Marina Bedretdinova, Head of PR at SberUniversity, shares her perspective on today's most impactful PR trends for PR Professionals' Day.
The Rise of Authentic Communication
"The dominant trend is the growing demand for open, honest dialogue," Bedretdinova notes. "We're seeing massive audiences gravitate toward everyday bloggers who share their lives simply and authentically – people who could literally be your neighbors."
This cultural shift is reshaping brand expectations: consumers now demand the same transparency from corporations. In response, companies are building comprehensive communities – complete with offline/online events, exclusive clubs, and owned media channels – to foster genuine connections.
The Folk Revival Phenomenon
Another surprising trend is the resurgence of folk culture. "Nadezhda Kadysheva and Tatyana Kortukova now outperform Billie Eilish in popularity metrics," Bedretdinova observes. "This isn't just about nationalism – it's a broader search for identity and cultural roots."
She points to universal recognition of acts like Ay Yola's "Homay" or Aigel's "Pyala" as evidence of this mainstream folk renaissance.
Essential PR Skills for the AI Era
In our rapidly evolving landscape, Bedretdinova highlights three critical competencies:
- Adaptability in the face of constant change
- Trendspotting with strategic implementation
- Regulatory awareness of evolving industry legislation
"The PR professional's role now bridges cultural anthropology and tech-savvy governance," she concludes.
Make Sense in every message