FRC Agency 🇷🇺 Global

Practical Tips for PR Managers from journalist Agam Shah

Agam Shah is a lecturer at Arizona State University (ASU) and a journalist with over 10 years of experience covering business, technology, and economics. He has shared several posts on his LinkedIn page offering advice for PR professionals on how to work with journalists so that your pitch gets noticed and your chances of being published increase. We’ve collected the most useful tips:

✅ Don’t oversell in your pitch. Especially in high-tech topics. It’s better to be honest about what your product or development can actually do.

✅ Don’t offer interviews with marketing managers. Journalists want to speak to founders, CTOs, and key developers.

✅ Look for unique stories that help journalists “beat AI.” Personal insights, unconventional approaches, and human-centered narratives are valued more than dry facts.

✅ Don’t switch interviewees at the last moment. If a speaker must be replaced, always agree on the change in advance.

✅ Respect all journalists, even those from smaller outlets. They could be working for NYT or The Information tomorrow.

✅ Edits to articles should always be backed by proof. If you want something corrected, involve technical experts or analysts—corrections without evidence hold no weight.

✅ Press releases that sound artificial = instant rejection. Avoid emails without names or with buzzwords like “win-win” or “best in class.” Keep announcements human and authentic.

✅ Provide numbers and metrics. Real performance data is more valuable than vague claims.

✅ Answer the 5W+H (Who, What, Where, When, Why + How) when preparing your story. Journalists need full context—and yes, the 5W+H formula is still alive and well.

✅ Don’t turn interviews into bureaucratic nightmares. Don’t block access to top management with unnecessary approvals and procedures.

✅ Understand the market impact of your news. Every announcement can influence stock prices, industries, and even geopolitics. Before releasing potentially impactful information, verify all details and make your story as safe and responsible as possible for both you and the journalist.

Agam Shah’s main message: Respect journalists’ time, don’t try to manipulate, and you’ll have a real chance to build long-term relationships and land those coveted publications.

6 PR strategies for B2B that actually work

B2B PR is much more than media mentions — it’s about building long-term trust, credibility, and meaningful relationships with clients, partners, and the industry.

Here are 6 proven strategies that can strengthen your B2B communications and that we use in Fresh Russian Communications agency with our clients:

1. Create authoritative content
High-quality expert content positions your company as a thought leader. To reach your audience and improve visibility, focus on Google’s E-E-A-T factors: Experience, Expertise, Authoritativeness, and Trustworthiness. Valuable content builds reputation, loyalty, and even attracts media attention.

2. Build relationships with journalists
Strong ties with the media pay off — especially during crises. Regular features in trusted publications boost your credibility and help establish your brand as an expert voice in the industry.

3. Collaborate with industry influencers
Influencer marketing isn’t just for B2C. 86% of B2B brands use it to increase awareness and reach the right audience. Strategic partnerships with niche thought leaders can amplify your key messages.

4. Stay active on social media
Social media and messengers like Telegram is a must for B2B today. Over 50% of B2B buyers use it to research vendors. Share case studies, partner success stories, and insights to stay relevant and build trust with your audience.

5. Leverage video content
Video helps explain complex products and services clearly. Webinars, demos, expert interviews, and how-to guides are great ways to boost engagement and reinforce your brand’s transparency and innovation.

6. Participate in industry events
Trade shows, conferences, and roundtables are powerful trust-building tools. Speaking opportunities and well-planned presence at events can increase visibility and help generate leads while reinforcing your expert status.

🔛 Which of these strategies is already part of your PR toolbox?

Key B2B communication trends in 2025

📌To stay competitive, B2B companies are increasingly integrating PR and marketing, launching their own brand media, and building communities around their brands. Here are the main trends shaping communication strategies in the coming year:

What’s relevant in 2025?

❤️ Human-centered approach – brands are focusing less on products and more on people: their values, needs, and experiences — whether they are clients, employees, or partners.

🧡 Communities and business clubs – participation in professional communities, offline events, and closed clubs helps build trust, exchange expertise, and expand business connections.

🧡 Owned media – companies are launching Telegram channels, blogs, and podcasts to control their messaging and speak directly to their audiences without relying on traditional media.

