Young PR specialists think of themselves as people who are tied to tools, releases, SMM, and do not understand that this is always a comprehensive approach to solving a problem. We really lack people who understand that these are just tools that should lead to some goal. We need people who are able to answer the question for themselves - "so that what?"
Sergey Skripnikov
From the point of view of strategic communications, there really is a generation gap here – it is huge both in the labor market and in the PR industry. If we now ask journalism graduates: “Do you position yourselves as PR specialists?” – I think we will see very sad figures for our market, because they will position themselves rather as content makers, community managers, SMM specialists, and so on.
Vyacheslav Zavalin
Head of the Committee for Intergenerational Communications of the Russian Association of Public Relations
Another phenomenon in the personnel issue is the transition honduras mobile database of top PR specialists from employment to private practice or to another activity altogether.
Big PR people, who receive an average of 12 million rubles a year, often intentionally leave employment or leave PR altogether, having found a comparable source of income (and there are few vacancies with such a salary in Russia). Some of them start doing private boutique PR business - they find 2-3 clients, and thus compensate for the salary they received before.
Dmitry Smirkin
Director of Communications, JSC ER-Telecom Holding
Is ChatGPT a Game Changer for the Industry: New Tools, Working with Meanings
MediaSreda experts agree that ChatGPT and other neural networks do not replace PR specialists, but give them new tools that speed up their work.
We actively use artificial intelligence technologies in the preparation of educational and media content. For example, recently all the screensavers for broadcasts and events have been drawn by artificial intelligence. With its help, we create animated videos that explain certain theories or concepts. We also use artificial intelligence for translation, for example, to quickly add subtitles to online lectures of an English-speaking professor. And our students - entrepreneurs or current top managers - have mastered ChatGPT as a personal assistant when they need to quickly collect basic information about something. So ChatGPT is not only about writing press releases, it can be used in a wide range of tasks.