PR trends in Russia


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This report on Russian PR-trends was prepared and presented within Worldcom PR Group Moscow Fall Conference by Svetlana Malkarova, Deputy Managing Director, Ya-corporation.

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PR trends in Russia

  1. 1. PR trends in Russia
  2. 2. Public Relations Today PR Cooperation Offline On-line Traditional Social Media, tools: MR, GR, Blogging, RSS, IR, CSR, Supplement Podcasts, SEO, Sponsoring, etc. etc. Offline and online sectors supplement each other. % sharing between them is 70/30
  3. 3. Offline The role of offline PR activities in Russia is still high: •Russian people opt television and press to get the information •Internet is an additional channel for obtaining news •Growth in trust to Mass media in recent years can be highlighted (Federal television: from 27% (2008) to 36% (2012), Federal press: from 19% (2008) to 23% (2012)Based on the research by WCIOM (Russian Public Opinion Research Center, 2012):
  4. 4. Media Relations • Russian Mass media are under the influence of the government • Mass media’s attention is mainly targeted at the elites and their interaction. They take less notice of Russian industry development • Mass media in Russia are highly commercialized. Publication of articles costs more expensive than, for example, in Europe. Simple mentioning of a product can be interpreted as ad
  5. 5. Government Relations and lobbyismConducting of an informational support programs in Russian business has to take GRpractice into considerationLobbyism is substituted by GR toolsGR importance for business in Russia is backedby the fact that the government shares in:•Transportation – 73% (including railways and pipelines– 100%)•Aerospace and shipbuilding – 57%•Gas-producing industry – 48%•Oil-producing industry – 23%•Telecommunications – 14%The Government especially supports nuclear power and mining industries
  6. 6. Investor RelationsIR has been rapidly developing since 2008 and experts predict that this process is not going to slow down• Different sectors of Russian economy is vitally interested in investments• Russian business occasionally carries out IPO on global markets• Russia has joined WTO and interested in entry on Global marketsObstacles:• Shortage of practicing professionals
  7. 7. Corporate Social ResponsibilityLike in the rest world Russian business pays attention to social, educational andecologic problems. Traits: • Representatives of Russian big business have initiated long-term CSR programs (“Gazprom to children”, “Green Subbotnik” by Megafon, etc) • Russian business prefer to lend aid directly to beneficiaries avoiding non-profit organizations. The overall amount of such aid is about $500-600 mln/year • The main reasons to grant any beneficiary are target-oriented expenditure of aid and possibility to carry out financial control over it • CSR programs is also used in reputational management
  8. 8. SponsoringBusiness readily sponsors sport and cultural activities both in Russia and abroad perfectly understanding the great significance of sport achievements for Russian society. For example, Gazprom is a sponsor of FC Zenit (Russia), FC Schalke 04 (Germany), FC Crvena Zvezda (Serbia).
  9. 9. Territories image-makingPositive image building is an important tool for investment prospects improvement. Russia actively competes for the right to host different international events. A number of international activities has already been arranged for the period 2012-2018 and they will take place in Russian regions:• APEC Summit – 2012 in Vladivostok• G20 Summit – 2013 in St.-Petersburg• Universiade – 2013 in Kazan• Winter Olympic Games – 2014 in Sochi• World Soccer Cup in 2018These actions are considered as a effective mean for territories image-making
  10. 10. OnlineOnline PR in Russia is an extension of offline PR-activities. Companies use every possibleplatform in the Internet to inform Mass media and the audience about recent actions orrelevant information: blogs, corporate cites, on-line editions of mass media, newsagencies, etcPR in Social Media is on a fast-moving track•There are more than 70 mln. users in Runet (Russian Internet) today (1 st place in Europe).38% of them use the Internet everyday*•71 % of Runet users are searching the information in the Internet, 59% - chatting in SocialMedia, 53% - reading news•Russians prefer to use national Social Media (Daily audience of is 33 mln. users,daily audience of – 29 mln.)•Sufficient growth of Russian e-commerce segment (+29% in 2011) *Based on the research of WCIOM:
  11. 11. Social Media in RussiaSocial Network Users Users • Blogging is utterly popular in Russia (2011) (2012) • Facebook is only 3d, LinkedIn is 56 mln 108 mln known only in professional circles • Russian Business is actively coming 35 mln 87,5 in Social Media and prefer to use Twitter, Facebook and 3 ,223 mln 6 066 346 819 833 2 400 000 2 611
  12. 12. Level of Russian Business penetration in Social Media • From Top-57 retailers: 35% have an account on Twitter, 35% on, 32% on Facebook • From Top-40 banks: 58% have an account on Facebook, 43% on Twitter, 30% on, 20% on Livejournal, 10% on • From Top-40 companies (vol. of sales): 28% have an account on Facebook, 25% on Twitter, 10% on• From Top-10 consulting companies: 80% have an account onTwitter, 80% on Facebook, 20% on LinkedIn, 20% on• From Top-10 Insurance companies: 50% have an account onTwitter, 50% on Facebook, 20% on Vk.comConclusions:• Russian business structures acknowledged preferences of being presented in global Social Networks• The level of business penetration in SM is especially high in areas of consulting, banking, beautyindustry and ITBased on:
  13. 13. Conclusions •Offline PR + Online PR = Cooperation, Interaction and Supplement •Russians mostly trust to non-web Mass media (Federal TV and Press) •Mass media are highly commercialized and more interested in politics than in economics • State positions in economy are still strong. GR tools are necessary • Business development of Russia stimulates IR branch to grow • Runet (Russian internet) is 1st in Europe with 70 mln users and has good prospects • Russian Social Networks ( and Odnoklassniki) surpass Facebook and Twitter in Russia • Russian business is coming into Social Media but yet prefer to use global Networks (Facebook, Twitter) though the role of Russian Social networks is increasing