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NEW REALITY FOR PR: Why Internet, Niche Culture And Feedback Change The Communication Practice

Recently I've noticed that in search of the information about modern strategies in PR and communication, I moved from communication to popular business section of the library. And it’s not only marketing literature I take there, but also some books... Continue Reading →

ACTIVISM AGAINST REPUTATION: Why taking stands on controversial issues is risky for companies?

More and more businesses take stands on political and social issues, especially it's obvious in such countries as the USA and the UK, where society is highly polarized after Trump's election and Brexit. However, the question is how such statements... Continue Reading →

STORIES IN THE FOREFRONT: New challenges for storytelling in communication industry

Anecdotes and stories always sell, - who does not know this truth? It keeps attention, it makes people sympathetic and awakens empathy, so you engage with the audience and, if the story built cleverly, reach your aim and persuade people... Continue Reading →

DISBALANCED POWER: Influencer’s relations in the age of social media

«It's the golden question!» says stylist and fashion journalist Chloe Beeney about the problem of determining the influencers. «Nobody knows the answer». And she is not the only one who sees no real scheme to predict who will be the... Continue Reading →

CO-OPERATION ON THE SCREEN: How brands can use product placement effectively?

Product Placement is an easy way not only to advertise the product but also to make a good endorsement for the brand or company if it is placed in the right context for the target audience. From this point of... Continue Reading →

PR JUST FOR PR’S SAKE: How fashion and tech companies attract massive coverage without the real story?

If a special event or PR stunt receives massive coverage, it’s good for the company, it not it? Actually no. PR just for PR’s sake should not exist, as in long-term perspective it does not lead to sales, reputation improvement... Continue Reading →

TALENT GAP: Why PR faces the problem with Human Resources?

I’ve never could imagine that problem of firing new talents is one of the TOP-three problems for PR industry worldwide. The World PR Report 2016 by PRWeek and ICCO reveals, that optimism about talent rates only 5.6 at the Global... Continue Reading →

THE BIG NIGHT FOR PR: How Brands Use Oscar For Promotion?

The Oscar's Night finished a few hours ago, and the publicity machine around it is spinning now as fast as it can, providing curious people with information about best movies, best dresses and main surprises and comme il fauts of... Continue Reading →

CONFLICT OF INTERESTS: The role of media relations

The publicist Paul Graham (2005) describes PR as “a huge, quiet submarine beneath the news”. He reveals to media relations, which have always been the most significant part of the PR duties. I should mention, that the media relations equally... Continue Reading →

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