A number of large Russian companies that still interact with global markets as suppliers or buyers of resources, technologies, etc., are currently experiencing unprecedented growing pressure. Both from various types of stakeholders and from the media community.
The corporate sector wants to be open, but at the same time, it has to weigh every word twice and three times. Because everything we say can be used against us by one side or another in a complex network of stakeholders. Remember the show "Russian Ninja": you had to hold on to logs while the wind was blowing, sand and water were flying at you. This is roughly the situation we are still in.
Sergey Skripnikov
Another interesting request that our experts noted is the growing popularity of offline formats for communication between companies and their audiences.
There is a growing need for live communications - these are honduras mobile database meetings, discussions, closed dialogues, small events - like book clubs, etc. Companies and their leaders love such direct channels of interaction in a closed format, because they continue to avoid the media.
Ksenia Trifonova
Director of External and Internal Communications, SKOLKOVO School of Management
How the demand for PR services is changing: reduction of state tenders, demand for anti-crisis communications and PR in other regions of the world
First, a few words about what is happening with PR agencies. The state remains their main customer. However, according to an internal study by AKOS, the number of tenders for PR services in the area of public procurement is decreasing. And here it would be logical to expect competition between PR agencies due to a reduction in the cost of services. But this is not happening - Liliya Glazova considers this a positive trend.
In recent years, the communications industry has faced a wave of challenges, but has still survived. And despite the difficult market situation, the outflow of clients and the reduction of budgets, we do not see any pronounced dumping. This means that today agencies have chosen an ethical and civilized path of development.
Liliya Glazova
General Director of the research company PR News, Chairperson of the Association of Consulting Companies in the Field of Public Relations (AKOS)
Our experts also note the growing interest of customers in communications as a function. Companies want to be heard not only by their audience, but also by other stakeholders, so there is a growing demand from businesses for training courses on the development of PR communications in various areas.