Leading communications industry experts discussed trends in PR education and technology at a seminar organized by the Association of Public Relations Teachers (APSO) and the Russian Academy of Public Relations (RAOS).
The seminar was organized jointly by the Association of Public Relations Teachers (APSO) and the Russian Academy of Public Relations (RAOS) and AKOS. Such seminars are held annually to improve the teaching of communications disciplines. This year's seminar topic was: Marketing and Digital Communications in Branding in the Context of Sanctions and the Establishment of Digital Sovereignty.
Faculty members from Moscow, St. Petersburg, Krasnoyarsk, Petrozavodsk, and Transbaikal State University participated in the seminar. Moderators: Sergey Trofimenko, President of RAOS, and Lyudmila Minaeva, Vice President of APSO and Chair of the Scientific and Methodological Council of the All-Russian Open Competition of Student Public Relations Papers "Crystal Orange."
The expert speakers were representatives of AKOS:
Ayta Luzgina, CEO of the KD (KROS) agency, spoke about how AI will change content management.
Ivan Rychkov, Managing Partner of Ex Libris, presented communications analytics and place brand research, practical cases, and methods for working with local and tourist audiences.
Yakov Minevich, Managing Partner of the PR agency Brand Affairs and founder of the student agency Cultcomms, shared his observations on changing student expectations for teaching and building a career in PR.
Denis Terekhov, Managing Partner of the AIR Platform and founder of the Social Networks agency, raised the topic of the transformation of the communications environment in the age of technology: "Leather vs. Silicon: The Age of Communications When Almost Nothing Depends on Us Anymore."
The seminar participants noted the importance of dialogue between the academic and professional communities for the development of relevant educational approaches and the exchange of practical experience.