On December 15th during the «PR Days 2011» festival marking the 20th anniversary of the Russian PR Association (RАSО), Elena Fadeeva, chairwoman of АКОS and general director of Fleishman-Hillard Vanguard, spoke at «The Role of National PR associations in branch development» round table. Stanislav Naumov, President of RАSО, Vice-president of Skolkovo’s government relationship fund, PR development and regional policy acted as the moderator of the round table.
Participants at the meeting discussed international practice when forming national PR-associations, their function and the directions of their activity. This took into account professional quality standards and questions of ethics within the activities of such associations. The role of professional associations for the PR industry was a key theme of discussion. Elena Fadeeva, chairwoman of АКОS, general director of Fleishman-Hillard Vanguard, presented her thoughts on this question. Using the AKOS association’s activity as an example she noted the developing function of such associations in industry: ‘We consider the development of PR activity in Russia and reaching an international level in the market our main goal and АКОS has devoted a set of projects to achieving this’.
In particular, the association is strengthening vocational training in Russia by starting special АКОS courses at the Moscow State University and HSE. In her presentation Elena Fadeeva also noted the function of setting industrial standards in branches, which АКОS insists upon. A number of standards regarding tenders on PR services, principles of pricing and many other aspects of PR activity which are important for the further development of the industry have been adopted within the association. Elena Fadeeva also mentioned the research into the volume of the PR market which has been regularly conducted by AKOS since 2007. Projects in digital communications and questions of ethics will be actively discussed by the association.
Summing up the professional mission of PR associations, the round table participants noted their contribution in increasing a business’s prestige, increasing the PR agency’s value on the market and the growth of the PR market.