The II International Forum “Strategic Communications, Ideas & Insights” was held in the Moscow Digital Business Space. The event highlighted the importance of communication technologies for the business and public sectors, as well as their role in strengthening the country’s sovereignty.
The program brought together around 700 participants from more than 50 regions of Russia and other countries. Among them were 120 speakers from Russia, Argentina, Brazil, India, China and Uzbekistan, as well as experts from BRICS and the Shanghai Cooperation Organization (SCO). The network TV BRICS served as the forum’s international media partner.
“This year, our event received almost twice as many delegates, which shows that we are on the right path. From the beginning, we have invested in cooperation with state institutions, which allows us to take the challenges of the communications sector to the highest level. We hope that our platform will gradually gain its own identity, differentiating itself from other events by the depth of expertise, the audacious objectives and the orientation towards the future of the industry”, said Andrei Lapchov, president of the Association of Public Relations Consultancies (ACRP).
The program included three plenary panels on the prospects of the communications sector, whose market will reach 2.5 trillion rubles (around R$164 billion) in 2025. Experiences in creating and promoting Russian brands were also discussed, based on ten real cases, and ways to build trust between countries through communication.
The forum also featured seven thematic debates dedicated to artificial intelligence, the use of digital technologies in public relations, the media, creative products from the communication industries, the new role of internal communication, research in the area, the personal brand of business leaders and anti-crisis communication technologies.
Among the experimental formats was the international conference call “Codes and National Brand Builders”, in which experts discussed what makes countries understandable and trustworthy to external partners. During the session, Tatiana Kotcherova, head of international projects at TV BRICShighlighted that, when talking to the public, it is essential to speak their language and adapt to the cultural and social context.
“Another important aspect is the cultural and humanitarian projects, which bring history into direct dialogue between people. TV BRICSthis area receives special attention. One of the main examples is the BRICS+ Information and Cultural Media Center, opened at the Rudomino Library of Foreign Literature in Moscow. It is a space where professional and public communication takes place not in the format of official negotiations, but through culture, knowledge and direct exchange, exactly what helps to form solid ties between countries,” added Kotcherova.
She also highlighted that publishing content through partner vehicles makes it possible to reach audiences that often do not interact directly with foreign sources of information. In this way, news about projects, initiatives and achievements of BRICS countries reaches the final public through known and respected channels, which increases trust in the content and improves its reception.
For the first time, the forum held a creative presentation by communication agencies. Participants were also able to interact in spaces dedicated to media and books. The program also included activities for young people, workshops, an open sectoral meeting with representatives of the main Russian communication associations and a national seminar for spokespersons and public relations specialists responsible for informative coverage of the creative industries in Russia’s regions.
“At the event, we sought to solve a series of systemic tasks. Experts from more than 50 regions were able to exchange practices and develop common approaches for the communicational promotion of the creative economy”, said Tatiana Iliuchnikova, Deputy Minister of Economic Development of Russia.
During the forum, ACRP and its partners presented specialized products for the market, including a sector code, research, guides and recommendations.
The first Code of Practices for Responsible Interaction between clients and service providers in the public relations market was approved by representatives of the ACRP advisory board, which brings together 30 leaders in the communication area in large companies and federal agencies, as well as sectoral associations. The document brings together reference practices that can guide clients in making decisions and analyzing controversial situations.
The International Forum “Strategic Communications, Ideas & Insights” was organized by ACRP. For the second year in a row, the event was supported by the Ministry of Economic Development of Russia, the Ministry of Foreign Affairs of Russia and the Expert Council for the Development of the Creative Economy of the Economic Policy Committee of the Russian State Duma.
Source: www.brasildefato.com.br
