Mass media are business’s best friends

17 July2019
Mass media are business’s best friends

On July 15, the participants of the Summer Campus of the Presidential Academy were taught how to use the media to attract the attention of the audience to a product and make them interested in purchasing it. Miruna Mihailovici, an experienced journalist and PR manager of large projects, shared some valuable tips with the students.

Miruna Mihailovici underlined the importance of a well-structured story in promoting a product. This story should be more than a simple narration, but should contain valuable, useful and attractive information for the target audience, the expert added.

Miruna Mihailovici shared some tips on where to promote the product, explaining that the main helpers in a PR campaign would be the mass media, blogs, social media and websites. Storytelling is also an important component, she said. It is through this story that the buyer becomes familiar with the product and decides on the purchase.

How to make the story of your business interesting? First of all, your story should answer the following questions: Who? What? When? Where? Why? How? The answers to these questions should help the buyer absorb information and make a decision about the purchase of your product or service. To become a leader among other companies, it is important to use your experience for inspiration and learn from others. The expert advised the participants to have their activity covered by the media, keep a blog, create a YouTube channel and share information.

The next step toward success in the information field, according to Miruna Mihailovici, is promo actions, which are considered successful if they attract a large number of media outlets. She cited some examples of successful promo actions, such as a big balloon from British Airlines and oatmeal packs with Barack Obama’s portrait. With these examples, the expert inspired the students to be more creative and always try to use non-standard ways of familiarizing people with their products.


The International Summer Campus of the Russian Presidential Academy of National Economy and Public Administration (RANEPA) is a unique annual educational project for best students of Russian and foreign universities. The Campus curriculum comprises lectures and interactive sessions with leading Russian and foreign academics, government employees and world-class business executives. RANEPA Rector Vladimir Mau, leading Russian and foreign experts, Russian and foreign business leaders, high-ranking officials and civil servants will traditionally speak at the Summer Campus.

The organizers of RANEPA Summer Campus include RANEPA, the Republic of Tatarstan, and the Association of Innovative Regions of Russia.

General partner: The Сoca-Cola Company; Partner: ACIG Group of Companies.

Official information partner: TASS. Campus news agency: Interfax. Strategic partner: RIA Federalpress. Main information partner: Polit.Ru. Campus magazine: Profile. Campus internet media: Invest Foresight. Leading information partner: RNS. Main regional information partner: Realnoye Vremya online newspaper. Campus TV: Tatarstan State TV and Radio Company. Information partners: Parlamentskaya gazeta, Komsomolskaya Pravda Kazan newspaper, Strategia magazine,, Efir 24, InKazan, KazanFirst, and Public Administration journal.



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