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Vladislav Shulaev on the fact that PR days have been revealed in Kamchatka - EastRussia |






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Myths, reserves, media drivers

Vladislav Shulaev about the days of PR in Kamchatka

Myths, reserves, media drivers

Vladislav Shulaev

Co-Chairman of the RASO Committee for Branding and Promotion of Territories, Director for Promotion of the Territories of the AGT Communications Agency
19 March in Petropavlovsk-Kamchatsky within the framework of the zero day of the Kamchatka Entrepreneurs Forum the federal project "PR Days in Kamchatka" was held for the first time. The topic was determined on the basis of discussions of federal experts - initiators and organizers of the project - the Russian Association for Public Relations and the business community of the Kamchatka Territory. As a result, during the Days of PR there were various discussions involving experts from Moscow, Vladivostok, Khabarovsk, as well as representatives of Petropavlovsk-Kamchatsky (business, government, media, NGOs, students) on the topic "Territory as Communication".

Promoting the territory is to increase the efficiency in its development and increase the attractiveness in key areas - for residents, for students, for investors, for tourists, for buyers of local products and for higher levels of management. The complexity of the approach is important here, so that, for example, in order to promote tourism or investment promotion, the tasks of improving the quality of life of the population are not overshadowed.

During PR Days in Kamchatka, it was possible to make a wide cross-section of the communication situation and through various studies and expert opinions to fix certain barriers and ways of effective promotion.

There are many myths about Kamchatka, and some of them strongly interfere, in particular, with the development of tourism. Flights to Kamchatka are not always super expensive. There are serious volcanoes, to which it is not necessary to fly by helicopter from Petropavlovsk. Tourists and in general the guests of Kamchatka are ready to come and in January-May, and not only in summer, as it seems to local residents. At the same time, the current calendar of events in Kamchatka is shifted to summer and autumn and does not use the full potential of important dates and dates for history and culture.

Polls of students and taxi drivers of Petropavlovsk carried out at the initiative of the Far Eastern School of PR revealed two pressing problems that significantly affect the perception of Petropavlovsk as a place of residence. This, first, unrealized need for cleanliness of the city, and, secondly, this is the lack of public places of city life, especially in the evening.

These same surveys helped to identify not only the problems, but also a fantastic reserve: 95% of the students surveyed are ready to recommend their friends to visit Kamchatka at least once. Every young resident of Kamchatka can become its ambassador - and this is one of the most effective modern ways to attract tourists.

The study of media edge drivers (90 selected by experts words and phrases), conducted by the AGT Communications Agency and the Smyslography agency, revealed the current presence of Kamchatka in the federal media field in all six areas of promotion. The weakest presence of the province is in educational advancement.

Previously, it should be noted that the total presence of Kamchatka in the federal media field is insignificant. The media rating of the governor following the results of the 2017 year (74 place) is a reflection of the modest media activity of the region as a whole.

So, the top 15 Media Drivers in Kamchatka (without the capital of the province).

Word / phrase
Number of posts
in the federal media, 2017 year
Volcanoes of Kamchatka / Kamchatka volcanoes (including the National Park "Volcanoes of Kamchatka")
Klyuchevskaya hill
Kamchatka crab
Airport of Petropavlovsk
The Kura landfill (in the context of Kamchatka)

Kronotsky Reserve
Pacific Ocean (in the context of Kamchatka)
Avacha Bay
Avachinsky volcano
Valley of Geysers
TOP "Kamchatka"
Kamchatka bear / bear of Kamchatka

What media drivers show and what to do with this data - on the example of top 15.

1. There are two new points of communication growth in Kamchatka - in fact, the city-resort of Elizovo and the Kamchatka crab, which overtook the traditional "brands" of Kamchatka - volcanoes, geysers, eggs and fish. What to do about it? To help communication and beyond.

2. To do this, you need to promote Elizovo as an independent brand in the tourist market of Russia and the real estate market in Kamchatka, you need a city festival and city environmental actions. Need artobekty and points for Selfie, so that photographers in the social media helped advance the Kamchatka resort.

3. It is necessary to turn the Kamchatka crab into one of the main material communicators of the region. We need a kiosk with seafood at the airport in Petropavlovsk with crabs in a place of honor. The expansion of Kamchatka crabs into federal retail chains is necessary. We need a day of the Kamchatka crab and an emotional artobject with a crab in Petropavlovsk, about which one would like to be photographed for each tourist.

4. The fact that Elizovo practically caught up with the volcanoes of Kamchatka in the media field, simultaneously means that Kamchatka almost does not help its main tourist driver - volcanoes. And this is a serious problem requiring a collective response from the communication, business and tourism communities.

5. And the antitrust media driver of the region, the Kura landfill, which occupies the 7 position, is an indication that all traditional tourist brands of the region - volcanoes, Klyuchevskaya hill, Kronotsky reserve, Avacha Bay and volcano, as well as the bear of Kamchatka, need to increase their media exposure in the federal media time in two. For this, there are both standard solutions (correctly designed events and precisely functioning news distribution systems) and individually developed communication projects.

6. The low place of the Valley of Geysers, once the main world attraction and the tourist magnet of the peninsula, stands apart. During the Days of PR it was found out that it was not specifically promoted, in view of the natural limitations in the visit and the already formed multi-year line for the tour route to it. But this voluntary silence is not good for the development of the region's tourism, and it is necessary to find a new compromise solution

7. Entry into the top 15 Media Drivers TOR "Kamchatka" is a good communication bridgehead for investment promotion of the region. There is an experience of filling TORs with additional informational occasions and using TOP to promote other investment projects and enterprises of the region. It is necessary to take advantage of this experience.