XVIII INTERNATIONAL PR-FESTIVAL ON MARCH 5, 2020: CRASH TEST OF FREE PR ILLUSION IN THE DIGITAL WORLD
The Organizing Committee of the International PR-Festival has set the date and venue of the main sector-wide event of the year. On March 5, Ukrainian PR pros will gather again at the Premier Palace (Kyiv) to discuss critical issues and talk about the future.
The eighteenth anniversary of the Festival is an excellent occasion to honestly calculate the price of the audience’s love and loyalty and find out how much the seemingly “free” public communications really cost in the era of omnipresent digital media, fashion for Telegram channels, opinion leaders and user-generated content.
Olena Derevyanko (head of the Organizing Committee, vice-president of the Ukrainian PR-League, partner of the PR-Service Agency, Doctor of Economics) writes in her welcoming address, “We need resources to put in motion bright projects that establish and enhance the target reputation of companies. Not just intellectual, human, organizational, temporary, but quite earthly (lying beyond all the above mentioned and rather expensive) - financial, calculated in the universal (monetary) equivalent. Following this logic, we have adopted the following motto of the 2020 Festival “Is it possible without money?” The holy grail of any customer is cost-free reputation management. As the mocking proverb, popular with entrepreneurs, that inspired us goes, “Every fool can do it with money, you try without it.” It is this illusion dream that we will dissect on March 5 with taste and in detail. Not because we do not believe in free publicity, the power of opinion leaders, viral content and PR projects with a zero budget. All this does exist, but as a spontaneous kaleidoscope or a one-time extravaganza, not as an integrated business approach. Effective reputation management is a complex, multi-component system and it needs a resource base. And in the end, even the leanest reputation management can always be valued in banknotes.”
Thus, the speakers and guests of the 2020 Festival will conduct crash tests of the illusion of “free” direct communication of business, brands and leaders with audiences and stakeholders in a new digital communications environment that is saturated with content and “background noise”.
Basing on the motto of the XVIII International PR Festival, the main topics of this year's agenda are:
- Investing in reputation: how much and where to spend
- How to finance corporate PR activities effectively
- How to share the money between marketing and PR for the benefit of the company
- How to prove to the CFO that the money will not be wasted>
- News from the world of PR metrics and KPI: measuring performance in turbulence
- The future of Ukrainian information space: new legislative regulation and initiatives
- Reputation at risk and pragmatic anti-crisis
- Innovation in the name of efficiency: how to benefit from the Telegram boom, to tame USG content and to get an objective picture of the media space
- New generations - a new face of target audiences, a phenomenon of digital native stakeholders
- Sustainable development and environmental hype
Guests of the 2020 Festival will be able to communicate openly with PR experts from different industries and with different experience, to get acquainted with the most prominent practicing speakers and the best practice cases, to explore the unfathomed depths of PR industry and to get a glimpse of its nearest future.
The event will culminate in the traditional ceremony of awarding the most prestigious professional prizes in the sphere of reputation management of the Sixth National Rating of Corporate Reputation Management Quality “Reputation ACTIVists".
This year the fee is 3.500 UAH with early birds to obtain a 20 per cent discount if registered before 02.5.2020. Online registrations received at http://pr-festival.com.ua/en/conditions
The International PR-Festival is a non-profit professional event which has been supported on the crowdfunding basis for many years now by participants from the public communications industry in order to share their experiences and best practices. The whole of participation fee is allocated to cover organization costs.
The International PR-festival has been held under the auspices of the Ukrainian PR-League since 2002 and is the most “long-playing” project of the national communications industry. Its loyal organizing partner is the PR-Service Agency.
Every year, the Festival brings together 250 or 300 representatives of PR, IR, GR and SCR industries. Ideas and trends that will soon become everyday communication practices are discussed here. In previous years, the flagship companies of Kyivstar, SCM, Corum Group, Danone, Shell, Socar, Galnaftogaz Concern, Zaporizhstal, Bayer, British American Tobacco, Imperial Tobacco in Ukraine, Ukrtelecom, UkrSibbank BNP Paribas Group, UniCreditBank, FUIB, Vitmark (Jaffa juices and others), MHP, PepsiCo, Victor Pinchuk Foundation, Intel Ukraine, Providna IC, Foxtrot, Ukrgasvydobuvannya, Bayadera Group, L'Oréal Ukraine, Maybelline New York, Nielsen, StarLight Media, WOG Retail, and many other global and national business leaders sent their representatives as well as their top managers to the Festival.