The Russian Communications Consultancies Association (ÀÊÎS) conducted a round table devoted to «PR as a tool to increase sales and address other business objectives: yesterday, today, tomorrow" at the festival "Moscow PR Days 2010"

The Russian Communications Consultancies Association (ÀÊÎS) took part in the XIII Festival "Moscow PR Days 2010" with a round table «PR as a tool to increase sales and address other business problems: yesterday, today, tomorrow". Participants of the round table presented examples of communication programs that can effectively solve specific business objectives.

Industry leading experts came together to the round tables, including both agency representatives and PR department heads of Russia major corporations. Participants agreed that today PR, when carefully planned and properly realized, is one of the most effective tools for achieving various business goals, with results comparable and sometimes superior to the usual methods.

Galina Sidorova, deputy general director, "Propaganda", presented case study from agency practice and made a defined a simple link between PR and sales: "More information means higher sales." Her experience shows that massive education campaign aimed at promoting the product category as such can be very effective when promoting specialized products, while throughout educational work with the consumer can significantly contribute to sales growth.

Natalia Spiridonova, head of "International IT-companies" practice, "Gurov and partners”, shared the experience of interesting formats of press events for IT-companies. "Press events with a clear focus on business results can be a very effective tool for promotion of technology companies", - Natalia said.

Dmitry Sokur, CEO «Sokur PR» shared his vision about how brand impact sales. In his point view, brand investments provide concrete competitive advantages, expressed in quite real sales growth compared to other market participants, which give a lower value to developing their brand communications.

Yaroslav Tarasov, advisor to the chairman board, AGT Communications Group, spoke about how you can sell with help of GR. "Theoretically, PR is more focused on the results, while GR is more about the process. But practically, it is often quite the contrary — Yaroslav mentioned. - Our experience proves that an integrated approach to relationships building with governmental structures, including establishment of the system contacts with their representatives, can contribute to changing rules of the game at the regulatory field in a favorable direction, and promote technologies and solutions among government clients. "

"AKOS is a traditional partner of the “Moscow PR Days". This year, Festival's main topic was "Millenium. Restart", so we decided to recall the most successful examples of using public relations as a tool to achieve company's specific business goals. I am very pleased that this year, just as all the years before, our event aroused great interest of Russian PR specialists", - Elena Fadeeva, Chairwoman of AKOS, General Director of Fleishman-Hillard Vanguard, said.

To news list