Olga Sorkina, Head of Public Relations at the Zvuk music service, shared her observations, which is important for PR right now.
1. Short-form content and new media
PR is no longer limited to traditional media. Today, we design news hooks with virality in mind, particularly for Telegram channels and other fast-moving platforms.
2. AI literacy and the ability to work with neural networks
AI has become an integral part of the communications production chain. At ZVUK, this skill has been formalized as an official employee competency across all departments. Moving into 2026, we are taking strong, well-tested prompts with us — alongside strict validation of AI-generated content.
3. Antifragility as a soft skill and expectation management
This may sound like a business skill, but it is critical in PR, where reality constantly shifts due to business priorities, the external news agenda, editorial moods, Telegram channel admins, company risk policies, levels of trust in your expertise, and the depth of internal approvals. The ability to work effectively in a dynamic environment, continuously learn, remain resilient in the face of change, and use uncertainty as a source of professional and personal growth is something we carry with us every year.
PR is no longer limited to traditional media. Today, we design news hooks with virality in mind, particularly for Telegram channels and other fast-moving platforms.
2. AI literacy and the ability to work with neural networks
AI has become an integral part of the communications production chain. At ZVUK, this skill has been formalized as an official employee competency across all departments. Moving into 2026, we are taking strong, well-tested prompts with us — alongside strict validation of AI-generated content.
3. Antifragility as a soft skill and expectation management
This may sound like a business skill, but it is critical in PR, where reality constantly shifts due to business priorities, the external news agenda, editorial moods, Telegram channel admins, company risk policies, levels of trust in your expertise, and the depth of internal approvals. The ability to work effectively in a dynamic environment, continuously learn, remain resilient in the face of change, and use uncertainty as a source of professional and personal growth is something we carry with us every year.
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