The document discusses communications trends in Russia, including: 1. Increased digitalization and internet usage across Russia, especially among older age groups, though national TV remains the main media channel. 2. Emergence of online video and social networks as popular platforms in Russia. Yandex is a leading search and information company with various popular online properties. 3. Declining trust in media and perception that much coverage of events like Ukraine is negative and subjective rather than balanced. The government also influences media coverage and agenda setting. 4. Communications and PR industries in Russia are developing, with various associations and companies emerging, though the field is still younger than in Western countries. Technologies are changing the functions of PR.

1. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
www.wmicongress.com
Lilia Glazova, CEO, PR News
Twitter: @lglazova
Communications in Russia
What challenges do we face?
Evolution and Integration of PR in CEE
20th November, 2015

2. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Hi, I am Lilia Glazova
Moscow of the
early 1980s
Moscow
today

3. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Media Trends
@ _ F I B E P # _ F I B E P # W M I C 1 5

4. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
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

5. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Russia vs US
http://www.socialbakers.com/facebook-statistics/
User Age Distribution User Age Distribution

6. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Social networks

7. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
2. Cable TV

8. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Online Video

9. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Statistics: Online Video
602communications.com/2011/02/top-trends-in-cross-platform-media-usage/
71%
57%
38%
25%
Missed serie Easy Less advertising Want to watch once
more
Why do you watch online TV?
YouTube Audience in Russia – 45 mln (October 2014)

10. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
3. Non-Openers

11. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Yandex’s Projects Audience
Search Result Main page News Maps and Traffic
Monthly Reach
Thousands 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 number of
pages per person 36.0 19.7 8.6 15.0
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
Average number of
pages per person 9.3 4.8 3.4 8.7
www.tns-global.ru/services/media/media-audience/internet/information/?arrFilter_pf[YEAR]=2014&set_filter=Y
October
2014,
Russia
0+,
12-64 лет

12. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Text messaging
www.slideshare.net/tns_ru/ishunkina2014
Mobile Sources

13. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
4. Trust To Media
“And, God forbid – never
read Soviet newspapers
before dinner”.
Mikhail Bulgakov,
“Dog’s heart”

14. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
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
In general,
balanced,
objective
Partly objective,
partly subjective
In general,
negative,
subjective
Difficult to answer
wciom.ru/index.php?id=459&uid=114821
(close-ended question, one
answer,% of those who are
watching the situation
in Ukraine)

15. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
5. Agenda

16. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
«Vyatskiy Kvas»

17. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
«Vyatskiy Kvas»

18. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
«Vyatskiy Kvas»

19. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Government Support
www.fapmc.ru/mobile/activities/reports/2014/polygraph-in-russia2/main/custom/0/01/file.pdf

20. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Sport Media

21. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Sport Media
company.yandex.ru/researches/reports/2014/ya_news.xml
У спортивных изданий
почти 30% пользователей
младше 25 лет.

22. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
Communications in Russia
@ _ F I B E P # _ F I B E P # W M I C 1 5Date of Presentation

23. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
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.

24. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
The Holmes Report
1. Михайлов и Партнеры
2. iMARS Group
3. AGT Communications
Group
4. SPN Communications
5. CROS
6. Motiv Communication
7. Sobytie Communications
8. Pro-Vision
Communications
9. Rose

25. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
National Rating of Communication
Companies
Сводный рейтинг составлен КГ «Византия».
Rating Criteria
• Financial rating
• Press-Rating
• Professional Experience
• Ranking staff

26. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
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?

27. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
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

28. FIBEP World Media Intelligence Congress
17-20 November 2015, Vienna
From Russia with Love!
@ _ F I B E P # _ F I B E P # W M I C 1 5