At the session “PR on the Verge of PR” during the 27th Russian Internet Forum, PR, government relations and marketing professionals mapped the current landscape of communication and debated the skills needed today. The discussion highlighted how the field has shifted toward speed, adaptability, and tangible results rather than long-range forecasts.
According to Anna Ivanova, head of content distribution and technology at Rambler and Co, the rule now is simple: there is no time to explain. Public relations teams should avoid wasting resources on elaborate forecasts and complex hypotheses. Instead, they are urged to stay flexible, tune into the audience mood, and use frequent A/B testing to quickly gauge what resonates and what does not. The goal is to move fast, learn rapidly, and refine messages in real time. [RIF 2023 – Expert Panel]
The experts also underscored the value of brand media created by both business and government. For instance, the Ministry of Digital Development of the Russian Federation has transformed Gosuslugi into a robust information service. This platform now delivers up-to-date opportunities for personal development and social support to more than 100 million Russian citizens. Maria Mezentseva, an advisor to the minister, noted that the ministry has long maintained its own Telegram channel where practical information for IT professionals is published promptly. [RIF 2023 – Expert Panel]
A third trend centers on information verification capabilities, continuous monitoring of the media environment, and rapid countermeasures against counterfeit content to prevent its spread. An additional emphasis is placed on anthropocentrism in communication, ensuring that the audience and its needs sit at the center of every message. In recent years both the private sector and public institutions have increasingly targeted audiences with precise, hard point outreach. By policy, public institutions maintain social media accounts to engage directly with citizens. [RIF 2023 – Expert Panel]
Alongside these shifts, the panel noted that simply maintaining a social presence is no longer adequate. Omnichannel strategy has emerged as the fifth trend, encouraging organizations to maintain visibility across a broad spectrum of platforms to reach the widest possible audience. The goal is to meet people where they are and to maximize reach without sacrificing relevance. [RIF 2023 – Expert Panel]
User-generated content also features prominently in the contemporary PR playbook. Content created by users tends to generate higher engagement and often carries greater credibility. The panel stressed that public relations work today should transcend the confines of the internet domain. It should extend into practical, real-world contexts where audiences live, work, and interact daily. [RIF 2023 – Expert Panel]