecommunication infrastructure 69% Labour costs 69% Local labour skills level Possibility of increasing my company’s productivity in Russia Russia’s culture and language 68% 67% 67% * Foreign Investment Advisory Council’s ‘Russia’s Investment Climate 2012 – Survey of Current and Potential Investors’, 2012 16
  • 17. St. Petersburg International Economic Forum 17
  • 18. RUSSIA CALLING: business speaks for the country 18
  • 19. Which stories should we tell about ourselves? The Calvert Gallery & Journal - “a guide to creative Russia” The Ru.branding project - Russian folk art in modern design 19
  • 20. Skolkovo: building trust in Russian innovations (with some help from Finnish celebrities) • Changing perception of Skolkovo – from a “money pump” to an intellectual leader. • Strategy: owning the media conversation and DEMONSTRATING REAL RESULTS – making Skolkovo residents and investors speak for themselves. • Integration into key Russian and international business and innovation events, including the St Petersburg International Economic Forum, Sochi International Investment Forum, Pioneers Festival (Austria) and SLUSH (Finland). RESULTS for 2012: • Volume of negative coverage dropped 30% • Positive changes in the opinion of key TA (residents, international investors etc.) • For the year 2012, Skolkovo got: - 57% of all its residents (450 of the 783); - 64% of all applications to become a Skolkovo resident it has received since 2010 (2500 of 3890); - 49 contracts with venture foundations for 19.6 billion rubles (approx. 490 million EUR). 20
  • 21. "The Green Button": Forming a culture of energy conservation in Russia (2012) • With the population of 143 mln, energy consumption is increasing, owing to an improvement in the well-being. • No economic incentives to preserve energy due to state regulation of tariffs being held over a long period. • No ‘culture’ of energy conservation, with stereotypes about ‘the wide Russian soul’ and the belief that Russian resources are endless. 21
  • 22. "The Green Button": Forming a culture of energy conservation in Russia (2012) • • • • 7 training sessions for the media 8 press tours to energy efficient objects in the regions (e.g., Sochi Olympic objects) 3 press conferences Initiation of journalist investigations Results: • Over 300 journalists attended events • Over 7050 media hits featuring energy efficient projects and behavior 22
  • 23. WINNER OF SABRE AWARDS 2013 “Best campaign implemented in Russia and the CIS” 23
  • 24. VoltExercise! (2011) MAKING OUR HISTORICAL BACKGROUND WORK TOGETHER • Organizing the biggest public exercise session since the Soviet times – 10 events in 7 cities! • 487 media hits, 75% mentioning the brand • Sales to distributors grew 36% 24
  • 25. VoltExercise! (2011) 25
  • 26. Nationwide blood donation development program (since 2008) Strategy: • Building a social institution of blood donation • Integrated communication campaign of over 2,500 events Results: • Over 27,000 media hits since 2008 • Over 2 mln people participated in events • Over 1 mln people donated blood • Donor numbers grew by 17% nationwide • Every 3rd Russian says he/she is ready to donate blood 26
  • 27. Nationwide blood donation development program (since 2008) FIGHTING NEGATIVE MEDIA COVERAGE • Press tours to transfusion stations (since 2008) 27
  • 28. Nationwide blood donation development program (since 2008) ENGAGING YOUNG PEOPLE • • • • Nationwide music contest “MuzArteria” (2011) Over 2000 participants 600 entries Over 3000 media hits 28
  • 29. Nationwide blood donation development program (since 2008) ESTABLISHING NEW TRADITIONS 29
  • 30. LG Electronics’ corporate volunteering program (since 2009) UNFOLDING AN INTERNAL CSR INITIATIVE INTO A GLOBAL CAMPAIGN Initial agreement: Organizing donor days twice a year Done since 2009: • • Integration in 25 events, including the All-Russian Youth Forum“Seliger” (2010 – 2012) • The campaign embraced over 2 000 LG employees in Russia • 45 celebrity ambassadors involved, incl. musicians, popular TV and radio presenters, Olympic athletes • 13 media and corporate partners – setting a trend for a new CSR format in Russia! • KOREA HERALD, most popular Korean newspaper 52 Donor Days. Over 6 000 people donated blood 3 RECORDS OF RUSSIA officially registered! 30
  • 31. LG Electronics’ corporate volunteering program (since 2009) DONOR DAYS WITH LG AMBASSADORS INTEGRATION INTO NATIONWIDE INITIATIVES Donor Day of LG and Moskovsky Komsomolets newspaper with Nikolay Valuev • “Train of Innovations and CSR”, April 1-11, 2012 • RECORD OF RUSSIA as the longest blood donation relay – 4,285 km, 8 cities for 10 days! Donor Day of LG and Eldorado retail network with Alexey Tikhonov and Maria Petrova 31
  • 32. The Russian PR industry In 2012: 50% agencies said that in over 50% tender companies demanded an agency to provide creative work for free. In 29% tenders the winner was never announced. 25% tenders were considered by the agencies unprofessional and improperly organized. AKOS-ICCO 2012 Research by the Committee for Tendering Policy 32
  • 33. That’s how it works sometimes… Large construction company • Complicated object • Client insisted on a minimum retainer fee • For 2 months, the agency worked “for free” • When asked for the payment, the company started making claims to the agency. • The company paid the amount half as small as the agency’s estimated budget (not enough even to cover costs) 33
  • 34. www.bprw.com 34

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