Russian Public Relations in 2020: Peculiar Features of Transformation

Abstract

The paper presents the current transformations of Russian public relations during the SaRS-COVID-19 pandemic and remote working in 2020. In response to the crisis and uncertainty, companies have adapted and restructured corporate strategies and communications. The increasing demand for communication support of strategies and daily support of corporate activities indicates the growing significance of PR and the implementation of organizational strategies, as well as the demand for the optimization of corporate communication in society. The PR industry in general and professional communication are becoming more and more integrated due to the attraction of knowledge, competencies, specialists from a wide range of related industries: marketing, sociology, management. The current communication situation caused changes in the characteristics of Russian PR in the segment of communication agencies. Despite the traditionally high volume of the agencies’ marketing services, the growth of crisis and digital communications has turned to be stable, which indicates the demand for more flexible PR formats. Based on an analysis of public relations of the leading local communication agencies in 2020, the authors put forward a hypothesis on the formation of the prerequisites for the transition of Russian public relations to the format of strategic communications.