Translation. Region: Russian Federal
Source: Peter the Great St Petersburg Polytechnic University – Peter the Great St Petersburg Polytechnic University –
The results of one of theflagship educational projects of SPbPU in the field of PR and advertising for the country’s studying youth. For the first time, not only students but also schoolchildren from 16 Russian cities participated in the all-Russian competition-forum of communication projects “Engineers of Meanings” of the Higher School of Media Communications and Public Relations of the Humanitarian Institute.
This year the event was held with the support of the Association of Public Relations Teachers, the Foundation for the Support of Innovations and Youth Initiatives of St. Petersburg, the Association of Organizations and Specialists in Innovations in the Sphere of Education and the All-Russian public organization “Russian Creative Union of Cultural Workers”.
Of the 78 projects submitted for the first correspondence stage of the competition, 19 works in four main nominations reached the final: “Best Theoretical Work”, “Best Practical Work for an Educational Organization”, “Best Practical Work in the Industry” and “Visionary of the Communications Industry”, as well as 18 works in the special nomination “Legacy of the Great Victory”. The finalists were invited to face-to-face defenses at SPbPU, where a two-day forum with an educational program awaited them.
At the opening, the participants were greeted by the director of the All-Russian competition-forum “Engineers of Meanings”, director of the Higher School of Media Communications and Public Relations of the SPbPU GI Marina Arkannikova and the head of the competition-forum “Engineers of Meanings”, 1st year student of the master’s program in Advertising and Public Relations Irina Frey.
I am proud of the competition’s organizing team. Just three years ago, we discussed the initiative for this event, and today it is already a practice-oriented project proving its effectiveness in your education. This year, you have expanded its scale and geography – now schoolchildren are with us. Many thanks to you and all the guests of the Polytechnic who are with us today, – noted Marina Arkannikova.
The business and educational program of the first day was opened by a lecture by representatives of the Foundation for Support of Innovations and Youth Initiatives of St. Petersburg Ekaterina Kholodnova and Tatyana Abramovich, organizers of the project “Mediator: How to Make Everyone Happy” in the competition “Design of the Young/Young Design”. They talked about the formats of the competition and analyzed the role of mediators in the design industry. Editor-in-chief of the industrial publication Sostav.ru Roman Bedretdinov gave a lecture “Artificial Intelligence: an Unlimited Field of Co-Creation”. Founder of the LOUD communications award Ksenia Tikhankina gave a report on the topic “Creative Tools in PR: a Strategic Approach to Coverage, Meaning and Efficiency”.
On the second day, Alexandra Shushlina, a representative of the press service of the Moscow Department of Labor and Social Protection, gave a lecture on “Professional Care: PR of Social Projects” and talked about the projects of the “School of Kinship Care”. Daniil Rogozin, the founder of Gelios Biscotto, held a master class on “The Magic of Start: How an Idea Becomes a Successful Product Online”. He shared the secrets of building a roadmap for his product and told what needs to be done to get the President of the Russian Federation to try your product. Andrey Chirkov, PR Director of Zarenkov Gallery and Ambassador of Russian Circus Arts, shared ideas for non-standard PR campaigns and creative integrations at the master class “PR in the Circus: and it’s not funny”.
The forum also included a training session “PR tools for beginners — the whole truth about the work of the press service” from Victoria Grechina, head of the public relations department of the financial corporation “Consortum”, a case championship from Ekaterina Lisovskaya, commercial director of the digital agency AdAurum Group, and a workshop “Creating meanings: a creative approach to special projects” from Galina Filippova, PR Team Lead of the international digital agency Magnetto.pro.
At the award ceremony, the authors of the best works thanked Polytechnic for the events and exchanged impressions.
I was once at the origins of this project. I am very glad that the competition is growing and scaling. More and more guys from the regions are participating in it. This year there was a very interesting program from professionals in our industry. Thank you to the jury for the high assessment of my project and for the recommendations, – noted Adelina Borozdina, a second-year student of the Master’s program “Advertising and Public Relations” at the Higher School of Management and Social Sciences.
The winner in the nomination for schoolchildren was Ksenia Baraeva from Bryansk, a student of grade 10B of Gymnasium No. 6.
Can a schoolchild feel confident among students? Definitely yes! Thanks to the forum “Engineers of Meanings”. These are not only lectures and master classes from specialists, but also an opportunity to communicate with students and learn everything about studying at the university. I was convinced that I really like the direction “Advertising and Public Relations” at the Polytechnic University. I am sure that for many schoolchildren the forum became an excellent opportunity to get acquainted with the university and their future profession. Next year I will definitely participate in the forum again, this time with new ideas and meanings, – said Ksenia.
