Pipe Metallurgical Company (TMK) organized a discussion session on working in conditions of unstable access to digital channels with the participation of heads of PR departments of industrial companies, representatives of the expert community and the media business within the framework of the conference "Digital Communications of Russia", which is held annually by the Association of Directors of Communications and Corporate Media of Russia (AKMR).
The session "The ideal digital Media Mix under constraints: how to build sustainable communications with the audience in the new digital reality" featured speakers representing key segments of the economy and the media market. The event was attended by the Head of the Media Practice Center at the National Research University Higher School of Economics (HSE) Gleb Cherkasov, Head of EVRAZ's External Communications Department Anatoly Dzhumailo, Head of Public Relations at Sinara – Transport Machines (STM) Ekaterina Godlevskaya, Head of Strategic Communications at Rosatom State Corporation Oleg Kondranenkov, Head of Beeline's External Communications Department Alexey Panshin and Head of the joint editorial board of RBC Peter Kanaev.
The session was moderated by the head of TMK's digital media department, Ayla Belousova, who shared TMK's experience in building a corporate media landscape.
"TMK has formed a broad, multi—vector media mix - a large-scale ecosystem of corporate media and external communication channels, which includes traditional press service tools, social networks, brand media Trubnik Online, corporate television, print media and a mobile application. For us, the stability of this system is a key condition for guaranteed message delivery to both external and internal audiences, especially under the constraints of the digital environment," said Ayla Belousova.
The participants discussed the transformation of the media space, emphasizing that in the new conditions digital communications is becoming part of a broader system. The speakers noted the growing value of information contact, the need to enhance the quality and packaging of content, as well as separate communication channels. The speakers identified sustainability, diversification, adaptability, and deep understanding of the audience as the general formula for effective media mix.
"Today, the ability to deliver messages to the audience is decreasing, so it is necessary to increase the effectiveness of each contact with the audience. As an illustration of this process, we can cite the difference between the well-known symbols in messengers, indicating the fact of delivery and the fact of reading the message. It is important to us that it is read.
