PR Professional Day: Ksenia Dityatkina about key PR trends

Ksenia Dityatkina, Director of Communications and Social Responsibility at Auchan Retail Russia, shares her perspective on today's most crucial PR trends.

"At Auchan Retail Russia, we consider creativity the cornerstone of effective PR," Dityatkina notes. "In retail, it's not enough to simply spot news hooks – you need to package them compellingly for journalists and audiences alike. Speed remains absolutely critical, especially in our volatile world where hesitation during crises simply isn't an option."

The executive highlights how AI tools have become essential PR assets, now routinely used for tasks ranging from generating illustrations to text transcription.

Beyond technical skills, Dityatkina emphasizes soft skills: "Open communication, tact, and adaptability are highly valued within our team. The ability to pivot quickly and collaborate effectively with colleagues and partners often makes the difference between good and outstanding results."

The modern PR professional, she concludes, must blend creative thinking, responsiveness, tech-savviness and strong interpersonal abilities to succeed in today's demanding environment.