PR for Russia

By Constance Richards
September, 1992

As the only public relations firm accredited in the Russian Federation and to the Ministry of Foreign Affairs, The PBN company has its hands full, not only representing foreign firms both here and abroad, but also teaching the concept of public relations, which is basically an unexplored realm in these parts.

Country Manager Kim Getto says that the large California firm was asked to take charge of Mikhail Gorbachev's three-day visit in San Francisco in 1990 without cost; this was the philanthropic beginning of the PBN firm's relationship with the C.I.S.

Getto, as one of only two foreign representatives in the Moscow office in a staff of six, says she enjoys the challenge of independence.

"With logistics it is rather difficult - arranging big news conferences, hiring trucks or planes, but we work very closely with all the Russian staff and contacts", says Getto, who also hires Russian video crews, photographers and delivery people for various assignments. She notes, however, that in general, the way of conducting business has changed in the two years she has been to Moscow. "Well, first we had no phones at all," she laughs, recalling moving into the brand new and empty space. "Now we have international phones and faxes!"

Having experienced the coup attempt last August, Getto says, she was never ready to pack up her bags.

"Until the embassy commanded that American citizens leave, I was here to stay and never afraid of my own safety, only for the people outside." The experience strengthened her she says, for future tough situations in the republics.

"My cellular phone worked even better back and forth to headquarters in San Francisco, she recalls - business as usual under any circumstance.

Especially now, says Getto, more and more people are understanding what public relations is. "Companies are hiring firms to do marketing, to make materials for them, to get positive media coverage for themselves. Getto cites Russian banks as examples, who are trying to market themselves in the West, but have no materials or brochures.

"That's the first thing people ask for," she says. "Public relations is communicating clearly about your business."