On November 15, the Moscow Chamber of Commerce and Industry hosted a round table “How to successfully promote business among Western partners with the aid of PR: opportunities and common errors”.
Mr. Patrick Schober, one of the leading European experts in the field of public relations, said that he is noticing an increasing interest among Russian executives in entering European and world markets. The main difficulties encountered are associated with not being acquainted with the nature of these markets, lacking the ability to liaise with the authorities and to receive the necessary information. With regard to the interaction with the media, according to the Worldcom’s research, in order to conduct effective campaigns in different countries and for different areas of business, one needs to use certain communication channels. In Europe, for example, an effective means for disseminating information are magazines, while the role of social networks in European countries in a number of their applications is greatly exaggerated. In addition, as pointed out by Mr. Schober, it is very important to present the media with materials in the language of the country in which they will be circulated: even the most interesting press releases, written in English, will likely be replaced by a less interesting, but not requiring translation, material.
The head of the company "Media-consulting», Ms. Svetlana Malkarova, talked about common mistakes typically made by Russian entrepreneurs trying to promote their companies in world markets. In addition, she said, successful promotion of products require the use of a wide range of approaches, including market research, the writing of a business plan for entering the international arena, developing a promotional strategy, defining and influencing the target market.
The speakers answered a number of questions by Russian entrepreneurs on patenting, opportunities for working with the Agency on not only major holdings and companies, but also small businesses and even start-ups.
Entering the world markets and competent promotion of products is now one of the promising trends in business development, and many Russian owners are considering the opportunity of using this development for the benefit of their companies. Therefore, the assistance of the PR services in monitoring the proliferation of Russian goods, products and services to the world markets is very much in demand.