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Olga Bubnenkova: “A real pr-specialist maneuvers between the cultural, economic, news and political spheres”

Modern PR man: creator of the company’s image
“I am often asked by beginning PR specialists about what a specialist in the field of PR communications should be like. Is it enough in modern conditions for a communicator to write press releases and arrange interviews with influential publications? I can say that those strategies that worked five years ago may already be losing. In a multi-byte stream of information, promoted content is easy to get lost if PR work is built according to a simplified strategy. I would like to talk about what tasks a real PR specialist should take on, capable of creating a global brand … ”

Creating an image on a target basis
In my opinion, building an organizational strategy should begin with goal setting. What do you plan to achieve as a result: to achieve the maximum reputation of the brand, to achieve its fame, to establish new partnerships, or to cover everything together? The PR specialist creates the image of the company by analyzing all aspects. Microcommunications, anti-crisis constructions and current trends are taken into account.

A professional communicator is always at the forefront of events, he does not lose sight of anything. At the same time, he clearly calculates several moves ahead, and knows how to change direction, and also understands which solution will be optimal in a particular situation.

What should a publicist know?
A real specialist masterfully owns digital tools. PR isn’t the only thing he’s good at. He also has knowledge in the field of GR, that is, he knows the technique of relations between business and authorities, and knows all the intricacies of IR – a field of activity aimed at interacting with investors.

The PR specialist of 2021 has a clear idea of ​​​​the target audience with which he will have to work. Here we are not always talking about consumers of the product. The focus is also on partners, investors, competitors, the expert community, regulators, and the media. It is also important for him to take into account the reaction of microfinance organizations. An individual information channel is created for each target audience.

Olga Bubnenkova

How does a PR work?
A PR specialist must solve problems in a complex way. He creates a common system, the so-called communication tape. It is impossible to work out a separate direction without taking into account the others. At the same time, there is a relationship between brand reputation and its value, as well as the popularity of the product. It is impossible to create separate publications about the company, and thereby increase its rating. For this, systematic work by an experienced communicator should be carried out.

The adopted brand promotion strategy cannot be unchanged. A PR manager must constantly see the real picture of what is happening, and make the necessary changes. Novice specialists are interested in when to change the communication strategy: in a year, two, three? This question can be answered that in the current conditions, even a strategy with a year of experience is already considered obsolete. The business world is dynamic, so it requires a high speed of strategic changes that will fully meet the needs of the target audience. There is such a rule that the higher the speed of strategic adjustments in the PR sphere, the more popular the brand is with consumers. This postulate is most relevant for the field of fintech.

Master strategies
The PR specialist initially develops his plan for the communication strategy. It discusses the tools that will be used to maintain interest in the company.

It is worth noting that even the most famous brands periodically make mistakes in their work, but at the same time they occupy a leading rating position. This speaks of the good work of PR specialists. Obviously, the communication strategy in these companies is built in such a way that it does not allow the loss of consumer interest, and is able to maintain his trust at a high level. And, as you know, customer loyalty is the key to the success of the company.

A real PR man maneuvers between the economic, news and political spheres, and always wins. He knows how to present a product beautifully, and how to present a brand, arousing interest in it. By itself, a product without PR is already unattractive for the consumer. The modern consumer wants to know who created the product, what is the history of the brand that makes it, what kind of person runs the company, and if he has a good reputation. We can say that the PR person creates a dialogue between the company and the consumer. The result of his work can be either a steady interest, or the effect of losing a consumer. The latter happens if the PR manager has not worked out the target audience enough. The role of communicators in conquering the market is very great.

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