Investor relations (full info on the website, transparency)
Social responsibility (sponsorship and charity; support of social projects; environment projects)
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 !