PR in Russia


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PR in Russia

  1. 2. <ul><li>In 2007-2008 – rapid development </li></ul><ul><li>PR market (budgets for PR firms + internal departments): 43% growth from $1,75 bn to $2,5 bn </li></ul><ul><li>Active use of outsourcing (38% of communications is done by PR agencies) </li></ul><ul><li>Western corporations working in Russia outsource up to 90% </li></ul>
  2. 3. 28% decrease of PR Market
  3. 4. <ul><li>Unemployment :over the last 3 months 600 PR-managers in Moscow were fired; 6 large PR firms closed </li></ul><ul><li>Over-saturated market (in 2008 Moscow’s recruiting firms got 3000 resumes of young PR-people) </li></ul><ul><li>BUT deficit in the market of HIGHLY-qualified professionals </li></ul>
  4. 5. <ul><li>Turnover of PR firms – $1 bn (compared to US PR firms - $4 bn) </li></ul><ul><li>3 rd in the world in terms of speed of PR services development (after Turkey and India) </li></ul><ul><li>2009 – decrease of PR services market (down to $700 mln) </li></ul>
  5. 7. <ul><li>“ Communication kits” </li></ul><ul><li>Launch Pro: communications support of a new product launch </li></ul><ul><li>Compass Pro: support of entering the new market </li></ul><ul><li>Fame&Familiar: brand positioning and recognition </li></ul><ul><li>Client in love: communications to increase the loyalty of clients </li></ul>
  6. 8. <ul><li>Turnover+experience+professionalism </li></ul><ul><li>Fleishman-Hillard Vanguard </li></ul><ul><li>Pro-Vision Communications </li></ul><ul><li>R&I Group </li></ul><ul><li>Agency НЬЮТОН .PR & COMMUNICATIONS </li></ul><ul><li>“ Michailov and partners &quot; </li></ul>
  7. 9. Adobe Systems , Coca-Cola, Danone, Procter and Gamble, UNICEF, Singapore Airlines Festival of Japanese Culture
  8. 11. <ul><li>Corporate culture (mission, values, history, traditions) </li></ul><ul><li>Employee Relations </li></ul><ul><li>Media relations </li></ul><ul><li>Investor relations (full info on the website, transparency) </li></ul><ul><li>Social responsibility (sponsorship and charity; support of social projects; environment projects) </li></ul>
  9. 13. <ul><li>IABC Russia </li></ul><ul><li>RASO </li></ul>
  10. 15. <ul><li>Silver Archer ( since 1997) </li></ul><ul><li>Best project of 2008: Motivation of blood donorship (Healthcare Ministry of the Russian Federation) </li></ul><ul><li>Chrystal Orange (students) </li></ul><ul><li>White Wing (regional - Ural) </li></ul><ul><li>Pr-“PROBA” (regional – St. Petersburg) </li></ul>
  11. 16. Elena Vasiltzova, IABC Russia director Olesya Gorbunova, independent consultant Alexey Glazyrin, “Newton” director and RASO President
  12. 17. <ul><li>Challenge: youth of the profession. </li></ul><ul><li>“ 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” </li></ul><ul><li>Need to prove “the right to exist” : lack of understanding by management, technician role, low compensations </li></ul><ul><li>Low ethical standards :non-market mechanisms (bribing, paid placement of info in the media) </li></ul>
  13. 18. <ul><li>Success of business PR : corporations have money for internal PR department/PR services. Interested in all aspects of PR (especially customer and investor relations) </li></ul><ul><li>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.” </li></ul><ul><li>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” </li></ul><ul><li>Weak non-profit organizations PR </li></ul>
  14. 19. <ul><li>Peculiarities of Russian PR </li></ul><ul><li>Strengths emerging from weaknesses : unstable and unpredictable market makes practitioners think quickly and creatively. </li></ul><ul><li>“ Creativity is the true virtue of Russian communications. PR people have the talent to come up with unconventional decisions” </li></ul><ul><li>Messages emotional, appealing “to the soul rather than to the brain” and delivered in person </li></ul><ul><li>Special “how-to-survive” skills : ability to resist stress, flexibility , patience, ambitions. ! Importance of personal connections ! </li></ul>