Post by shukla on Nov 2, 2024 23:44:06 GMT -6
Speech by Victoria Vasilyeva, Director of the Public Relations Department, POLUS, at the VIII All-Russian PR+ FORUM 2024.
Business participation in social projects can create a positive image of the company in the market, among local authorities, residents, current and potential employees of the company. Social PR is a long-term game. Projects should be long-term, systemic, interconnected and work to achieve business goals.
What are the benefits of social PR for business?
Sustainable development and CSR projects solve on page seo service the following business problems:
Simplifying borrowing in the financial market
Ensuring the necessary negotiating position for GR at the regional level
Building relationships with the local community (stakeholders)
Creating an image of an employer of priority choice (attracting personnel). One of the most important aspects is that there is a strong shortage of personnel on the labor market, especially in the industrial sector.
Contribution to the formation of corporate culture (staff retention)
Who is social PR aimed at?
It is important to have an idea of the target audiences of communications. The target audience consists of segments:
Investment community
Business. Usually manufacturers, suppliers, partners.
Federal authorities.
Employees: current and potential.
General public.
Regional authorities and residents of the regions.
Regional projects of social presence. Cases of the company "Polus".
Regional social presence projects are divided into their own and those initiated at the request of regional authorities. Almost any company, especially among medium and large businesses, has an agreement on socio-economic cooperation with the region of presence in one form or another. By focus, projects are divided into infrastructure and event-based.
In practice, it is possible to significantly adjust the expectations of regional authorities. To do this, you need to show initiative. Your own project can be more useful, more interesting, and you plan your own budget.
The created social infrastructure can and should be used in further projects. The cases of "Pole Class" and the water park "Ostrov" demonstrate how this can be done.
Examples of social projects of the Polyus company:
Opening of the Vysokogorsky Bridge across the Yenisei. The bridge improved transport accessibility of the Krasnoyarsk Territory.
In 2020, two classrooms at the Institute of Non-Ferrous Metals and Materials Science of SFU were renovated and equipped with new equipment. In 2024, these classrooms will host classes of the career guidance project "Pole Class". This allows attracting high school students to engineering specialties.
Sports ground "Pereval". A gift for the 95th anniversary of Krasnoyarsk "Stolby"
Arrangement of the lower platform in front of the stairs to the Torgashinsky ridge
Water park "Ostrov". Opened in June 2023. The first "Christmas tree on the water" was held here
"Gold of Discoveries". An expedition dedicated to gold mining in 2022. It was timed to coincide with the centenary of the formation of the Yakut ASSR. In 2023, 8 videos were released about the new route through the Krasnoyarsk Territory and the Irkutsk Region.
In Krasnoyarsk, the Central Siberian Geology Museum GEOS opened an exhibition called "Gold Nearby". This is a joint project of "Polus" and the Polytechnic Museum (Moscow). The project is aimed at promoting modern gold mining as a high-tech industry with a high level of automation and refuting myths and stereotypes associated with gold production.
The exhibition "Gold is Nearby" has opened in the Irkutsk Regional Museum of Local History named after N.N.
Muravyov-Amursky in October 2023. Similar to the previous exhibition, with minor changes.
The educational marathon "Nansen Weekend" took place at SFU.
Competition of regional theatre groups "Pole. Golden Season" and its final within the framework of the regional presentation of the festival "Territory"
Launch of power transmission lines in the Magadan region on 01.12.2020 in the format of a grand opening.
How can a private company benefit from interactions with the state?
The event, created in cooperation with the state, in addition to its direct benefit for the development of the region, provides an additional weighty argument for resolving issues along the GR line, the widest media coverage and posts on social networks from all project participants.
Tips to make the most of your advantages in the communication space:
You set the agenda (information occasion)
You determine the place, time, composition of participants
You define the background image
You prepare ALL the basic materials (from the video to the press kit)
You invite the media (there is an opportunity to invite those loyal to you + a pool of officials)
On the eve of the event, it is necessary to talk with the press services of ALL participants and check that everyone is provided with a full package of materials: protocol, TV quality (if only 1 camera, share the video), photography (share footage with all participants + promptness for posts on social networks), discuss exclusives, take into account the nuances.
