Business Program Agenda
RPRA Annual Communications Forum
«PR Days '25»
(draft as of November 6, 2025)
10:30 – 12:00 — General Assembly of RPRA Members
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12:30 – 13:00 — Blitz Session
«Expectations, Insights, and Forecasts: How Society and the Industry See Tomorrow»
In a rapid-fire 30-minute session, three experts will present findings from current research and provide analytical summaries for the communications industry.
Moderator: Oleg Poletaev, First Vice President of RPRA, Managing Director of Discourse Group Agency
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13:00 – 14:30 — Plenary Session
«National and Cultural Narratives in Strategic Communications»
A strong corporate culture is widely believed to boost productivity, with studies showing at least a 5% increase in efficiency for companies united by a shared purpose. The consolidation of Russian society amid global geopolitical shifts presents an opportunity for businesses to enhance their internal and external communications by leveraging traditional values like patriotism, collective unity, creation, family values, morality, and national leadership. While some of these values align with Western benchmarks from previous decades, there are also significant differences.
This session, featuring experts from major businesses, consulting agencies, and government, will explore:
- What core values and cultural narratives form the foundation of state communication policy?
- What is the role of communicators, as part of the creative industry, in translating values and transforming them into tangible concepts?
- How are corporate cultures being updated in major companies, and how are these processes influenced by national and international contexts?
Moderator: Oleg Poletaev, First Vice President of RPRA, Managing Director of Discourse Group Agency
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14:30 – 16:00 — Parallel Session №1
«Expansion and Promotion of Russian Business in the BRICS Framework: Hype or Tangible Results»
Experts from the RPRA Committee on International Cooperation will review the three-year period of refocusing the PR and marketing efforts of Russian companies on BRICS+ and MENA countries.
Discussion Points:
Has a genuine pivot to friendly markets occurred? Have we learned to work effectively with China, the Middle East, and Latin America? How have official BRICS dialogue formats supported communications? How has PR helped solve business challenges in international relations?
Moderators:
- Andrei Andreev, Chairman of the RPRA Committee on International Cooperation
- Yuri Nesterenko, Member of the RPRA Committee on International Cooperation, Founder of «NeprostoPR» Agency
14:30 – 16:00 — Parallel Session №2
«Connecting Generations: From 'Alarm' to 'Usability'»
This session by the RPRA Committee on Digital Communications is dedicated to creating a professional dictionary designed to unify the language of the communications industry. Experts will discuss how this new tool can bridge the gap between classic terminology and modern slang (from «stakeholders» to «normies»). Through an interactive quiz, the session will demonstrate how the dictionary solves real-world comprehension problems and enhances team efficiency.
Moderator: Aita Luzgina, Chair of the RPRA Committee on Digital Communications, CEO of KD Agency (formerly Heads'made)
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14:30 – 16:00 — Parallel Session №3
«Social Architecture as a New Trend in Communications»
Social architecture has rapidly emerged as a new trend in communications, marked by the first competition for social architects and new academic programs at leading universities. Yet, questions remain: How does this new term fit within the established framework of communication practices? How can it be applied in the practical work of companies, government bodies, and socio-political organizations?
Moderator: Dmitry Elovsky, Head of the RPRA Working Group on Social Architecture; CEO of Actor Communications Agency
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16:00 – 17:30 — Plenary Session
«Private Property and Political Expediency: The New Rules of the Game for the Managerial Elite»
Over the past few years, we have witnessed the erosion of the institution of property in Russia and worldwide. The political climate is changing long-standing rules of the game, both in international relations and within individual jurisdictions. The Russian Federation is no exception, with new legal mechanisms facilitating the transfer of property to new owners or state control. What are the prospects of this «creeping nationalization»? Is it a risk or an opportunity?
Moderator: Evgeny Minchenko, President of Minchenko Consulting
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18:30 – 19:00 — Guest Arrival for the «Hamburg Score» Political Award Ceremony
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19:00 – 20:30 — «Hamburg Score» Political Award Ceremony
Registration is required to attend the business and evening programs of the «PR Days '25» forum.