When anxiety is growing around, people want to understand that business is sustainable and that it helps in some way. Just not in the spirit of "we gave away three rubles," but that we are doing something comprehensively: remodeling a park as part of some urban program, volunteer movements, collecting garbage along Lake Baikal, etc. The federal press considers such topics minor, but such stories organically spread across the regions - in the regional press, among local bloggers.
Sergey Skripnikov
Another topic for communication with the audience is environmental initiatives of various kinds. Environmental issues in general are increasingly interesting to people, this is a global trend. But in Russia there is another reason for the growing popularity of the eco-agenda.
People feel that their ability to discuss issues has become limited. Therefore, the topic of ecology has become a direction where they can channel their discontent and anger. And here the corporate sector is honduras mobile database facing a growing number of challenges. In regions where intra-elite conflicts or active political struggle persist, ecology is becoming a topic that is very easy for political movements, activists, and public figures to sit on and earn political points.
Sergey Skripnikov
Director of Public Relations, UC RUSAL
We have already noted more than once that the amount of business news has been steadily decreasing in the last two years. Companies have begun to share their plans, projects and results of their activities less and less frequently. However, as our experts claim, the audience's interest in the business agenda has remained.
By the end of 2022, our website, which we are gradually turning into a business media outlet, was on par with some business media outlets in terms of the number of unique users. People still read and expect content that is useful in everyday business life, although their requests have changed slightly. For example, there is interest in applied information, such as “what to do if...”, as well as in strategic, or “evergreen,” content — about leadership, team inspiration, sustainability.
Ksenia Trifonova
Director of External and Internal Communications, SKOLKOVO School of Management
How companies' external communications have changed: caution and closed offline events
Companies understand perfectly well the demand of people for openness of companies. However, there are industries where such openness can seriously harm business. Companies find themselves between two fires: the growing attention of the audience and the sanctions policy that affects relations with partners.