Business participation in social projects can create a positive image of the company in the market, among local authorities, residents, current and potential employees of the company. Social PR is a long-term game. Projects should be long-term, systemic, interconnected and work to achieve business goals.
What are the benefits of social PR for business?
Sustainable development and CSR projects solve on page seo service the following business problems:
Simplifying borrowing in the financial market
Ensuring the necessary negotiating position for GR at the regional level
Building relationships with the local community (stakeholders)
Creating an image of an employer of priority choice (attracting personnel). One of the most important aspects is that there is a strong shortage of personnel on the labor market, especially in the industrial sector.
Contribution to the formation of corporate culture (staff retention)
Who is social PR aimed at?
It is important to have an idea of the target audiences of communications. The target audience consists of segments:
Investment community
Business. Usually manufacturers, suppliers, partners.
Federal authorities.
Employees: current and potential.
General public.
Regional authorities and residents of the regions.
Regional projects of social presence. Cases of the company "Polus".
Regional social presence projects are divided into their own and those initiated at the request of regional authorities. Almost any company, especially among medium and large businesses, has an agreement on socio-economic cooperation with the region of presence in one form or another. By focus, projects are divided into infrastructure and event-based.
In practice, it is possible to significantly adjust the expectations of regional authorities. To do this, you need to show initiative. Your own project can be more useful, more interesting, and you plan your own budget.
The created social infrastructure can and should be used in further projects. The cases of "Pole Class" and the water park "Ostrov" demonstrate how this can be done.
Examples of social projects of the Polyus company:
Opening of the Vysokogorsky Bridge across the Yenisei. The bridge improved transport accessibility of the Krasnoyarsk Territory.
In 2020, two classrooms at the Institute of Non-Ferrous Metals and Materials Science of SFU were renovated and equipped with new equipment. In 2024, these classrooms will host classes of the career guidance project "Pole Class". This allows attracting high school students to engineering specialties.
Sports ground "Pereval". A gift for the 95th anniversary of Krasnoyarsk "Stolby"
Arrangement of the lower platform in front of the stairs to the Torgashinsky ridge
Water park "Ostrov". Opened in June 2023. The first "Christmas tree on the water" was held here
"Gold of Discoveries". An expedition dedicated to gold mining in 2022. It was timed to coincide with the centenary of the formation of the Yakut ASSR. In 2023, 8 videos were released about the new route through the Krasnoyarsk Territory and the Irkutsk Region.
In Krasnoyarsk, the Central Siberian Geology Museum GEOS opened an exhibition called "Gold Nearby". This is a joint project of "Polus" and the Polytechnic Museum (Moscow). The project is aimed at promoting modern gold mining as a high-tech industry with a high level of automation and refuting myths and stereotypes associated with gold production.
The exhibition "Gold is Nearby" has opened in the Irkutsk Regional Museum of Local History named after N.N.
Muravyov-Amursky in October 2023. Similar to the previous exhibition, with minor changes.
The educational marathon "Nansen Weekend" took place at SFU.
Competition of regional theatre groups "Pole. Golden Season" and its final within the framework of the regional presentation of the festival "Territory"
Launch of power transmission lines in the Magadan region on 01.12.2020 in the format of a grand opening.
How can a private company benefit from interactions with the state?
The event, created in cooperation with the state, in addition to its direct benefit for the development of the region, provides an additional weighty argument for resolving issues along the GR line, the widest media coverage and posts on social networks from all project participants.
Tips to make the most of your advantages in the communication space:
You set the agenda (information occasion)
You determine the place, time, composition of participants
You define the background image
You prepare ALL the basic materials (from the video to the press kit)
You invite the media (there is an opportunity to invite those loyal to you + a pool of officials)
On the eve of the event, it is necessary to talk with the press services of ALL participants and check that everyone is provided with a full package of materials: protocol, TV quality (if only 1 camera, share the video), photography (share footage with all participants + promptness for posts on social networks), discuss exclusives, take into account the nuances.