❤️ B2SME (Business to Small Enterprises) – small businesses are gaining recognition as a distinct audience with specific challenges, calling for tailored content and communication strategies.

🧡 Brand ambassadors and influencers – more B2B companies are collaborating with niche experts and thought leaders to build trust and share valuable insights within professional circles.

🧡 Crisis communication strategies – PR teams are proactively developing risk scenarios and response plans to ensure confident, timely action in case of reputational threats.

❤️ Collaborations – unexpected partnerships between companies, even across industries, are creating strong PR hooks and meaningful content with fresh perspectives.

🎯 In 2025, B2B communications are becoming increasingly personalized, and PR is evolving into a strategic growth and trust-building tool—not just a support function for marketing.

5 trends in PR for 2025 in Russia: how businesses can adapt and leverage new opportunities

In 2025, we will witness the strengthening and evolution of existing trends—technological and social changes, shifts in workforce needs, and new approaches to media engagement, all of which will impact the communications and business landscape. Below are six key trends that we find particularly noteworthy in Russia.

1️⃣ The Rise of Chinese influence
The strengthening economic and strategic ties between Russia and China open new opportunities for businesses, from large-scale partnerships to distribution of Chinese goods. However, success requires understanding cultural differences—Chinese companies value hierarchy, long-term relationships, and transparency in negotiations. Localization of content and the use of platforms like WeChat and Telegram will help facilitate effective communication. Companies should offer practical solutions such as educational programs and tech support while leveraging data analysis to understand customer needs. A strong focus on ESG and IT, which play a crucial role in Chinese business culture, will be a competitive advantage.

2️⃣ Localization of communications and Telegram’s peak popularity
With some social networks being restricted, local platforms like VK and Telegram are taking center stage in Russian companies’ communication strategies. In 2025, Telegram will become a full-fledged media tool for brands, offering unique content formats—podcasts, analytical articles, infographics, and videos. Interactive features such as polls, recommendations, and smart bots will enhance engagement, while personalized content based on user preferences will boost audience retention. Social commerce will also grow, allowing users to shop directly in chats through integrated catalogs and new advertising formats.

3️⃣ The transformation of data PR
Over the past few years, conducting proprietary research and surveys has become a must-have for most companies. However, trust in such data is declining due to information overload and conflicting survey results on the same topics. In 2025, Data PR will continue evolving, focusing on unique insights that address specific market challenges. To capture business and media attention, research should target segmented audiences, such as small businesses, marketplaces, or the blockchain industry, increasing its practical value. Transparency in methodology is key to building trust—companies must clearly disclose data sources and analytical processes. High-quality research will not only enhance brand awareness but also create new collaboration opportunities and position companies as industry experts.

4️⃣ Stricter regulations for bloggers and AI-generated content
Starting January 1, 2025, stricter regulations in Russia will apply to bloggers and social media users. Unverified bloggers will lose the ability to receive donations, and Russian companies will be prohibited from advertising with those not registered with Roskomnadzor (a regulator). Users will also be restricted from reposting content from unregistered bloggers. Another major trend is the labeling of AI-generated content to enhance transparency and prevent manipulative practices such as deepfakes. Leading companies like Yandex (ru ecosystem) are already implementing AI content identification methods, including watermarks, machine learning algorithms, and metadata analysis.

5️⃣ Adapting to the new generation of workers – Gen Z
By 2025, Generation Z will make up approximately 27% of the workforce, making them a key segment in the job market. This generation has distinct expectations regarding work conditions, management styles, and corporate culture. Gen Z values autonomy, flexibility, and the social impact of their work. They prefer making independent decisions, participating in workflow organization, and seeing how their contributions affect business outcomes. Remote work and flexible schedules are crucial to them, as they prioritize work-life balance. Companies that adapt to these needs will not only attract and r

Half of Russians will abandon a brand after just one reputation scandal

‼️After many international companies left the Russian market, consumers are now more demanding and less forgiving. A single reputation scandal can make 49% of Russians stop buying from a brand, especially in key industries like food, healthcare, and safety.

