The annual «RPRA. Reputation-2025» Conference will be held on April 25 in Moscow at the Russian Union of Industrialists and Entrepreneurs (RSPP) headquarters, located at 17 Kotelnicheskaya Embankment.
CONFERENCE AGENDA
«RPRA. REPUTATION-2025»
(April 25, 2025, Moscow)
Draft as of April 23, 2025
12:00 – 13:30 — Plenary Session:
«Media Avoidance: The Future of Alternative Communication Channels»
This session will explore new communication formats for businesses and their stakeholders, addressing the protracted crisis in traditional media on one hand, and the rapid decline of the Telegram ecosystem on the other.
Leading PR executives from major corporations, agencies, and expert centers will discuss alternative communication intermediaries, strategies for working with them, and the latest tools for direct-to-audience information delivery. They will also assess the overall impact of these changes on corporate communication practices.
Oleg Poletaev, First Vice President of RPRA, Partner at BrainsChains.ru
Andrey Bykasov, CEO, Mikhailov & Partners
Yulia Gryaznova, Director for Strategy, Analytics, and Research, ANO «National Priorities»
Kirill Rodin, Director of Government Relations, VCIOM
Alexey Firsov, CEO, «Platform» Social Design Center; Vice President of RASO
Yaroslav Fedoseev, Head of Strategic Communications, NTI Foundation
13:30 – 14:00 — Professional Certification Award Ceremony
Honoring specialists who have completed the new certification process.
14:00 – 15:30 — Breakout Sessions:
Session 1: «International Communications: Business and RPRA Priorities in EAEU, BRICS, and SCO Markets for the Next Three Years»
This session will focus on the reputation of «Made in Russia» abroad and how we can influence the perception of the country and its PR professionals. We will analyze market segments with high potential for building trust in Russian brands, supported by expert opinions and research data, and share successful case studies of shaping the information landscape in other countries.
— PR Mythology: Debunking common misconceptions about international PR.
— The «Made in Russia» Brand: Managing reputation in EAEU, BRICS, and SCO markets. Where are the opportunities for growth?
— Case Study: Promoting Russian Regions: What resonates with international audiences and what should be emphasized?
— The Value Proposition: What are the strengths of Russian PR, and what can we teach our international colleagues?
— Financial Perceptions: How are Russian investments viewed abroad?
— The Market Since 2022: A retrospective and a look ahead. Setting business and RPRA goals for the next three years, with expected outcomes by 2028.
Andrei Andreev, Coordinator of the RPRA Working Group on International Cooperation
Andrey Barannikov, Vice President of RPRA, CEO of SPN Communications
Anna Lyatsu, Member of the RPRA Executive Council; Managing Director of Corporate and External Communications, RSPP; Press Secretary to the President of RSPP
Andrey Ermoshkin, Member of the RPRA Working Group on International Cooperation, Executive Director of «Interium» Agency
Yuri Nesterenko, Member of the RPRA Working Group on International Cooperation, Founder of «NeprostoPR» Agency
Alexander Revsky, Member of the RPRA Working Group on International Cooperation, Executive Director of iMARS Communications Group
Session 2: «A New Dimension: Current Challenges in Digital Measurement of Communication Effectiveness»
This session will address the transformation of approaches to evaluating communication effectiveness. We will discuss how new challenges, the evolution of social media, and the rise of AI agents are influencing the communications field, reshaping our understanding of what constitutes effective communication and how to measure it.
Oleg Mukovozov, Member of the RPRA Executive Council, Managing Director of Prognosis Analytical Agency
Elena Udalova, Head of Sociology Department, ANO «Dialog»
Yulia Gryaznova, Director for Strategy, Analytics, and Research, ANO «National Priorities»
Vasily Cherny, Director of Strategic Communications, Brand Analytics
Daria Svistunova, CEO, Sidorin Lab
Sergey Sbitnev, CEO, Prognosis
Yuri Pogorely, Deputy CEO, Interfax Group
Session 3: «Social Architecture in Russia and Abroad: Business, Politics, and Ideology»
This session will examine large-scale projects that shape international relations, national and business initiatives, and the communication environments within local communities.
This session is supported by the International Institute for Political Expertise (IIPE).
Evgenia Stulova, Chair of the RPRA Committee on Political Technologies
Evgeny Minchenko, Director of the International Institute for Political Expertise (IIPE)
Andrey Sushentsov, Dean of the Faculty of International Relations, MGIMO University
Valentin Bianchi, Leading Expert at the Center for African Studies, HSE University
Dmitry Elovsky, Head of the RPRA Working Group on Social Architecture
15:30 – 16:00 — Coffee Break
16:00 – 17:30 — Plenary Session:
«Reputation Management in Action: Best Practices from the RPRA Award Winners»
This discussion will feature an exchange of ideas and an analysis of the winning practices from the RPRA Awards. Through a review of specific case studies and methodologies, the session will highlight the most effective solutions that can inform the entire communications community. Participants will include heads of communication from the RPRA Award 2025 winning companies.
Alexey Firsov, Vice President of RASO, CEO of «Platform» Social Design Center
17:30 – 18:00 — RPRA Award 2025 Ceremony
Registration is required to attend.
Ticket Price: 20,000₽ (includes all events).
Participation is complimentary for RPRA members in good standing.
Partners of the RPRA Conference and RPRA Award 2025:
RUSAL, TMK, National Alliance for Sustainable Development, Russian Union of Industrialists and Entrepreneurs (RSPP), PROGNOSIS, «Platform» SDC, SCAN-Interfax, EBR, Di Caspico.
