TMK shared its experience of successful special projects in corporate media
The Pipe Metallurgical Company (TMK) presented special projects of the corporate newspaper proTMK at the Interregional forum "Mediagora — 2026". Alexandra Pavlova, Editor-in-Chief of TMK Corporate media, made a presentation on creative innovations in the company's internal media.
The forum participants got acquainted with the educational project "TMK Molecular Cuisine" about technologies related to the use of food and organic ingredients in the production, the historical study "Ural Steel Ram", the material "Plant as art" about the contribution of TMK enterprises to the development of culture, the multimedia project "Full-length Protection" on the importance of compliance with industrial safety regulations and other initiatives. Alexandra Pavlova explained the main task of TMK's corporate media: not only to demonstrate the achievements of enterprises and strengthen corporate culture, but also to overcome stereotypes about metallurgical production and preserve the historical factory heritage.
Effective promotion of special projects in the readership is achieved due to the high quality of content and non-standard presentation, as well as the use and integration of various text genres, thematic illustrations, infographics and multimedia technologies within the framework of one project. At the same time, following the general corporate style allows for a variety of topics to maintain the integrity of the concept and build a common narrative that runs through all issues of the proTMK newspaper.
"TMK has created an extensive ecosystem of corporate media, which allows us to promote the company's values in various formats. For example, the rgoTMK corporate newspaper, as part of some special projects, acts as a launch platform for getting acquainted with additional materials in other media, which are linked by QR codes on the pages of the printed issue. Communication channels complement each other, providing multifaceted coverage of events and topics, taking into account the preferences of internal and external audiences," said Alexandra Pavlova.
Interregional Media Forum and the Alpine Skiing and Snowboarding Media Cup. Olga Davidenko "Mediagora" is organized by the government of the Chelyabinsk region. The event has been held since 2012 and was previously called the "Top" media forum and the Media Cup. Its participants are heads of publications, journalists, PR specialists, bloggers from different regions of Russia, and the specifics include, in addition to a business, a sports program within which winter sports competitions are held.
Photo author: Ivan Karlyshev
TMK shared its experience of successful special projects in corporate media