Brand building: the role of PR in modern business

Abstract

In the interview with Dmitry Ozman, President of Forbes Club and Development Director of Forbes Russia, the importance of PR and media in business is discussed, emphasising their key role in a company’s success. It is argued that quality PR is a basic component of any business, as it forms the face and character of the company, which becomes especially important in a highly competitive environment. As technology and new media formats are actively evolving, companies are forced to adapt and utilise modern tools such as social media and artificial intelligence to remain relevant and visible to their audience. An important part of a successful media product is the characteristics of the target audience and their needs. The process of creating compelling content involves preliminary market research as well as interaction with peers and experts. Examples of successful projects illustrate how innovative formats and joint work with market players help to create in-demand products and effective business communities. In addition, the interviews emphasise the importance of early professional experience for young people and the importance of the first step in career choices.