Izvestia Media October 2000

The French Way of Russia

The world leading networks size up Russian PR

Russia is currently resolving a dilemma: to sell away the Russian PR market, or to find appropriate ways for local operators to cooperate with the international networks. The world experience of resolving this dilemma is quite different. Germans has long been suspicious of PR and their PR market is now flooded by US operators. France is contrary. Seventy percent of the French PR market is held by domestic companies.

About two years ago the "big five" international networks, including Edelman PR Worldwide, Porter Novelli, Shandwick and Ketchum sent their representatives to Russia to estimate the landscape. These companies have different approach to national markets. For instance, Edelman believes national experts can do better on a native soil. However, before the real partnership starts, quite long time has to be spent on acquaintance. This process is about to finish with Imageland and Edelman. Others on the Russian PR market still have a longer way to go.

Veronica V. Moiseeva, General Director, Imageland PR