Sergey Tikhonov, VK Press Secretary, shares his PR Day insights on why critical thinking remains PR's most vital competency
"The fundamental skills of a PR professional remain constant regardless of position, industry, or company size," Tikhonov states. "Critical thinking, strong communication abilities and concise messaging have always been — and will always be — the foundation of our work."
Emerging Trends in PR Practice
Tikhonov highlights two notable developments from the past year:
AI Maturity Shift
"More professionals now treat AI assistants as serious productivity tools rather than novelties, using them for genuine time savings and creative inspiration."
"More professionals now treat AI assistants as serious productivity tools rather than novelties, using them for genuine time savings and creative inspiration."
Business Impact Awareness
"I'm observing a new generation of PR specialists consistently asking 'How does my work actually drive business value?' This strategic mindset whether newly emerged or simply newly visible marks an important evolution in our field."
"I'm observing a new generation of PR specialists consistently asking 'How does my work actually drive business value?' This strategic mindset whether newly emerged or simply newly visible marks an important evolution in our field."
Make Sense in every message