It is important for the business world to anticipate events 1-2 steps ahead, not in the role of catching up. In an interview with the newspaper about this “Kommersant” said Polina Trizonova, Head of the Press Service of Sberbank. He told the publication how, in conditions of external crisis, enterprises can effectively organize the work of the press service and successfully overcome difficulties.
“The algorithm of action in conditions of external crisis is quite simple: to keep in touch with all leaders, to monitor the real and informational situation every minute, to think over scenarios for its development and, in parallel, to prepare communications. Here, it is important to anticipate events 1-2 steps ahead and not be in the role of catching up,” Trizonova said.
He emphasized that although social networks and blogs have already become a well-established communication channel, the main reach and brand information for the audience is still carried by the media.
“First of all, we’re talking about the biggest companies in the real economy sector — industry, retail, finance, telecom, etc. If you look at the most discussed topics in knowledge, 90% of them are initiated by journalists. cases, ”added the head of the Sber press service .
According to him, industrial companies, both large and small, need to focus above all on working with the media.
“The tools can be different: from situational PR to in-depth study of complex issues – holding informal meetings with journalists, press conferences or large programmatic interviews as new products are launched to market,” Trizonova said.