This situation makes the professional market to raise the issue of accreditation or certification PR services. By this view came to registered users of the South-Russian conference «PR Seasons," which will be held from 23 to 24 March in the city of Krasnodar.
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In the future, regional PR-market should specialize
Development of regional PR-business is impossible without specialization. Today, 95% of agencies Krasnodar region, working in advertising and BTL and event services offer PR services in the structure of the services. However, 95% of the proposals is not true and in fact misleads the consumer. Agencies genuinely qualified and professional staff and offering PR-services as a key for only 2% of the total.
"Such a step would help market participants to compete fairly in the market and return the value of the concept of PR» - says the head of the organizing committee of the conference «PR seasons", director of public relations "Vanguard" Vitalii Sheremet.
Currently, PR, advertising and BTL is inextricably linked to each other concepts, especially at the regional level. The value of the profession leveled primarily due to the fact that the professionals working for government and large corporations, local agencies are limited staffing and scope of the project, and in fact these conditions inhibit the education of new professionals in the industry and often even graduates of the faculties can not distinguish advertising from PR, as in most cases with the second not even encountered in practice.
"Certification has already been tested on the basis of the Federal Association of Public Relations. It's time to move this experience on the regional soil "- said Vitaly Sheremet. If we are talking about the future of PR in the region, we should not only raise the value of the services and trade, but also assist agencies to specialize. PR services market is quite narrow in the region, therefore, to better its development agencies need to occupy the niches that provides regional industry or become a pro in one or two services.
A professional company can not fulfill all quality dozens of services listed in his list. To achieve this, sadly, regionalschiki have neither the human resources, no training. Impasse - specialize and be out of the competition.
The process of professional certification in the region could begin in 2011. The monitoring function can be assigned to the PACO and PR-industry leaders in southern Russia.
PR-agency "Vanguard" (Krasnodar)
PR-agency "Vanguard" (Krasnodar) - the agency of a full cycle. Based in Krasnodar in 2003. Main services: comprehensive solutions in the field of public relations and communication with the public authorities and the media. Among the company's clients - major international and domestic commercial and industrial holdings, the company successfully operating in the financial sector and the world of b2b. PR-agency "Vanguard" is implementing projects throughout the whole of the Southern Federal District. Offices in Voronezh, Krasnodar, Rostov-on-Don, Stavropol and Sochi.
Relations Association (Russian Association of Public Relations)
Public nonprofit organization Russian Association of Public Relations was established in 1991. Among the founders: the Union of Journalists, the Association of Employees of advertising, the UN Secretariat, the Chamber of Commerce, the Russian Commodity Exchange, the Embassy of the USSR in the United States, the Soviet Foreign Ministry Information Department, Moscow State Institute Soviet Foreign Ministry, the Economic News Agency, the Institute of Sociology of the parliamentary system. PACO - co-organizer of the National Award in the development of public relations "Silver Archer". Soorgonizator most authoritative Russian Forum "PR Days in Moscow" and Baltic PR Weekend.