Russian PR Market in Times of Crisis: Volume, Entities, Specializations

For citation: Shilina M.G. (2016) Rynok PR-uslug v Rossii v period krizisa: ob"em, sub"ekty, spetsializatsii [Russian PR Market in Times of Crisis: Volume, Entities, Specializations]. Mediaskop 2. Available at: http://www.mediascope.ru/?q=node/2119

© Marina G. Shilina

Doctor of philological sciences, Associate Professor at the School of Integrated Communications, Faculty of Communications, Media, and Design, National Research University – Higher School of Economics (Moscow, Russia), marina.shilina@gmail.com

Abstract

Despite the economic crisis PR market becomes a significant segment of Russian economy, and demonstrates a positive trend of development. The article presents a study of the basic characteristics of Russian PR-agencies market in 2007−2015. The author describes this sphere of services as a growing one. The trends of PR in Russia are traditionally associated with a marketing component. However, recorded growth of strategic specializations, such as external relations and GR, financial communications and investor relations, geobranding are similar to those of developed industries, and it should positively affect both the market of PR and the industry as it is.

Keywords: public relations, creative entity, the market, the budget, the economic crisis, PR-service.

Notes

Andrey Barannikov: «PR v Rossii ne khvataet tsivilizovannosti i prozrachnosti». [PR in Russia lacks civility and transparency]. Mediabitch. 2015. 5 October. Available at: http://mediabitch.ru/barannikov/ (aссessed: 04.04.2016).

Reyting kommunikatsionnykh kompaniy Rossii po ob"emam biznesa – itogi 2012 goda. [Rating of Russian communication companies judging on the business volumes – the results of 2012]. RIA Reyting. Available at: riarating.ru/infografika/20140610/610619835html (aссessed: 04.04.2016).

Reyting kommunikatsionnykh kompaniy Rossii po ob"emam biznesa – itogi 2013 goda [Rating of Russian communication companies judging on the business volumes – the results of 2013]. RIA Reyting. Available at: ria.ru/economy/20130703/946881438.html (aссessed: 04.04.2016).

«Osobennosti rossiyskogo rynka PR-uslug: struktura, dinamika, spetsializatsiya-2015» [Features of the Russian market of PR-services: the structure, dynamics, specialization 2015]. Available at: http://www.sostav.ru/publication/pr-rynok-akos-17211.html (aссessed: 05.03.2016).

The Economics of Reputation (2014). PRCA. Available at: http://www.prca.org.uk/default.asp?pid=2258 (aссessed: 04.04.2016).

http://www.akospr.ru/standarty-industrii/kpi

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