Here are some insights:

📍 Almost half (49%) of respondents are ready to stop engaging with a brand after a single reputation scandal, while 27% would leave after two or three incidents. Only 22% are willing to tolerate such issues, with 15% saying they do not pay attention to the number of scandals.

📍 In essential sectors such as food, health, and safety, 40% would stop purchasing products involved in a scandal, 39% would completely abandon the company, and 18% would lose trust but continue buying.

📍 For non-essential goods and services, 39% would avoid scandal-related products, 35% would completely reject the brand, and 20% would become more cautious. If a company admits its mistakes, 49% would continue purchasing its products, though 27% would still doubt their quality.

📍 Consumers expect action: 68% want compensation for damages, 63% expect measures to prevent similar mistakes, and 60% seek an explanation of the issue. Meanwhile, 35% actively look for more details about the scandal, and 90% consider customer reviews important when making a purchase.

📍 Scandals in essential industries attract the most attention: food (75%) and medicine (61%).

❤️ FRC Global

🗣B2B Communicators Community #PRinB2B: Stronger Together

Community is an effective tool for uniting specialists in one field. We have been actively developing our own B2B communicators community #PRinB2B for almost 10 years.

This is a unique platform for exchanging experiences, finding innovative solutions and combining the expertise of professionals in the B2B communications field in Russia💬

Our main projects:
🎟Events for B2B communication specialists and managers
🔬Research among B2B communication specialists
📰Our own industry online magazine — B2B Journal and #PRinB2B Telegram Channel

Learn more about our B2B Communicators Community on our website.

❤️ FRC Global

Honest conversation about working in PR at the FRC agency business breakfast 🍽

❤️ On July 26, the Fresh Russian Communications agency held a traditional festive business breakfast. It was dedicated to the PR Specialist Day.

The event included a round table on the topic "PR 24/7: An honest conversation about working in PR", a master class on creating a speaker's image. At the end, participants and speakers received gifts from the Eksmo publishing house, the event’s partner. 

📥Read more about this business breakfast on our website.

❤️ FRC Global

❤️ FRC Agency included in the TOP Communication Companies 2024 National Rating

For the 8th consecutive year, Fresh Russian Communications agency has been included in the TOP-100 of the National Rating of Communication Companies (NR2K)

💪The agency continues to hold strong positions in the corporate, marketing and B2B communications market.

Earlier last year, in early June, the agency was also included in the TOP PR agencies according to the participants of the AKMR rating - the most influential PR directors of the industry.

💻 Read more on our website.

❤️ FRC Global

📈How to Promote a B2B Business in Russia: strategies, channels, and features of PR in Russia

After many international companies exited the Russian market, new business opportunities have emerged💡

However, competition in Russia remains quite high, and to successfully enter the market, it is important to have the right communication strategy that takes into account the local audience's specifics, socio-cultural nuances, as well as the country's economic and political factors.

Furthermore, PR in Russia 🇷🇺differs significantly from Europe, the US, and Asian countries, from communication channels to some rules while working with journalists.

📃In our article, we explored the main communication channels and formats in Russia, their features, and provided detailed insights on how to promote a B2B business in Russia.

⬇️If you have any questions or would like to discuss the article, feel free to leave a comment.

❤️ FRC Global

🔍Research: over 80% of B2B brands have successful experience with influencers

❤️ Fresh Russian Communications communications agency has presented results of the “Influencers in B2B communications” research. The research shows how B2B companies and B2B brands work with opinion leaders in the Russian market. 42% of the research participants stated that they already work with influencers, and 81% of them rated their experience as “successful” or “mostly successful”.

Main conclusions:
1️⃣A lack of successful cases the development of work influencers with B2B

2️⃣Working with influencers in B2B is a long game (building relationships with influencers, working together on content, creating and supporting a community of opinion leaders, developing partnership programmes, and brand ambassadors)

3️⃣Influencers do not (or do not always) facilitate direct sales in B2B, but they do help shorten the “customer journey”

4️⃣Employees, loyal customers, partners, and offline experts are also influencers

5️⃣Expertise and the ability to present content in a professional and interesting way is more important than a B2B influencer’s high profile and reach

🖥 Curious to learn more? Read the full research on our website.

❤️ FRC Global

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