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January 31, 2023
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Browse Our Exclusive Investment & Wholesale Properties

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Masha Lukina: My Working Day Starts at 4 A.M. How to promote a university located on the other side of the country, how to convey to the whole of Russia that there is life in the Far East, how to attract applicants from Kaliningrad to Vladivostok, how to translate from documentary language into human, how to speak with applicants in their language, GR for University, how to start the working day at 4 am – about this and many other things in the program. nine0003

Anti-crisis PR: the most common mistakes And you need to respond – to correctly cover this event in the information field. What mistakes do PR specialists and company speakers most often make in such a situation? What should they be warned against? What rake not to step on?! We ask for expert advice. Today our questions are answered by the PR partner of the construction company “Neometry” Irina Chukhnina

On April 19-20, an international practical conference “Effective Press Service-2018” was held in Moscow. More than two hundred public relations specialists from all over Russia and the CIS countries came to discuss the most relevant tools in the work of PR specialists, share experience, cases, and discuss industry trends. The conference is held annually by the Press Service magazine. The organizer and moderator of the event is Timur Aslanov, editor-in-chief of the Press Service magazine.

When a crisis occurs in a company, a PR person is not in the mood for jokes. Seconds count. We must respond quickly and correctly. Watch for leaks. Instruct the boss on how to properly speak to the media. Most actively comment and write texts. Etc. But when the crisis is over and we have successfully worked it out, you can smile. We offer a selection of GIFs about the hard work of PR specialists in crisis communications.

The press services of government agencies today are faced with the urgent need to work actively not just in social networks, but in communities and groups. Not everyone is ready for this. And not everyone understands exactly how to conduct this work and by what rules to exist there. This important topic will be covered in a separate report at the conference “Effective Press Service-2018”. In the meantime, we asked a few questions on the topic to the speaker who will make this report – the head of the Community Lab Vlad Titov. nine0003

Answering unpleasant and sharp questions from journalists and the public is an important and one of the most difficult skills that a PR manager and his speaker should possess. We will talk about how to learn this at the Effective Press Service 2018 conference, which will be held in Moscow on April 19-20. This will be the focus of an hour and a half master class “In the Line of Fire”, which will be held for the conference participants by candidate of psychological sciences, business coach Sergey Kuzin. Today we decided to ask Sergey a couple of questions about how to behave in situations where the speaker is attacked. nine0003

Today we want to tell you about our new project for PR specialists: we launched a new project on YouTube – the “PR Director” program – interviews with heads of PR departments of leading Russian companies . In the program, we talk about PR, about the profession, about their work, about cases, about challenges and trends. We understand how PR work works in specific organizations, we ask guests to share useful tools for work, let us into their kitchen and talk about interesting projects. nine0003

I immediately narrow down the circle of information, the article involves an overview of flash mobs in social networks. Any idea, even a very simple one, will always be successfully implemented if you draw up a step-by-step plan for its promotion, involvement, and have specific goals and objectives. I came to this conclusion after reviewing various initiatives of this kind and trying to launch my own flash mob on a social network, considering it an effective tool for conducting a PR campaign on the Internet to attract new subscribers, and hence supporters to the group. nine0003

Work in the press service is not like a vacation at a resort. Forge informational reasons every day, convince the boss that you can’t go to a press conference on anti-crisis actions in such a tie and cufflinks, write texts for everyone, compose speeches, respond to requests from nervous journalists in the middle of the night, process negativity in social networks and much more that PR specialists have to do . nine0003

Everyone is talking about another fall in social media posting. And we are no exception. We are discussing. And we ask the experts. Today we ask questions to Vlad Titov, the head of the Community Laboratory and a permanent speaker of our conferences. Asking about smart feed, social media trends, community management, of course, and his upcoming talk at the February 2018 Social Media PR conference

Anna Galushko, creative director of the Social Lift agency, will make such a report at the annual international conference “Public Relations in Social Networks-2018”, which will be held February 15-16, 2018 in Moscow. Topic of the report: “Games for adults: features of gamification for a “complex” business (manufacturing, insurance, legal services). Cases, step-by-step promotion, efficiency.” nine0003

“I am often asked by beginning PR specialists about what a PR communications specialist should be like. Is it enough in modern conditions for a communicator to write press releases and arrange interviews with influential publications? I can say that those strategies that worked five years ago may already be losing. In a multi-byte stream of information, promoted content is easy to get lost if PR work is built according to a simplified strategy. I would like to talk about what tasks a real PR specialist should take on, capable of creating a global brand … “

In my opinion, building an organizational strategy should begin with goal setting. What do you plan to achieve as a result: to achieve the maximum reputation of the brand, to achieve its fame, to establish new partnerships, or to cover everything together? The PR specialist creates the image of the company by analyzing all aspects. Microcommunications, anti-crisis constructions and current trends are taken into account.

