Alexander Likhtman is CEO of ITCOMMS, a PR company for IT firms.
Central Asia, together with Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan (and in accordance with some classifications, Mongolia as nicely), at present holds vital geopolitical and financial significance. The area hosts worldwide boards and summits with participation from prime executives of firms like Google. Alongside this, the variety of native IT firms, revolutionary startups, and hubs for International Prime 100 firms is rising. The financial sector in Central Asia additionally exhibits a optimistic development.
Amidst this speedy progress and transformation, there are distinctive guidelines at play that ought to be taken into consideration by PR specialists planning to work on this area. I arrived within the area with my workforce in 2022, and over the course of a 12 months, we held a number of press conferences, together with one with Kassym-Jomart Tokayev, the President of the Republic of Kazakhstan. We additionally printed a whole bunch of articles and launched PR campaigns involving bloggers. On this article, I’ll share my observations in regards to the PR market in Central Asia.
PR = Advertising
Enterprise representatives don’t at all times distinguish between PR, advertising, and promoting. Many are centered extra on fast monetary returns and gross sales quite than constructing long-term communication methods. It’s essential to notice that the adoption of digital applied sciences in Central Asia is on the rise. As an example, in Kazakhstan, Web penetration among the many majority of the inhabitants is 90.1%. This additionally considerably influences the position of PR, requiring specialists to be extra versatile and actively make the most of advertising instruments.
For instance, along with organizing natural media publications, PR specialists could also be anticipated to launch focused promoting campaigns. Particular consideration is given to working with bloggers, social media communities, and messengers. Social media platforms have gotten digital media retailers themselves. A single Fb submit can set off a robust public response or immediate native authorities to take motion. This development solely intensifies with every passing 12 months. The most well-liked social media platforms in Central Asia are Fb, Instagram, and TikTok. In some nations, Telegram can be widespread.
Robust emphasis on horizontal connections
The so-called grapevine communication works nicely right here. Businesspeople and journalists belief suggestions from acquaintances, and this typically turns into a key think about decision-making processes. In every nation, a whole lot of professionals throughout the identical trade know one another. This can be a vital benefit for PR managers as a result of suggestions, contacts, connections, and relationships play an important position.
Alternatively, there’s a tendency for rumors within the area: public gossip and information unfold by means of phrase of mouth. Almost half of the communication efforts are directed towards digital communication, notably in shaping and monitoring public opinion on social media.
Give attention to Company Social Accountability (CSR)
Lately, there was growing consideration given to Company Social Accountability (CSR) in Central Asia. Each native and worldwide firms acknowledge the significance of sustainable enterprise practices and neighborhood engagement. PR companies present assist to organizations in growing and implementing CSR methods, selling their initiatives, and constructing optimistic relationships with stakeholders. Media actively helps and positively perceives information associated to socially vital points.
Connections with authorities our bodies and data propaganda actions
The political situations in Central Asian nations are fairly distinctive. For instance, in Kazakhstan, politically energetic residents and residents can brazenly categorical their dissatisfaction with the actions of authorities. Nevertheless, the media in Tajikistan operates inside strict censorship boundaries.
PR specialists working within the area should navigate advanced regulatory frameworks and the established cultural context. They need to try to determine robust relationships with authorities our bodies each time potential.
Localization and cultural understanding
Central Asia is a area wealthy in cultural variety, the place every nation has its personal distinctive customs, traditions, and languages. PR specialists right here should perceive the native tradition and preferences. This contains every little thing from nationwide holidays to vital murals on home partitions. For firms aiming to make a loud assertion within the area, I’d advocate specializing in collaborations with native artists, administrators, musicians, and different proficient people. Every nation in Central Asia is wealthy in expertise and possesses its personal distinctive tradition, of which they’re very proud.
Notion of data and language
When working in Central Asia, it is very important take into account the particular traits of various areas throughout the nation: mentality, tempo of life, info channels, and different components. For instance, media retailers in western Kazakhstan desire smaller codecs and are reluctant to hunt feedback from firm representatives. In Almaty, south Kazakhstan, however, journalists love quotes from model representatives, organizers, and audio system. In Tashkent and Bishkek, communication could be performed in Russian, whereas in Osh or Namangan, it will be in Kyrgyz and Uzbek, respectively.
By the best way, language deserves particular consideration. The youth in a number of nations have command of the English language. This may be stated, as an example, about Uzbekistan. Nevertheless, it’s nonetheless advisable to organize supplies within the nationwide language. To do that, I like to recommend consulting with native audio system, as customary translation instruments like Google Translate nonetheless battle with Turkic languages and can’t totally convey the supposed that means of the textual content. The identical suggestion applies to audio system. Ideally, the speaker ought to be a consultant of the native tradition. Alternatively, it’s acceptable to ask a translator.
Most significantly: Respect
In a number of Central Asian nations, PR has emerged comparatively lately, however that doesn’t imply there are not any skilled specialists right here. Many PR professionals work in worldwide firms, characterize their nation in varied competitions, and are extremely expert of their discipline. The identical applies to journalists, businessmen, bloggers, and lots of others.
There are a lot of wonderful specialists right here who launch vibrant campaigns and try to make their nations higher day by day.