Nomination “Best theoretical work”:
“Financial Culture — a Conscious Trajectory”, authors — Ksenia Gvozdkova, Ilya Belousov, Anna Krotova, Ksenia Popova, Anastasia Minenkova, scientific supervisor — senior lecturer of the Department of Management of the RANEPA SIU Marina Ivanova; “ECO-Fest | T-Bank 2025”, authors — Varvara Smirnova, Anastasia Soloveichik, Anton Li, Tomasz Adamowicz, scientific supervisor — associate professor of the SPbPU HSMiSO Irina Melnikova; “Creative PR for the T-Bank Vozvrat cash refund service”, authors — Alexandra Lipatova, Yulia Lutfullina, Varvara Nuryaeva, Polina Shtrik, scientific supervisor — head of the Department of Philosophy of Language and Communication of Moscow State University Anna Kostikova; “UGMK Professions”, authors – Arina Senchilo, Victoria Pirogova, Victoria Khizhuk, scientific director – associate professor of the Higher School of Medical and Social Sciences of St. Petersburg Polytechnic University Irina Melnikova.
Nomination “Best practical work for an educational organization”:
Communication support of the XXV Anniversary season of the city photo exhibition of young photographers “POLYTECH-PHOTO”, author – Adelina Borozdina, scientific supervisor – associate professor of the Higher School of Music and Social Sciences of SPbPU Elina Avakova; Audio guide to digital culture of UlSTU “Voice of the Ages”, authors – Arina Budaeva, Kristina Grigorieva, Ksenia Moskolonova, Vyacheslav Moiseev, Anastasia Trubacheva, scientific supervisor – UlSTU associate professor Valentina Kamanina; Communications Festival “Kulek”, authors – Ilvina Zaripova, Tatyana Gontar, Vladislav Gubenko, Elizaveta Lysenko, Daria Tarasova, scientific supervisor – director of the Institute of Philology, Journalism and Intercultural Communication of SFedU Anna Dmitrova; PolyUnity: Adaptation of foreign students, authors – Polina Bazarova, Nikolay Bessarabov, Maria Derebenskaya, Sergey Korotkov, Kantemir Kochesokov, scientific supervisor – associate professor of the Higher School of Medical and Social Sciences of SPbPU Elina Avakova.
Nomination “Best practical work in the industry”:
Special project “Avitenok”, authors – Marina Berezina, Ksenia Sayakina, Ksenia Serova, Angelina Umarova (“Higher School of Economics”); Creation and promotion of the handmade clothing brand “Pavvuchixa”, author – Yulia Chistyakova, scientific supervisor – Associate Professor of the Department of Journalism, Advertising and Public Relations of NArFU Olga Votintseva.
Nomination “Visionary of the Communications Industry”:
Ksenia Chueva, P.A. Stolypin Volga Region Institute of Management – branch of RANEPA; “Special Prize” for a conscious choice of professional path – Lilia Sargsyan, Moscow Financial and Industrial University “Synergy”.
Nomination “Heritage of the Great Victory” (student projects):
“Musical Kaleidoscope” dedicated to the 80th anniversary of the Victory in the Great Patriotic War, author – Yuna Fedorova, scientific supervisor – Associate Professor of the Brand Communications Department of the Institute of Business Communications of St. Petersburg State University of Industrial and Technical Design Veronika Smirnova; Video dedicated to the 80th anniversary of the Victory in the Great Patriotic War and the 100th anniversary of the war veteran Vladimir Stepanovich Mikhin, author – Anastasia Sidorenko, scientific supervisor – Head of the Department of Electronic Media and Speech Communication of the Faculty of Journalism of VSU Valeria Kolesnikova; “My great-grandfather is my pride! The contribution of the home front worker Mikhail Prokopyevich Zelenkin to the development of Izhevsk weapons during the Great Patriotic War”, author – Mikhail Lekomtsev, scientific supervisor – Director of the College of the Izhevsk Institute of VSUJ (RPA of the Ministry of Justice of Russia) Stanislav Kalugin; “Two Eras – One Victory” information support for a family festival at a recreation center, author – Anastasia Nazarova, scientific director – professor of the Ulyanovsk State Technical University Olga Shinyaeva; “Special Prize” for contribution to patriotic education of the younger generation: scenario of a quest lesson on the topic “The Great Patriotic War”, author – Vladislava Safonova, Surgut State Pedagogical University.
Nomination “Heritage of the Great Victory” (school projects):
Video clip “In Memory of the Victims of Khatsuni”, author – Ksenia Baraeva, 10B grade student, Gymnasium No. 6, Bryansk; “Special Prize” for contribution to patriotic education of the younger generation – “History beyond time”, author – Maria Palchik, Engineering and Technology School No. 777, St. Petersburg.
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