The present state of integrated communication in Russia

Public Relations Review. 2015. Vol. 41. No. 4. P. 533–540.

Endaltseva A.

Integrated communication that incorporates public relations, management, advertising, marketing, political communication, media relations, and social media platforms, as reflected at all communicative levels, from corporate to personal, is a product of a capitalist consumer society with a stake in personal communication consumption choices. Integrated communication in Russia is a relatively new phenomenon, still highly influenced by the intuitive communication practices and posing conceptual questions on its development vectors among the researchers and professionals in the field. Furthermore, integrated communication in Russia is currently undergoing the process of changing into a social phenomenon with the potential to replace existing social institutions. This article examines the state and features of integrated communication development in Russia using the method of key informant interviews with the leaders on the Russian public relations and communication market.

Keywords: strategic communication, integrated communication, communication in Russia, integrated communications in Russia