AGT expert Vladislav Shulaev took part in PR Days in Khabarovsk

31 May 2017

AGT expert Vladislav Shulaev took part in PR Days in Khabarovsk

Vladislav Shulaev, Director for Promotion of Territories and Strategic Communications of AGT Communication Agency, took part in the international forum in the field of public relations "PR Days in Khabarovsk" on the topic "Branding of the Territory: from Local Brands to the Communication Strategy of the Development of the Far East".

Within three days, over 250 specialists in the field of public relations and intercultural communications, politicians, businessmen, representatives of executive and legislative authorities, NGOs, commercial organizations, media and creative associations of Khabarovsk, Khabarovsk Krai and the Far Eastern region shared their experience and worked out general recommendations for building Regional brand. About 30 unique cases were presented - from cultural to large business projects.

The project has gained international status thanks to the participation of the Chinese International Public Relations Association (CIPRA). The Chinese colleagues noted that few people know about the Far Eastern capital in their country. At the same time, ordinary Chinese people are interested in Russia. And first of all, in terms of tourism and organic food.

"We are ready to help in the promotion of the Khabarovsk brand," said Sun Yue, Director for Cooperation with Russia and with the countries of the former USSR of the China International Public Relations Association (CIPRA) in Russia. "But for this it is necessary that in your region tourism develops actively, conditions are created."

The plenary session of the forum, chaired by Vladimir Solodov, Deputy Plenipotentiary of the President of the Russian Federation in the Far Eastern Federal District, and Stanislav Naumov, RASO President, was devoted to the topic of consolidating business, government and civil society.

The cases on PR support of the Far East hectare and TACER projects were presented. These projects are media drivers of the territory, according to the results of a study specially conducted on the initiative of Vladislav Shulaev by the communication agency AGT and the analytical agency Smyslografiya for PR Days in Khabarovsk. Representatives of non-profit organizations and large regional and Far Eastern companies (Far East Bank PJSC Sberbank of Russia, Gazprom Far East gas distribution company, Khabarovsk airport, Media Holding Guberniya, Forest Products Company, etc.) took part in the discussion, and, in turn, shared their experience of using regional themes in their progress. The people's project "Our Choice 27" was presented, the task of which is to attract the attention of the Khabarovsk Krai residents to the products of local producers.

"The task of building a territorial brand and managing it is an urgent task if the territory is interested in increasing the effectiveness of its efforts in various directions," said Vladislav Shulaev, co-chairman of the RASO Branding and Promotion Committee, Director for Promotion of Territories and Strategic Communications of AGT Communications Agency, Moscow. Promotion involves identifying the advantages of the territory in each of the areas and focusing the attention of the relevant target audiences on these benefits. Growing a territorial brand is not a quick process. However, there are methods to accelerate the result. This, for example, identifying among the local brands drivers of each direction and purposeful assistance to them. Pilot media analysis showed that such drivers in the Khabarovsk Territory are in the investment sphere and are practically absent in the tourist and consumer spheres. During the project-creative session, the forum participants developed a number of activities to promote the goods brands and tourism of the Khabarovsk Territory. Experts of the Days of PR in Khabarovsk recommended the government of the Krai to hold a special tourism forum, as well as conferences on some sectors in which Khabarovsk occupies a leading position - oil refining, logistics and transport, the implementation of the federal program "Far Eastern hectare."

The forum was organized and conducted by a team of the Department of Advertising and Public Relations, Institute of Social and Political Technologies and Communications, the press center of PNU, the Far East school of PR with the support of the Main Directorate of Information Governor's and the Government of the Khabarovsk Territory, the Office of Public Relations Main Department of the interior of the Governor Politics and government Territory, the Ministry of culture of Khabarovsk Krai Government, the Committee of the consumer market, food processing industry Krai Government participation and wherein the branch of JSC "DRSC" "Khabarovsk electrical networks".

Presentation of V. Shulaev's speech "The system of building a territorial brand: the contribution of local brands" at the Forum "PR Days in Khabarovsk"

Interview of V. Shulaevaytelekompania "Gubernia" on the prospects of Khabarovsk krai promotion