CONFERENCE AGENDA
«RPRA. REPUTATION-2025»
(April 25, 2025, Moscow)
Draft as of April 23, 2025
12:00 – 13:30 — Plenary Session:
«Media Avoidance: The Future of Alternative Communication Channels»
This session will explore new communication formats for businesses and their stakeholders, addressing the protracted crisis in traditional media on one hand, and the rapid decline of the Telegram ecosystem on the other.
Leading PR executives from major corporations, agencies, and expert centers will discuss alternative communication intermediaries, strategies for working with them, and the latest tools for direct-to-audience information delivery. They will also assess the overall impact of these changes on corporate communication practices.
- Moderator:
Oleg Poletaev, First Vice President of RPRA, Partner at BrainsChains.ru
- Speakers:
Andrey Bykasov, CEO, Mikhailov & Partners
Yulia Gryaznova, Director for Strategy, Analytics, and Research, ANO «National Priorities»
Kirill Rodin, Director of Government Relations, VCIOM
Alexey Firsov, CEO, «Platform» Social Design Center; Vice President of RASO
Yaroslav Fedoseev, Head of Strategic Communications, NTI Foundation
13:30 – 14:00 — Professional Certification Award Ceremony
Honoring specialists who have completed the new certification process.
14:00 – 15:30 — Breakout Sessions:
Session 1: «International Communications: Business and RPRA Priorities in EAEU, BRICS, and SCO Markets for the Next Three Years»
This session will focus on the reputation of «Made in Russia» abroad and how we can influence the perception of the country and its PR professionals. We will analyze market segments with high potential for building trust in Russian brands, supported by expert opinions and research data, and share successful case studies of shaping the information landscape in other countries.
- Key Discussion Points:
— PR Mythology: Debunking common misconceptions about international PR.
— The «Made in Russia» Brand: Managing reputation in EAEU, BRICS, and SCO markets. Where are the opportunities for growth?
— Case Study: Promoting Russian Regions: What resonates with international audiences and what should be emphasized?
— The Value Proposition: What are the strengths of Russian PR, and what can we teach our international colleagues?
— Financial Perceptions: How are Russian investments viewed abroad?
— The Market Since 2022: A retrospective and a look ahead. Setting business and RPRA goals for the next three years, with expected outcomes by 2028.
- Moderator:
Andrei Andreev, Coordinator of the RPRA Working Group on International Cooperation
- Speakers:
Andrey Barannikov, Vice President of RPRA, CEO of SPN Communications
Anna Lyatsu, Member of the RPRA Executive Council; Managing Director of Corporate and External Communications, RSPP; Press Secretary to the President of RSPP
Andrey Ermoshkin, Member of the RPRA Working Group on International Cooperation, Executive Director of «Interium» Agency
Yuri Nesterenko, Member of the RPRA Working Group on International Cooperation, Founder of «NeprostoPR» Agency
Alexander Revsky, Member of the RPRA Working Group on International Cooperation, Executive Director of iMARS Communications Group
Session 2: «A New Dimension: Current Challenges in Digital Measurement of Communication Effectiveness»
This session will address the transformation of approaches to evaluating communication effectiveness. We will discuss how new challenges, the evolution of social media, and the rise of AI agents are influencing the communications field, reshaping our understanding of what constitutes effective communication and how to measure it.
- Moderator:
Oleg Mukovozov, Member of the RPRA Executive Council, Managing Director of Prognosis Analytical Agency
- Speakers:
Elena Udalova, Head of Sociology Department, ANO «Dialog»
Yulia Gryaznova, Director for Strategy, Analytics, and Research, ANO «National Priorities»
Vasily Cherny, Director of Strategic Communications, Brand Analytics
Daria Svistunova, CEO, Sidorin Lab
Sergey Sbitnev, CEO, Prognosis
Yuri Pogorely, Deputy CEO, Interfax Group
Session 3: «Social Architecture in Russia and Abroad: Business, Politics, and Ideology»
This session will examine large-scale projects that shape international relations, national and business initiatives, and the communication environments within local communities.
This session is supported by the International Institute for Political Expertise (IIPE).
- Moderator:
Evgenia Stulova, Chair of the RPRA Committee on Political Technologies
- Speakers:
Evgeny Minchenko, Director of the International Institute for Political Expertise (IIPE)
Andrey Sushentsov, Dean of the Faculty of International Relations, MGIMO University
Valentin Bianchi, Leading Expert at the Center for African Studies, HSE University
Dmitry Elovsky, Head of the RPRA Working Group on Social Architecture
15:30 – 16:00 — Coffee Break
16:00 – 17:30 — Plenary Session:
«Reputation Management in Action: Best Practices from the RPRA Award Winners»
This discussion will feature an exchange of ideas and an analysis of the winning practices from the RPRA Awards. Through a review of specific case studies and methodologies, the session will highlight the most effective solutions that can inform the entire communications community. Participants will include heads of communication from the RPRA Award 2025 winning companies.
- Moderator:
Alexey Firsov, Vice President of RASO, CEO of «Platform» Social Design Center
17:30 – 18:00 — RPRA Award 2025 Ceremony
Registration is required to attend.
Ticket Price: 20,000₽ (includes all events).
Participation is complimentary for RPRA members in good standing.
Partners of the RPRA Conference and RPRA Award 2025:
RUSAL, TMK, National Alliance for Sustainable Development, Russian Union of Industrialists and Entrepreneurs (RSPP), PROGNOSIS, «Platform» SDC, SCAN-Interfax, EBR, Di Caspico.