Community Of Russian PR Practitioners Promo, Case study THE BALTIC PR WEEKEND by NW RASO, Ogilvy & Mather Moscow


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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Russia
Agency NW RASO
Agency Ogilvy & Mather Moscow
Released September 2011

Credits & Description

Category: Public Affairs
Product/Service: PR INDUSTRY EVENT
CEO of SPN Ogilvy, Vice President of RASO, Chairman of The Baltic PR Weekend Organizing Committee: Andrey Barannikov (SPN Ogilvy, Russian Public Relations Association (RASO))
Founder and first Chairman of the North-Western branch of RASO (NW RASO), President of RASO (2003-20: Marina Shishkina (Russian Public Relations Association (RASO))
Deputy Managing Director of SPN Ogilvy, Executive Director of NW RASO, Executive Director of The Bal: Ekaterina Trofimova (SPN Ogilvy, NW RASO)
Communications Manager at SPN Ogilvy, Project Coordinator at NW RASO, The Baltic PR Weekend Project: Elena Lazarenko (SPN Ogilvy, NW RASO)
Customer Focused Team Coordinator of SPN Ogilvy, Registration, Accommodation and Partnership Manager: Anastasia Makarova (SPN Ogilvy)
Business Intelligence Manager at SPN Ogilvy, Foreign Speakers Manager and Head of Editorial Group at: Ekaterina Boglaeva (SPN Ogilvy)
Assistant Communications Manager at SPN Ogilvy, Project Coordinator at NW RASO, Russian Speakers Man: Anna Cherkasova (SPN Ogilvy, NW RASO)
Assistant Communications Manager at SPN Ogilvy, Project Coordinator at NW RASO, Media Partnership Ma: Kirill Alexandrov (SPN Ogilvy, NW RASO)
Media placement: Press Releases - Russian And International Industry And Business Media (Online & Offline); Partner Media; BPRW Site - May - September 2010
Media placement: Email Newsletters - Previous Year Participants, Members Of Russian And International Industry Organizations, Media - May - September 2010
Media placement: Banner Announcements - Partner Portals And Partner Media Websites, Industry Association Websites - Russia & CIS - May - September 2010
Media placement: Radio Announcements - Key Russian Business And News Radio Stations: BusinessFM, Echo Of Moscow, Etc. - May - September 2010
Media placement: Brochures - Distributing At Partner And RASO/NW RASO Events (Russia&abroad); Direct Mailing To Potential Members - January - September 2010
Media placement: Interviews With Heads Of The Organizing Committee And Key Speakers - Partner Media, Business And Industry Media - Russia And CIS - August - December 2010
Media placement: Online Conference Of Head Of The Organizing Committee - The Russian PR Portal, - September 2010
Media placement: Online Cast Of Plenary Sessions (Publishing Stenographs Live) - The Russian PR Portal, - 16-17 September 2010
Media placement: The Baltic PR Weekend International Student Conference - The Youth House, St Petersburg - 15 September 2010
Media placement: The Baltic PR Weekend International Conference - Corinthia Hotel St Petersburg - 16-17 September 2010

Summary of the Campaign
The PR industry in Russia is only about 20 years old. Building the entire industry from scratch in the hectic post-Soviet environment was accompanied by numerous challenges: a huge lag in expertise, unethical practices encouraged by political campaigns of the 90ies, little understanding and a negative attitude to PR in the media and wide public, ill reputation of Russian practitioners in the eyes of the international PR community, low industry transparency, little cooperation between professionals.
To tackle these, The Baltic PR Weekend International Conference was launched in 2001 by one of the leading industry players. Founded as a platform for interaction of all parties interested in developing professional communications, BPRW unites Russian and international PR practitioners, heads of professional associations, government authorities, business owners, media and related industry leaders.

The conference’s concept is "FACES&CASES": inviting key experts and decision makers as speakers, sharing most the successful PR campaigns, discussing the hottest issues from a communications prospective. In 2010, BPRW celebrated its 10th anniversary. The 10 BPRWs united over 7,600 practitioners and PR students from 22 countries. Several documents setting industry standards were designed. Russian practitioners’ expertise level has significantly increased. Media coverage of the PR industry has grown and improved.

