Ksenia Petrova Biography

Ksenia Petrova is a journalist, an ex-radio host of Echo of Moscow, an invited producer of federal media, a PR manager. Ksenia, how did your work in PR begin? And why is this direction? It all started with journalism. Once, or rather at the age of 15, I realized that I want to connect my life with work in the media - and this is not a joke. Indeed, I studied in the 9th grade and for me there were no “borders”.

Then I lived in Ufa, the Republic of Bashkortostan, and learned about the local city city channel UTV, which was the first, releasing programs as 4K and the first to start creating “trend” and interesting content. I found on the social networks of the journalist - I asked all questions and filled out an application for an interview, missing the column “age”. I was invited to a meeting.

As I remember yesterday that adult men and women with a journalistic education sat next to me, but can I imagine 15? When the line reached me, surprisingly, they asked about age last. By the way, then the well -known director Vitaliy Dudka, the world, is already hired - this is how the world of media works. I was not just hired, but also gave me to launch my own project at the age of 15-the current show “Point of view”.

This is how my work began in journalism. Then, I began to work as a news correspondent in federal media: Russia 1, Russia 24, and then I managed to try myself in a new format as a radio host at Echo of Moscow. Speaking in simple words - journalism was and remains with me always. At some point, I realized that I not only know how to “work in the frame”, but I also understand how the “media algorithms” work and what they give.

PR is not just a direction of activity, it is a combination of “creative” and “digital”. This is work with a scale, but this is suitable for me, which is why Matchmate happened. Are there any "secrets of media"? How to make an expert so that they write about him? The first thing to do is find your uniqueness. This applies to any business area. Everything should have a “goal and mission” - these are two important links, which should be broadcast by the audience.

And another important point is love. I often work with entrepreneurs and business owners, but only people in love with their project are able to scale quickly and environmentally friendly. It is about these that they write and tell, it is precisely such people who love, and it is they who become market leaders. About Viral PR and other trends: what's in trend B? Many will probably hate me, but I am categorically against the “viral PR”.

For me, this is absolutely not a long -playing and fleeting story. Yes, you will come up with a clinging and, most likely, even an “absurd information water”. Yes, a large number of news portals will write about you, but what's next? And then nothing. If you reason globally, then your reputation after the “viral PR” can be spoiled. And speaking in the examples: have you once seen the “yellow” information farms in Cartier or Bosch?

I think that the answer is obvious. Regarding the trends and promotion in media in the year, first of all, environmental friendliness is important.

This applies not only to marketing, but also to the PR industry. All advertising campaigns should personify the business and emphasize its advantages, convey values ​​and bring benefits to the mass. Another trend is the implementation of technology. Of course, we are talking about high -quality work and “moderate creative”. In the trend of AI - then why not contact the designer and develop tasty, glossy layouts of their products?

Create that already in the first touch will hold the audience’s gaze. And, of course, the eternal trend is often forgotten about it - high -quality content. Moreover, in any manifestation of it-whether it is text, photography or design mock. The audience is oversaturated with advertising integrations, forensics of bloggers and other "aggressive" tools. Always sells “meaning” and “quality”.

PR and marketing are this one direction? Or different "disciplines"? I always say that marketing and PR are working “in conjunction”, however, these are completely different directions. The task of marketing is to be responsible for lyidogenation, and the task of PR is to be responsible for reputation and image. Together, these two tools give the desired result - sales, popularity and further increase in profit.

I will focus on the fact that PR is not a tool through which you will receive “hot customers”. This is reputation capital, which in the long run is able to make you a “market leader”. Ksenia, what are your further plans? What is the development course? Now my goal is to launch my own media project. I will not say that it will be something new in the market. However, journalistic experience will definitely "give fruit." So far, everything is at the development stage, as soon as there is specificity, I will definitely share.

What would you advise beginner PR specialists and those who work in the media industry? As my former colleague and co -host told me 10 years ago - “Holding is the second happiness. There will be no other chance. ” Go forward to your goal, and not wait for the result. Diana Shishkovskaya.