Promoting of creative brands: An empirical analysis of PR practices in the cultural industries of Russia
The relevance of the study is due to the growing role of creative industries in the modern economy and culture, however, despite this, the sphere of promotion and PR of cultural projects remains insufficiently studied. Many creative teams, especially in Russia, consist of a small number of participa...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Ekaterinburg Academy of Contemporary Art
2025-04-01
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| Series: | Управление культурой |
| Subjects: | |
| Online Access: | https://managing-culture.eaca.ru/archive/2025/1/10 |
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| Summary: | The relevance of the study is due to the growing role of creative industries in the modern economy and culture, however, despite this, the sphere of promotion and PR of cultural projects remains insufficiently studied. Many creative teams, especially in Russia, consist of a small number of participants, and often the authors of the projects themselves are engaged in their promotion, while facing a lack of time, resources and knowledge of modern communication tools. This study is aimed at filling this gap through an empirical analysis of current PR practices and identifying the specific needs of creative entrepreneurs. The author of the study, based on the experience of interacting with representatives of cultural projects, believes that there is a problem with the positioning of the creative industry in the news agenda, in communication with journalists and the media, there is little awareness of important cultural projects among the target audience, insufficient attendance at events and involvement in active social life. The study is aimed at studying and evaluating the methods of promoting projects in culture and the creative industry and identifying problem areas. The goal is a comprehensive assessment of PR activities in the creative industries of Russia. The objective is to identify the main promotion channels used by creative teams, analyze their perception of the concept of "PR" and its distinction from sales, as well as identify factors influencing satisfaction with the results of PR campaigns. Particular attention is paid to identifying the needs for training and advanced training in the field of PR and marketing. The main research method is an online survey conducted from July 2023 to October 2024. The questionnaire was distributed through social networks, professional communities and email newsletters, covering representatives of various creative professions (event organizers, musicians, artists, designers, IT specialists, etc.) from more than 55 cities in Russia, as well as foreign countries. The study involved 463 respondents aged 18 to 45. The results of the study showed that a significant portion of creative entrepreneurs (34%) independently promote their projects, and in 14% of cases, PR activities are not carried out at all. The main promotion channels are word of mouth (70%) and social networks (57.7%). At the same time, the majority of respondents (65%) realize the need not only to stimulate sales, but also to build brand awareness and position the project. Satisfaction with the results of PR campaigns remains low: only 4.5% of respondents are completely satisfied. The main factors hindering effective promotion are lack of time (62.8%), financial resources (60.6%) and knowledge of modern PR tools (41.9%). Most respondents prefer a hybrid (online + offline) training format (68.3%). The data obtained indicate the need to develop specialized support and training programs for creative entrepreneurs aimed at improving their competencies in PR and marketing, as well as optimizing promotion strategies for cultural projects. |
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| ISSN: | 2949-074X |