Elena Fadeeva, Vice-President of the Russian public relations association (RASO), general director of FleishmanHillard Vanguard and president of the Orta communication group, took part in the project session «New people – new communications» held in the framework of «PR Days in Moscow» conference on December, 16th, 2015.
«PR Days in Moscow» is an annual industry event organized by RASO and brings together PR and advertising industry leaders as well as representatives of business, government and media. Held since 1996, it is one of the oldest and most respectable Russian forums for PR This year, the conference was devoted to the topic «New people – new communications».
The opening panel of the conference has brought together the leaders of the Russian communications industry to discuss a new study done by RASO and focusing on how generation Z perceives information. The study was prepared by the Association’s initiative group especially for «PR Days in Moscow» and was devoted to the way of perceiving and analyzing information by generation of people who today are aged from 5 and 20.
In her speech Elena Fadeeva shared her view on the specifics of interaction with the new generation, especially taking into consideration the experience gathered within the student and corporate communications projects competition Eventiada Awards, which is actively supported by FleishmanHillard Vanguard.
«At FleishmanHillard Vanguard, we are working closely with representatives of the generation Z – both as a target audience of communication campaigns and as future professionals within our internship programs. In addition, by supporting Eventiada Awards that today serves as an open platform for sharing experiences and ideas between today’s and future leaders, we get a lot of insights that provide a better understanding of the new generation. We see that when talking to these young people, it is crucially important to develop a two-ways dialogue and ensure opportunities for them to give open feedback. In this way, that they can effectively learn from today’s experts and industry leader and combine this knowledge with their new ideas and fresh thinking. This approach has been also proved highly effective within various educational programs initiated by FleishmanHillard Vanguard», – Elena Fadeeva said.