Download - PR in Russia
In 2007-2008 – rapid developmentPR market (budgets for PR firms + internal departments): 43% growth from $1,75 bn to $2,5 bnActive 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)
3rd 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+professionalismI.Fleishman-Hillard Vanguard II. Pro-Vision Communications III.R&I Group IV.Agency НЬЮТОН.PR &
COMMUNICATIONSV.“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 !