The Public Chamber has approved a new classification of communications.

20 December 2019

On December 18, 2019, in the Public Chamber of the Russian Federation, a meeting of the Working Group on the Development of the Communications Industry (RGCO) was held under the chairmanship of Vyacheslav Lashchevsky, First Deputy Chairman of the Commission of the RF Parliament for the Development of the Information Community, Media and Mass Communications. At the meeting, a new Classifier of Communications was approved.

“The adoption of a new classifier is a landmark event for the entire national communications market. The classifier will become the basis for the further development of industry-specific professional and educational standards, and is a good tool to increase the effectiveness of communications. It is important that the classifier has no analogues not only in Russia but also in the world,” noted Vyacheslav Lashchevsky.

The new classifier of communications includes 18 areas, depending on the profile of the communication companies. Among them: media communications, branding, political communications, advertising, digital communications, marketing communications, territory promotion, communications with authorities, anti-crisis, etc.

The leaders of 16 leading communication associations of Russia took an active part in the approval of the classifier: ABKR, AKAR, AKMR, AKOS, APSO, GIPP, NAVK, RAMU, RAOS, RAPK, RASO, Advertising Council, GR-League, IAA, IAB Russia, IABC Russia.

According to the member of the Public Chamber of the Russian Federation Vyacheslav Lashchevsky, the adoption of the new classifier is the result of close interaction between associations in the field of communications. Vyacheslav Lashchevsky also noted the contribution of agencies included in AKOS to the process of developing a new classifier.

During the meeting of the Working Group on the Development of the Communication Industry were also discussed issues relevant to the industry on the application of educational standards of the industry, the introduction of the specialty “Communication Sciences (Communication)” into the nomenclature of scientific specialties, as well as plans for the work of the Working Group for 2020.


CLASSIFICATION OF COMMUNICATIONS

(by activity profile)

Direction of communication activity

The content of the direction of communication activities

1.

Crisis Communications

Crisis monitoring; development and implementation of anti-crisis programs; litigation communication support

2.

Branding

Development, formation, management of brand development; development of visual brand identity and semantics; corporate identity development in accordance with the brand concept; creating a brandbook

3.

Internal Communications

Formation of corporate culture, corporate identity of employees; employer brand development (HR-brand); organization of communicative interaction between employees, departments; creation and management of corporate media, intranet portals

4.

Research and Analysis

Quantitative and qualitative studies of social and consumer preferences; reputation, communication and media audits; monitoring and analysis of the information field and social media

5.

Government Relations (GR)

Communication with state authorities and local authorities

6.

Communications Consulting

Advising corporate leaders on reputation and communication with internal and external audiences

7.

Corporate Social Responsibility (CSR)

Communication support of corporate social responsibility programs; promotion of charitable programs and initiatives in the field of sustainable development; communication support of the activities of public associations and non-profit organizations (NPOs)

8.

Corporate Communications

The formation of a positive image of the company in the business environment; building the reputation of managers; communication support of changes (change communications); reputation management

9.

Marketing Communications

Interactive interaction between the brand and the consumer; direct marketing (direct marketing): telemarketing, mailing lists, SMS-mailing, database marketing; interaction with the end consumer at points of sale (consumer promotion); interaction with participants in the distribution chain (trade marketing); integrated marketing communications

10.

Media Communications

Communication with the media (media); building relationships with the journalistic community; preparation of materials for the media; event management for the press

11.

InternationalCommunications

Communication support of Russian companies in foreign markets; communication support for international cooperation

12.

Political Communications

Organization and conduct of political research; planning, control and management of political communications with voters; building the reputation of political parties, associations and leaders; political PR and political advertising

13.

Territory Branding

Communications aimed at public, investment, tourism, export, educational and other promotion of territories of various levels: cities, regions, states

14.

Advertising

Advertising audit; planning and conducting advertising campaigns; creation of creative solutions; development of visual and textual parts of advertising products; production (production), advertising

15.

Event Communications

Planning, development of the concept of events; implementation, information support of events

16.

Strategic Communications

Development and maintenance of communication strategies

17.

Financial Communicationsand IR

Interaction with investors; communication support of financial transactions

18.

Digital Communications

Planning, organizing and managing communications in a digital environment, including social media


For reference:

The working group of the Public Chamber of the Russian Federation on the development of the communications industry was established in March 2019. The objectives of the Working Group are the development of the communications industry, the coordination and representation of socially significant interests of industry associations, and the increase in the contribution of communications companies to the socio-economic development of the country.