Dmitry Mikhailov, Head of product PR at MTS, shared the TOP 3 tips for aspiring PR professionals.
1. Study the market
Expertise in your field is the foundation of success. You need to deeply understand the business sector you work in. For example, if you work in telecommunications, you should know how mobile networks operate, which regulations govern the industry, how SIM cards are produced, and how pricing plans are structured. Journalists and business colleagues will primarily evaluate you based on this level of expertise.
2. Build meaningful professional relationships
Although people consume a large share of information via social media and messaging platforms, traditional media outlets remain authoritative sources. A story published by RBC or Kommersant still carries significant credibility. This is why strong, trust-based relationships with journalists are essential. Research editorial teams and understand which journalists cover specific topics. Offer them relevant news — or, even better, exclusives. This approach is highly valued and helps build long-term professional relationships.
3. Write consistently
The ability to communicate clearly in written form remains a core PR skill. Not everything will work perfectly at first, so allow extra time when possible. Collect as much factual material as you can, conduct in-depth interviews with subject-matter experts, and focus on producing high-quality content. Don’t be afraid to take on different topics and formats — with practice, results will follow.
Expertise in your field is the foundation of success. You need to deeply understand the business sector you work in. For example, if you work in telecommunications, you should know how mobile networks operate, which regulations govern the industry, how SIM cards are produced, and how pricing plans are structured. Journalists and business colleagues will primarily evaluate you based on this level of expertise.
2. Build meaningful professional relationships
Although people consume a large share of information via social media and messaging platforms, traditional media outlets remain authoritative sources. A story published by RBC or Kommersant still carries significant credibility. This is why strong, trust-based relationships with journalists are essential. Research editorial teams and understand which journalists cover specific topics. Offer them relevant news — or, even better, exclusives. This approach is highly valued and helps build long-term professional relationships.
3. Write consistently
The ability to communicate clearly in written form remains a core PR skill. Not everything will work perfectly at first, so allow extra time when possible. Collect as much factual material as you can, conduct in-depth interviews with subject-matter experts, and focus on producing high-quality content. Don’t be afraid to take on different topics and formats — with practice, results will follow.
Make Sense in every message