The Situation
The Western PR industry is a good hundred years old; in Russia, it’s only 20. Building the whole industry from scratch on the savage post-Soviet ground was accompanied by numerous problems:

- Unethical practices spawned by 'dirty' political campaigns of the 90ies and hectic market development, misinformation and paid-for publications being considered common by both the media and PR practitioners.

- Bad public reputation of PR; little understanding of its meaning and functions by society and the business community.

- Lack of expertise, no strategic approach, poor toolkit (numerous practitioners equaling PR to "carpet-bombing" with press-releases).

- Low industry transparency and cooperation level.

The Goal
- Improve the reputation of the Russian PR industry inside and outside the country; educate clients, media, government and the wide public about PR and its role in creating social harmony.

- Facilitate practitioners’ interaction with each other and other parties.

- Fight unethical practices, establish industry standards and accelerate expertise growth.

- Raise the Russian PR industry to an international level; make Russian practitioners active members of the global PR community.

- Educate the next generation of PR professionals.

Media coverage of PR industry and the existing mechanisms of industry development were analyzed to determine the weakest points and find the best approach.

The Strategy
Launching The Baltic PR Weekend international conference - a platform uniting all parties interested in developing professional communications: PR community, clients, government, media, trade associations.

Going beyond the industry: building bridges between PR and other disciplines; addressing not only industry challenges, but also social, political and economic issues requiring PR measures, to demonstrate the role of communications and find applicable solutions.

BPRW concept - "FACES&CASES": uniting key experts, discussing the hottest topics, sharing best practices.

Top international and Russian PR practitioners, heads of industry associations, business owners, government authorities and renowned journalists were invited as speakers.

Two key industry organizations are involved as co-organizers: the Russian PR Association (RASO) and the International PR Association (IPRA).

Launched in 2001, BPRW is held annually in St-Petersburg. In 2010 it celebrated its 10th anniversary.

A day prior to the event, The BPRW Student Conference is annually held for future professionals featuring speakers of 'adult' conferences.

The 10th anniversary Baltic PR Weekend was held on 16-17th September 2010, in Corinthia Hotel St Petersburg, preceded by the student conference on September 15th. The program included two plenary meetings, seven panel discussions and the Weekend Party.

Keynote speakers featured: Miles Young, CEO, Ogilvy&Mather Worldwide; John Saunders, Board Member, ICCO; Paul Holmes, President, Holmes Group; Stanislav Naumov, Deputy Minister of Trade and Economic Development; Alexandr Vasiliev, ex-Editor-in-Chief of Kommersant, Russia’s leading daily, and others.

Key topics covered: integration of PR and other communication disciplines, world trends in digital, the global image of Russia (in the context of EXPO 2010), communicating a healthy lifestyle nationwide, etc.

Anniversary activities: participants’ interactive voting for best speakers of the decade; giving ten BPRW Awards for contribution in industry development.

Communication support: BPRW website, email newsletters (RUS/ENG), press-releases, media partnerships, online conferences at the RASO website (including publishing plenary session stenographs live).

Documented Results
- Over 4,100 participants and experts from 22 countries attended BPRW for the decade (an average of 400 delegates annually); over 3,500 future professionals attended the student conference. BPRW has grown and is now the largest PR industry event in Eastern Europe.

- Russian practitioners’ expertise level has significantly increased (by comparative analysis of speakers’ presentations for different years).

- Several documents setting industry standards have been designed and approved at BPRW (pricing guidelines, recommendations on communications effectiveness, evaluation techniques, etc.).

- PR industry media coverage has been consistently growing and showing a clearer and deeper understanding of PR, its role and functions. The tone has changed from dominant negative to neutral and positive.

- BPRW has become the think tank and launch pad for several nationwide communication initiatives (a campaign to develop mass blood donation and others).

- International recognition: BPRW received two IPRA Golden World Awards for contribution in industry development (2002, 2004).