Translation. Region: Russian Federal
Source: State University Higher School of Economics – State University Higher School of Economics –
“PR and Advertising Week on Yenisei” – “Yarpiar” – All-Russian student festival on advertising and PR brought the School of Communications of the National Research University Higher School of Economics 22 awards.
Photo by: Yulia Korogod
The festival was held from April 21 to 24 and included an advertising Olympiad, the Blue Cone competition, a scientific and practical conference and master classes. This year’s concept was “Eco-communications”, as well as the role of advertising and PR in sustainable development. This year, 27 teams from three countries, 16 cities and 25 universities took part in the Festival.
The Yes.My team, led by Rimma Pogodina, Associate Professor of the School of Communications, received 22 awards. This year, the team has 8 first, 6 second, 3 third places and 4 special nominations. And Karina Amdieva was awarded the individual championship cup.
Photo by: Yulia Korogod
– The individual assessment included the Olympiad: it is very similar to the Unified State Exam in advertising, only with open tasks – ten questions with atypical cases or situations. For example, you are a PR manager for a mayor who has spoken out sharply on some issue, and you need to conduct anti-crisis communication because he was “exposed” on a federal channel. Or another example: you are a PR manager for a gamer streamer who was invited to give a lecture to students of the journalism department of Moscow State University. What advice would you give him? That is, these are questions that require reflection and a professional approach.
The second part of the individual championship is the analysis of a communication case. This year it consisted of two stages: online and offline. The online stage is a classic case solution: you are given a problem, you do analytics, formulate input and propose a strategy. At the in-person stage, it was necessary to analyze the Silver Archer case according to the criteria in an hour and a half: evaluate it for compliance with the target audience, the stated results and generally give your expert assessment, – said Karina Admieva, a bachelor’s student “Advertising and Public Relations”.
Representatives of the companies that provided cases for the Festival – market leaders – emphasized the high level of training of students from HSE.
As Elena Kharlamova, Deputy Director for Communications of the Krasnoyarsk Representative Office of the Norilsk Nickel Mining and Metallurgical Company, noted: HSE teachers have an incredibly broad vision of everything, they teach students to look at the task from a different angle, in an unconventional way. “The team managed to offer a comprehensive approach, which we take and do! This will all be implemented, you will see it all,” she said at the award ceremony.
The “Promotion of Territories” competition is part of the team championship of the All-Russian Olympiad in Advertising and Public Relations. It consists of two stages. The first is solving a task in an online format before the festival: this year the task was presented in the form of an analysis of existing narratives for promoting territories to choose from.
Photo by: Yulia Korogod
– My team and I analyzed the campaign to promote Kolomna and proposed improved approaches. Following this stage, we and seven other teams were shortlisted, – shared Yulia Korogod, a master’s student “Integrated Communications”.
The second stage was carried out directly at the festival and included two competitions. The first was related to homework and involved creating creative slogans for the chosen territory. The second competition involved creating a communications campaign to promote one of the places in Southern Yenisei Siberia.
Photo by: Yulia Korogod
– The creative framework of our solution was expressed in the contact of man with the universe, which was positively noted by the jury members. Based on the results of two stages of the competition, our team took first place. This result was incredibly desirable and significant. Moreover, for us personally, this became another proof of high preparation at the university, since in the conditions of limited time, various theories and creative frameworks seemed to be in the subcortex, – Yulia Korogod.
Congratulations to Karina Amdieva, Yulia Korogod, Evgenia Guseva, Ekaterina Solovieva and Stefania Bochkareva on their awards!
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