An interview for ProPR gave Denis Bohush. President Bohush Communication. Member of International Association of Public Relations (IPRA). Vice-President of Ukrainian PR-League.
Denis, please tell us what kinds of PR services provides your company? Which ones are most popular in recent years?
We work both in politics and in business. Sphere of interests of our company – professional PR and strategic communications. Researches, communication campaign turnkey, branding, technology policy. Recently, it is increasingly popular political campaigns – the business does not differ particularly active. We also engaged in implementing projects related to regional development strategy – branding of regions.
So as part of one agency you can combine corporate PR and political advice?
Of course, these things are compatible. I have enough experience in the retail industry – in PR-companies, supermarkets and brands associated with food groups (Obolon, lively, Silpo, Faure, Nizhyn). Political consulting and corporate PR came along from the beginning. Just a year more customers with politics, but in some – out of business. As I said earlier at the moment between political companies we do not focus so much on corporate PR, but more on companies associated with the regional development strategy.This proved very popular.
It would be interesting to hear about most, in your opinion, interesting / successful PR-project, implemented by your company.
The project, which is remembered most of all – the Orange Revolution. It certainly was the best company in the political world, not only in my opinion. The next best company, the same association recognized the election of Barack Obama’s company.
It was interesting in our company to protect the game of business, during which we managed to achieve a veto by the President with our formulation, but, unfortunately, failed to achieve full repeal bill.
For political companies no less memorable was the election of Mayor of Bila Cerkva and Mayor of Truskavec. If we consider more creative projects, the company was very successful debt collection between the two banks. We were fully achieved the set objectives. Of course, the call data financial institutions, I, for obvious reasons, can not, but belong to the top 10 banks in Ukraine.
Denis, you said that you refer to us as businessmen and politicians. And who would you like to see their clients in the future?
I wish that our customers were people of moral principles and to some minimum level of fairness. With the desire to invest in their country in their region, in the city. And not stolen money (laughs).
Whether your company uses some innovative technologies and how do you assess the role of IT in conducting PR-campaigns?
Innovative technologies, we not only use but also develop themselves. It can be just as strategic games, and innovative ways of collecting, evaluating and processing information. For example, during the Orange Revolution, our first technique was applied Conversion Models, which is allowed by dividing the electorate into 6 groups, to more accurately determine the psychological model of behavior of a group. Until now, few people it applies. We, the application of this technique, while very helpful.
So we brought into the country and popularized equipment DART © – is an electronic focus group, which is now successfully used on television, such as ICTV. First time we saw her in the movie Roger Spotswood “Project Elcin” and, therefore, brought this hardware in Ukraine. The most tested all products, which was, wherefore declared results at a press conference. As you see, he is still successfully used channels.
As for information technology – use at work all the social networks, successfully campaigning, know the limits to the effectiveness of campaigns on the Internet. For example I can say with confidence that for the majority of companies the Internet at the moment do not need, because they vote mostly grandmothers, grandfathers, who do not know what it is.
How do you assess the current state of Ukrainian market of PR? And changes in the market place over the last year?
In my opinion, the number of PR agencies reduced. Because it is very difficult to work in the corporate sector in the poor investment climate and, consequently, many Western companies are closed and go. Remain in the very large multinational corporations that operate even in Belarus, or those who have the say so of guaranteed customers.
As for the political technologies market, then in 2010, the year in local elections at the same time was one hundred thirty thousand campaigns councils at various levels. Accordingly, some 100,000 companies doing? So we went 100,000 technologists who can come, and with all seriousness said, “Here I made the election campaign.” Whether the market has changed political technologies? Well, of course, somehow changed.
Plus, the entire mass of courses that prepare people for example, PolitPR. And these people just want to now about to participate in some way. So this market, in general, blooms and smells.
Tell us about the specifics of the Ukrainian market of political consulting.
Specificity is. Firstly, our political strategists are reasonably high. Why? Because they are accustomed to take part in competitions. For example, the Russian political strategist will be an order of magnitude less advanced compared to ours because it does not have fought, in which the company made in other ways.
Second, we still have not learned to sell themselves. If our political strategist says that it costs $ 1000, the Russian for the same action requests $ 10,000.
Next. A very large number of people who have never participated in the election campaign, but claim that they spin doctors. And just such a huge amount on the market. I do not know how customers are reflected from them.
Well, if we talk about the specifics of the customer, the Ukrainian customer likes The Show. It may take a very expensive spin doctor, not because he can make it elegant company, and to boast to their “neighbor”. In this case the customer pays very poorly. That is, they must constantly stimulate different ways: as a children’s nurse, and threaten them, and make arguments.
Another point that I would like to draw attention – quite often difficult to understand whether the client influence on decisions. Most have a sponsor that has a lot of different people who go into the deputies – in accordance with final decisions taken by him, and would like it to negotiate with him. But to get to those who are sponsoring a very, very difficult.
Author of the Interview – Alexander Yurkin
Specially for ProPR