Izvestia media 26/02/01

Echoing Effects

Izvestia Media interviewed Vice President of the world largest independent PR network, Edelman PR Worldwide, who visited "PR days in Moscow" on the invitation of Imageland PR.

What are the major trends on the international PR market?

One of the key trends is that PR becomes much more profitable industry than advertising. The second important trend is fast development of IT, which allows to directly reach the key audiences.

How do you estimate specifics of the national PR market?

I think Asia is a difficult one. It is a region where the connection between the local markets and our business is built with great difficulties.

Is there any specifics on the Russian PR market?

In my opinion, the Russian businesses more often need crisis relations programs. Also some practices have much in common with propaganda. But it is not for consumer PR. Everything is right there. As for standards, I think Russia meets as high requirements as the West.

Why conduct such events as "PR days in Moscow"?

The more such events we have, the better PR develops. Public relations still has to be explained to people and journalists... For example, people in Spain still think that PR is an echo of Franko's regime.