The PR specialist of 2021 has a clear idea of the target audience with which he will have to work. Here we are not always talking about consumers of the product. The focus is also on partners, investors, competitors, the expert community, regulators, and the media. It is also important for him to take into account the reaction of microfinance organizations. An individual information channel is created for each target audience. nine0003

A PR specialist must solve problems in a complex manner. He creates a common system, the so-called communication tape. It is impossible to work out a separate direction without taking into account the others. At the same time, there is a relationship between brand reputation and its value, as well as the popularity of the product. It is impossible to create separate publications about the company, and thereby increase its rating. For this, systematic work by an experienced communicator should be carried out. nine0003

The adopted brand promotion strategy cannot be fixed. A PR manager must constantly see the real picture of what is happening, and make the necessary changes. Novice specialists are interested in when to change the communication strategy: in a year, two, three? This question can be answered that in the current conditions, even a strategy with a year of experience is already considered obsolete. The business world is dynamic, so it requires a high speed of strategic changes that will fully meet the needs of the target audience. There is such a rule that the higher the speed of strategic adjustments in the PR sphere, the more popular the brand is with consumers. This postulate is most relevant for the field of fintech. nine0003

It is worth noting that even the most famous brands periodically make mistakes in their work, but at the same time they occupy a leading rating position. This speaks of the good work of PR specialists. Obviously, the communication strategy in these companies is built in such a way that it does not allow the loss of consumer interest, and is able to maintain his trust at a high level. And, as you know, customer loyalty is the key to the success of the company. nine0003

A real PR person moves between the economic, news and political spheres and always wins. He knows how to present a product beautifully, and how to present a brand, arousing interest in it. By itself, a product without PR is already unattractive for the consumer. The modern consumer wants to know who created the product, what is the history of the brand that makes it, what kind of person runs the company, and if he has a good reputation. We can say that the PR person creates a dialogue between the company and the consumer. The result of his work can be either a steady interest, or the effect of losing a consumer. The latter happens if the PR manager has not worked out the target audience enough. The role of communicators in conquering the market is very great. nine0003

Given the high power of the information-digital flow, it is difficult to understand how a PR specialist should build his strategy in order to be noticeable. The focus here is on micro-communications. More recently, the possibilities of this direction were considered very controversial. No one treated microcommunications as effective tools. When the number of chats and channels increased noticeably, microcommunications entered the main stage of PR. They allow you to work with the target audience pointwise. At the same time, targeted messaging is perceived very positively. nine0003

For a good result, it is important that the PR specialist understands what information the target audience expects from him. When it comes to experts, content is important here, allowing you to analyze the brand from the point of view of financial stability, and identify the degree of reliability of the company. For customers, product information is important. Therefore, a PR specialist must clearly separate the information husk from the productive grains, and provide exactly the information that the audience is waiting for.

When building a brand reputation, a PR specialist should build his communication with the audience in understandable language. It is important to choose the most effective tools for the job. The audience can be influenced by the media, social networks, targeted advertising, SEO tools. It is also important for a PR specialist to actively work out the line of participation in various kinds of events. nine0003

A productive PR person must cover many areas of promotion. It is he who raises the company, if not from the zero segment of the business sphere, then certainly from the average level of recognition to the high one. An important quality for a communicator is online monitoring of the information field. There is a constant analysis of the correspondence of the developed personal strategy to the demands of the market. Here, strategic flexibility is highly valued, which allows you to make the necessary adjustments and adapt to the target audience. nine0003

Personal charisma, the ability to convince, erudition work better when communicating live, as there are elements of emotional impact. Of course, a PR specialist must be a good psychologist and find an approach to any type of personality, because his competence is to communicate with the press and event organizers, as well as with the company’s competitors, and with the organization’s employees themselves. All this requires not only knowledge of psychology, but also a clear organization of time, as well as constant mobility. nine0003

Content quality comes first. Indeed, due to the large amount of business information, the user selects only the most attractive articles. At the same time, the design of the lead and the competent presentation of the material play an important role. Good knowledge of grammar is by no means superfluous for a PR specialist, since he often has to independently prepare content for presentation to the media or at an exhibition. It is unlikely that in this case a corrector can help him. Typically, this position is not provided for in the state of the company. nine0003

A PR specialist is a person who is always in touch. For real professionals in their field, this parameter has practically no boundaries. We can say that the work is carried out around the clock. After all, it is difficult to say when it will be necessary to meet in order to establish relations with representatives of another company or to make a presentation with clients. It is worth considering the schedule of exhibitions, as well as the time for discussing publications in the media. nine0003

Real pr pro: Browse Our Exclusive Investment & Wholesale Properties

Browse Our Exclusive Investment & Wholesale Properties

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PR Manager: a Modern Profession

Olga Bubnenkova: “A real PR-specialist navigates between the cultural, economic, news and political spheres”

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Modern PR specialist: creator of the company’s image

Creating an image based on a goal

What should a PR person know?

How does a PR manager work?

Masters strategies

How can a PR specialist become a pro?

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