Communications in Russia

FIBEP World Media Intelligence Congress17-20 November 2015, Vienna


www.wmicongress.com

Lilia Glazova, CEO, PR NewsTwitter: @lglazova

Communications in Russia

What challenges do we face?

Evolution and Integration of PR in CEE

20th November, 2015


Hi, I am Lilia Glazova

Moscow of the early 1980s

Moscow today


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Media Trends


1. Digitalization• Internetization/Digitalization

increase of internet usage among 55+

>90% penetration in the cities with popularity more than 1 mln people

>40% all over the country

• National TV as main channel


Russia vs US

http://www.socialbakers.com/facebook-statistics/

User Age Distribution User Age Distribution


Social networks


2. Cable TV


Online Video


Statistics: Online Video

602communications.com/2011/02/top-trends-in-cross-platform-media-usage/

Missed serie Easy Less advertising Want to watch once more

71%

57%

38%

25%

Why do you watch online TV?

YouTube Audience in Russia – 45 mln (October 2014)


3. Non-Openers


Yandex’s Projects AudienceSearch Result Main page News Maps and Traffic

Monthly ReachThousands people 50 524.6 48 057.1 22 159.3 21 658.2

% of population 47.9% 45.5% 21.0% 20.5%

Monthly Frequency

Average number of pages per person 124.7 68.2 23.7 30.7

Average Weekly Reach

Thousands people 39 650.2 37 332.3 13 315.2 9 974.8

% of population 37.6% 35.4% 12.6% 9.4%

Average Weekly Frequency


Average Daily Reach

Thousands people 21 929.6 21 825.7 5 032.6 2 462.6

% of population 20.8% 20.7% 4.8% 2.3%

Average Daily Frequency


www.tns-global.ru/services/media/media-audience/internet/information/?arrFilter_pf[YEAR]=2014&set_filter=Y

October 2014, Russia0+, 12-64 лет


Text messaging

www.slideshare.net/tns_ru/ishunkina2014

Mobile Sources


4. Trust To Media

“And, God forbid – never read Soviet newspapers

before dinner”.

Mikhail Bulgakov, “Dog’s heart”


How would you describe the character of presentation of information about the events in Ukraine, the Russian media?

0

10

20

30

40

50

60

wciom.ru/index.php?id=459&uid=114821

(close-ended question, one answer,% of those who are watching the

situation in Ukraine)


5. Agenda


«Vyatskiy Kvas»


«Vyatskiy Kvas»


«Vyatskiy Kvas»


Government Support

www.fapmc.ru/mobile/activities/reports/2014/polygraph-in-russia2/main/custom/0/01/file.pdf


Sport Media


Sport Media

company.yandex.ru/researches/reports/2014/ya_news.xml

У спортивных изданийпочти 30% пользователей

младше 25 лет.


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Communications in Russia

Date of Presentation


Market Regulators Associations

Association of Consultancies in the field of public relations (AKOS) – brand new for the Russian market, PR Association – was formed March 16, 1999,

AKMR (Association of Directors of Communications and Corporate Media of Russia) - Representing the interests and improving professional liability clients;

RASO (Russian Association of Public Relations) - Training and certification at the national level;

IAB (International Association of Business Communicators) - Training and certification at the international level;

RACA (Russian Association of Communication Agencies) - representation of agencies.


The Holmes Report 1. Михайлов и Партнеры

2. iMARS Group3. AGT Communications

Group4. SPN Communications5. CROS6. Motiv Communication7. Sobytie Communications8. Pro-Vision Communications9. Rose


National Rating of Communication Companies

Сводный рейтинг составлен КГ «Византия».

Rating Criteria• Financial rating• Press-Rating• Professional Experience• Ranking staff


Technology is Awesome!

PR Functions Influenced by Technologies• Media Relations

– Communcation with journalists– 24/7 media

• Internal Communications(corporate social networks)

• Copywriting– To whom? How? Format? Style?


Corporate and Social Responsibility

• Moving from charity to CSR• The impact of CSR on the operation of business in general =>

Communication with the local community• Working with the media on the projects in the field of CSR


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From Russia with Love!