Enhancing the Effectiveness of Public Relations in Russia

Public relations (PR) plays a vital role in promoting major brands. Despite the rapid growth of the Internet and social media, traditional media remains the primary tool for creating public awareness and managing reputation. Effective promotion requires skillful engagement with the media. For guidance on building relationships with the media and professionals in your desired industry, you can refer to the Quarter Billion Agency Group blog.

In Russia, public relations has a relatively short but significant history. While it took over 200 years for PR to establish itself in the United States, it took only a few decades in Russia. The first indications of PR emerged during the late Soviet Union, when top officials began employing spokespeople. Following the collapse of the Soviet Union, the PR industry in Russia experienced rapid development, drawing heavily on theoretical and practical experiences from abroad. Within a span of 10 years, PR in Russia developed into a distinct field, complete with professional associations, legal and regulatory frameworks, educational programs, dedicated media outlets, and professional awards. Presently, PR in Russia operates on a stable Western model and continues to evolve.

Effective public communication should always be a mutually beneficial exchange. Companies gain advertising exposure and brand recognition, while journalists receive engaging, relevant, and up-to-date information. When working directly with professionals, it is crucial to offer them new knowledge or the chance to unwind. Therefore, when organizing a press conference or event, it is important to consider how to make it interesting not only for your own benefit but also for the participants involved.

Engaging with journalists

In Russia, the key principle for establishing media relationships is to provide information that is interesting, relevant, and exclusive. There are various formats for such information, including details about company plans, expert opinions from company representatives or industry analysts, comments on pertinent issues, handling negative information, and more. The less promotional the news topic appears, the more likely journalists will be to engage with you.

Press releases remain the most common method of communicating with the media. Press releases serve different purposes, often functioning as invitations to company-organized events such as press conferences or other gatherings. While press releases can be distributed for direct publication in the media, reputable outlets rarely publish them as-is. However, a well-crafted press release can capture journalists’ interest, leading them to write an article based on the release and potentially reach out to you for additional comments.

When extending invitations to events, it is crucial to send a press release well in advance, followed by an updated version just before the event. The primary objective of a press release is to capture the attention of journalists. Journalists often receive numerous press releases throughout the day, which they may skim through without much enthusiasm. Therefore, it is vital to generate interest right from the start. This can be achieved through an informative headline and by including key factual information within the first two paragraphs. If the information engages a journalist, they are more likely to read the entire press release. Employing an inverted pyramid structure proves to be more effective in this regard: placing important details at the beginning and less critical information towards the end.

In Russia, press conferences continue to be the most commonly used format for inviting journalists. This traditional dialogue format is convenient for companies as it allows for direct communication of essential information to a large audience of journalists while enabling immediate response to their questions. The success of a press conference as a PR event depends on the quality of the newsworthy occasion and the selection of speakers.

Beyond press conferences, there is a wide range of other forms for interacting with journalists. These include charity events, fashion shows, socially significant initiatives (often in collaboration with authorities), and various industry-specific gatherings if the goal is to engage the sector’s media outlets. While these events require careful organization and some financial investment, they have the potential to resonate more significantly than a regular press conference when accompanied by a compelling newsworthy event.

Paid and unpaid media publications

The issue of maintaining the appearance of non-paid content in media publications is frequently debated among PR specialists. However, in Russian media, the distinction between paid and “free” publications often lies in the labeling of the material as “On the Rights of Advertising.” In terms of cost, a “free” publication may be slightly less expensive, but it typically requires more time to be produced due to various associated expenses.

Advantages of “free” publications:

• In certain cases, they are genuinely free.
• The absence of the “On the Rights of Advertising” label enhances reader trust.
• Preparing and crafting such publications inevitably involves close collaboration with the media, fostering valuable contacts.

Disadvantages of “free” publications:

• In most cases, the preparation of “free” publications entails costs associated with building relationships with editors and other related expenses.
• When creating promotional material, you have full control over the content, ensuring it aligns with your preferences. However, in the case of “free” publications, the journalist has the freedom to include what they consider necessary, without discussing the material with you.
• If the published material falls short of your expectations, it may lead to strained relations with the editorial team, resulting in potential setbacks.

Therefore, there is a risk that “free” publications may work against you in the long run. However, this doesn’t mean you should completely reject them and solely focus on commercializing media collaborations. Some experts suggest alternating between paid and “free” publications. This approach keeps the platform interested in working with you and increases the likelihood of your preferences being met.

Professional events

Another effective tool in public relations is direct communication with a professional community. This involves organizing conferences or seminars where individuals interested in your product or service are invited to participate. In Russia, many companies have already embraced the utilization of such events as part of their PR strategies.

An excellent illustration of this approach is the organization of conferences for doctors by pharmaceutical companies. These conferences provide an opportunity for companies to showcase their products, such as medicines, in a relaxed and casual environment, often by taking doctors out of the city. By creating an atmosphere that allows doctors to unwind, engage with colleagues, and acquire new knowledge, these events leave a positive impression on the attendees. Consequently, when prescribing treatments, doctors are more likely to choose the product that left a favorable impact on them. This same concept, with appropriate modifications, can be applied to various other industries.

In modern-day Russia, public relations (PR) plays a pivotal role in establishing public awareness. PR enables the cultivation of brand loyalty among the audience while generating interest and motivation for individuals to seek additional information about a company’s products. PR utilizes various tools, including media engagement, event organization, and the creation of newsworthy events. The experts at Quarter Billion Agency Group can assist you in devising an effective media engagement strategy and capturing public attention for your company.

Stay connected with us on social media for the latest updates and news!