Promote, inform, protect? Topical issues of advertising, PR and media were discussed at UMTE

On March 28, an International Scientific and Practical Conference «Advertising, PR and Media: Current State and Development Prospects» was held at St. Petersburg University of Management Technologies and Economics.

People from university, academic and professional communities were among the participants. The professional forum was moderated by Inga Filippova, Candidate of Historical Sciences, Acting Head of the Department of Advertising and Public Relations, and Tatiana Afanasyeva, Candidate of Economic Sciences, Assistant Professor of Advertising and Public Relations at UMTE. 

Opening the conference, Vice-Rector for External Relations and Work with Applicants Vladimir Dmitriev addressed, first of all, the youth audience: «Those people who have chosen advertising, PR and media as their profession must understand that they bear great responsibility».

Director of the Institute of Humanities and Social Sciences, Candidate of Pedagogical Sciences, Associate Professor Oksana Utkina emphasized how important today to deliver information to society unobtrusively.

Alexander Markov, Head of the Department of International Relations, Media Studies, Political Science and History of St. Petersburg State University of Economics wished future specialists always strive to acquire knowledge because only this knowledge can help them become competitive and create a high-quality creative product.

Leading Researcher of the Institute of Regional Economy Problems of Russian Academy of Sciences Marina Sviridenko dwelt on the peculiarities of PR-technologies and work with the stakeholders in the municipal management.

Tatiana Afanasyeva presented the topic «Internet Reputation Management: Trends 2022-2023».
Natalia Kalinik,  image and reputation management specialist, business coach, gave a speech on topic «Personal brand as a sought-after direction for PR-specialists in the labor market».
Artem Gorozhin, development director of QVEDO superapp, shared the company's practical experience in promotion of tourist services to the market.

Extensive work on promotion of the city as a world-class business destination is carried out by the Congress and Exhibition Bureau, which has been successfully operating since 2014 in the structure of the Committee for Tourism Development of St. Petersburg. Its representative Marina Pomazanova told about how the bureau unites representatives of the industry, its objectives and forms of work to attract major international events to the city.

The results of pilot study «Trends and motivating factors in media consumption of students of St.Petersburg University of Management and Economics Technologies in 2022-2023» were presented by Natalia Krasikova, the Head of Advertising and Informational Promotion Department. The study, conducted jointly with Eugenia Shebolkina, Candidate of Philological Sciences, Associate Professor of Advertising and Public Relations Department of St. Petersburg University of Technology and Economics, demonstrated, in particular, that during the past year university students have significantly revised their attitude toward content and realized the need to verify information and protect themselves from external influence.

At the break-out session «Features of Advertising and PR in Different Spheres of Activity: Russian and Foreign Experience» undergraduate and graduate students presented their reports. Most of them talked about the modern marketing and advertising trends and the first experiences of professional self-reflection. Students from St.Petersburg State University of Economics, Vladivostok State University, Russian Academy of National Economy and Public Administration, St.Petersburg University of Industrial Technologies and Design took part in the work of the session.