The third All-Russian forum “PR-environment” was held in Krasnoyarsk.
For two days at the SFU Congress Hall, PR specialists, journalists, marketers, company executives and entrepreneurs, together with speakers, looked for answers on how to communicate with their audience in the new reality. The headliners of the forum were Maxim Ilyakhov, a journalist, author of the book “Write. Shorten” and Seda Kasparova – entrepreneur, voice and communication expert.
The forum's theme, “Communications in the New Reality,” began to be discussed at a panel discussion. When asked what sets the tone for communications today: technology, visuals, speed, trust, personality, the majority of speakers spoke in favor of trust. Personality was put in second place: people want to communicate not with a brand, not with a thing, but with a person.
“We go shopping to someone we trust, and the opposite effect is that if we trust the seller, it’s easier to buy from him,” forum speaker Anastasia Reznikova explained her choice.
In her opinion, the level of anxiety and worry in society is growing.
“And against this background, it is no longer possible to work through manipulation, pressure into pain and the intensification of some fears, because it’s already scary. And now there is only one option: to build relationships with clients on trust, respect and care,” she said.
Then, during his lecture “Marketing in the Apocalypse,” Maxim Ilyakhov also emphasized the changing trend in communications.
“Care, love, benefit, respect – that’s what, in my opinion, everyone lacks today. And this can be the content of the texts of posts,” he gave this advice at the master class “This is how they do it in Siberia,” where he examined cases of Siberian PR specialists.
The event was organized by the Public Relations Association “PR-Sreda”, the event was held with the support of Siberian Federal University and the Krasnoyarsk Territory Tourism Agency. The topic “Communications in the new reality”, in various aspects, was discussed on 7 tracks of the forum: “PROcommunications”, “PROmarketing”, “Efficiency Laboratory”, Transformation of the Environment”, “Media Drive”, “Springboard of Dialogue”, “Point of Attraction”.
Among the key meanings of the forum: how to communicate with the audience in the face of high competition, a crisis of trust and external uncertainty, what to rely on in order to be noticeable in the information field, how to use neural networks and merch to strengthen relationships with clients. Another cross-cutting thread of the event was the topic of building a brand – personal, business and even territory.
The forum ended with a speech by Seda Kasparova. And not knowing what her colleagues were talking about at the plenary discussion on the first day, she was in tune with them:
“Communication is the litmus test of trust, so it needs to be honest and open.” “People buy from people – build relationships, pay attention to values and personal touch.”
The event brought together participants from 93 cities of Russia, and guests from six countries joined the online broadcast. 65 speakers addressed them.
