PR in Russia
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PR in Russia






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PR in Russia PR in Russia Presentation Transcript

    • In 2007-2008 – rapid development
    • PR market (budgets for PR firms + internal departments): 43% growth from $1,75 bn to $2,5 bn
    • Active use of outsourcing (38% of communications is done by PR agencies)
    • Western corporations working in Russia outsource up to 90%
  • 28% decrease of PR Market
    • Unemployment :over the last 3 months 600 PR-managers in Moscow were fired; 6 large PR firms closed
    • Over-saturated market (in 2008 Moscow’s recruiting firms got 3000 resumes of young PR-people)
    • BUT deficit in the market of HIGHLY-qualified professionals
    • Turnover of PR firms – $1 bn (compared to US PR firms - $4 bn)
    • 3 rd in the world in terms of speed of PR services development (after Turkey and India)
    • 2009 – decrease of PR services market (down to $700 mln)
    • “ Communication kits”
    • Launch Pro: communications support of a new product launch
    • Compass Pro: support of entering the new market
    • Fame&Familiar: brand positioning and recognition
    • Client in love: communications to increase the loyalty of clients
    • Turnover+experience+professionalism
    • Fleishman-Hillard Vanguard
    • Pro-Vision Communications
    • R&I Group
    • “ Michailov and partners "
  • Adobe Systems , Coca-Cola, Danone, Procter and Gamble, UNICEF, Singapore Airlines Festival of Japanese Culture
    • Corporate culture (mission, values, history, traditions)
    • Employee Relations
    • Media relations
    • Investor relations (full info on the website, transparency)
    • Social responsibility (sponsorship and charity; support of social projects; environment projects)
    • IABC Russia
    • RASO
    • Silver Archer ( since 1997)
    • Best project of 2008: Motivation of blood donorship (Healthcare Ministry of the Russian Federation)
    • Chrystal Orange (students)
    • White Wing (regional - Ural)
    • Pr-“PROBA” (regional – St. Petersburg)
  • Elena Vasiltzova, IABC Russia director Olesya Gorbunova, independent consultant Alexey Glazyrin, “Newton” director and RASO President
    • Challenge: youth of the profession.
    • “ When young professionals come to work, they meet ‘old school’ directors of communications departments without any relevant education, who don’t want to change or adapt any new practices”
    • Need to prove “the right to exist” : lack of understanding by management, technician role, low compensations
    • Low ethical standards :non-market mechanisms (bribing, paid placement of info in the media)
    • Success of business PR : corporations have money for internal PR department/PR services. Interested in all aspects of PR (especially customer and investor relations)
    • Controversial Government PR : “The traditional western lobbying mechanism doesn’t work. You cannot really influence the government’s decisions unless you know “the right people.” If you have friends in government, it’s better.”
    • Propaganda Model still employed. “The government at all levels tries to show that it is more open and its actions are more transparent. But this openness is superficial – the government still controls its messages and gives no chance to two-way communication”
    • Weak non-profit organizations PR
    • Peculiarities of Russian PR
    • Strengths emerging from weaknesses : unstable and unpredictable market makes practitioners think quickly and creatively.
    • “ Creativity is the true virtue of Russian communications. PR people have the talent to come up with unconventional decisions”
    • Messages emotional, appealing “to the soul rather than to the brain” and delivered in person
    • Special “how-to-survive” skills : ability to resist stress, flexibility , patience, ambitions. ! Importance of personal connections !