Tatyana Shahnes, PR Director of LG Electronics Speaks at the Moscow State University

Tatyana Shahnes, PR Director of LG Electronics (LG) in Russia and the CIS and a member of the Donor Service Coordination Council in the Public chamber of the Russian Federation, has spoken at Moscow State University (MSU) during the special AKOS course (The Russian Communications Consultancies Association) on the PR education program for students of the Philosophy faculty. She gave them a lecture on the theme “Specifics of working out and putting together corporate charity programs as element of brand construction using the example of the ‘corporate volunteers blood donor project’”.  Tatyana has previously given similar lectures at RGGU, MAI and GUU, RUDN, and also at the “Technology of Good” and “Run after Me” sessions of the All-Russia Youth Forum “Seliger-2011.″ Supporting donor initiatives is one of the priorities of the Blood Centre of the Russian FMBA by developing a voluntary blood donor program and its components in Russia.  Organizing ‘Donor Days’ and giving lectures in high schools has proven to raise youth involvement in the donor service.

Moscow university is recognized as the oldest Russian university and was founded in 1755. Now Moscow State University is one of the leading centers of Russian education, science and culture where more than 40 thousand undergraduates, post-graduate students, doctoral candidates, and professionals are studying. For two and a half centuries its students have made a huge contribution in supporting the universal ideals of freedom, humanity, goodness, beauty and truth. Last year’s MSU students have become active workers in Russia’s donor movement, trying to help those who require transfusions. Regular student donations take place in the university.

Once  young people are informed about the problems facing the donor service in the country where they live and study it is necessary to get them participating more actively which requires youth educational activity. During the lecture Tatyana Shahnes told participants about the ‘Corporate volunteers blood donor project’, organized by LG Electronics. Developing the scheme to promote a healthy lifestyle is a priority of LG’s policy on social responsibility. The company actively encourages people to give blood in the business and media communities and among the young.  They involve star ambassadors, and regularly organize Donor Days in Moscow and the regions. Tatyana Shahnes, as the first partner in a voluntary donor service program in the business community of Minzdravsocrazvitiya Rossii and Russia’s FMBA, told MSU’s students how LG Electronics organized 20 Donor’s Days at its offices, factories and high street branches alongside its publishing house partners and that one quarter of its employees are donors. Olympic champions Alexey Nemov, Svetlana Masterkova, Tatyana Navka, Svetlana Horkina and many other well known people enthusiastically support the donor service and regularly take part in LG’s Donor’s Days.

“The donor service is a noble cause aimed at solving problems in society which gives participants the satisfaction that they are doing important and necessary work. Today the idea of a donor service finds huge support among the young. Thanks to the students the Blood Banks receive a considerable part of the donations they need.  Nevertheless, it is important to continue working with youth, explaining that there is an ongoing shortage of blood and that by giving blood it is possible to save someone’s life”, – Tatyana Shahnes noted.

Elena Fadeeva, chairwoman of АКОS, General Director of Fleishman-Hillard Vanguard commented: «The special AKOS course for PR education among the students of the Philosophical faculty of Lomonosov MSU gives students the chance to obtain knowledge from the leading PR experts in the industry. Lectures by such experienced professionals as Tatyana Shahnes allow future experts to learn how to plan and put into practice an effective corporate responsibility program.”

Tatyana Shahnes is now planning to conduct lectures on a corporate volunteers blood donor service in several leading Moscow high schools. And in 2012 this program will be taken to the regions.


About LG Electronics

LG Electronics is the leading manufacturer of hi-tech electronics, modern mobile communication devices and home appliances. The company employs more than 93 thousand people in 120 branches worldwide. LG consists of four divisions: Home Entertainment, Mobile Communications, Home Appliances and Air Conditioning and Energy Solutions. The total amount of their world sales in 2010 were 55.8 trillion South Korean wons (48.2 billion US dollars). LG Electronics is the world’s leading manufacturer of flat panel TVs, mobile phones, air conditioners and washing machines. LG has signed a long-term agreement to become the global technology partner of Formula 1. With this partnership LG acquires exclusive marketing rights as the official supplier of consumer electronics, mobile phones and data processing equipment in these international competitions. For additional information, please go to www.lg.ru.

The Russian Communications Consultancies Association (АКОS) was founded in 1999 as a fundamentally new type of union for the Russian public relations market and has brought together the most respected and reliable independent players in the Russian PR market. At the moment AKOS consolidates 31 first-rate Russian PR-consultancies, whose common market share exceeds 50 %. Collectively AKOS members employ more than 1500 PR specialists. www.akospr.ru