СТОРИТЕЛЛИНГ НА СЛУЖБЕ БИЗНЕСА: АВТОРСКИЙ МАСТЕР-КЛАСС СТАРШЕГО PR/ESG ДИРЕКТОРА LG ELECTRONICS
STORYTELLING IN THE SERVICE OF BUSINESS: MASTER CLASS BY SENIOR PR/ESG DIRECTOR OF LG ELECTRONICS
As a part of the LGEdTech educational marathon, Tatiana Shakhnes, senior PR/ESG Director of LG Electronics in Russia held an original master class for students of the Institute of World Economy and Business within the Faculty of Economics at the Peoples' Friendship University of Russia.
LG and its representatives are not accidentally holding a lecture at the RUDN for the second time. It is federal and global research as well as the high level of training of the RUDN students themselves that make the educational dialogue "More than a profession: PR tools for promoting social responsibility and the reputation of companies (for example, LG) so interesting." Based on the lecturer's more than 28 years of experience and real-life cases, the master class was devoted to the role of storytelling in communications, as well as the ESG agenda based on environmental, social and corporate governance.
According to Tatiana, one of the important aspects in the work of a communicator is the ability to create and convey meanings to the target audience, the so-called storytelling. In the PR profession, its advantage lies in the fact that it allows you to build a more emotional communication, presenting the DNA of the brand or the value of the product in a "lively and accessible language", affecting not only the target group, but also the contact audience as a whole.
Lecturer, author of the book "Encyclopedia of PR. Born with Industry" (the second book is being prepared for publication), a joint narrative in the format of large-scale projects. In a conversation on the topic of personal brand, which is so interesting to young people, Tatiana explained that fame comes to a person during the development and implementation of cases that are not similar to other cases, such as thematic donor marathons, bright events and the constant maintenance of social networks filled with interesting content.
The LG Electronics educational Marathon, which started in the spring of 2022, continues its active development, covering both universities and pre-university institutions, schools and summer educational clusters, technoparks.
As a part of the LGEdTech educational marathon, Tatiana Shakhnes, senior PR/ESG Director of LG Electronics in Russia held an original master class for students of the Institute of World Economy and Business within the Faculty of Economics at the Peoples' Friendship University of Russia.
LG and its representatives are not accidentally holding a lecture at the RUDN for the second time. It is federal and global research as well as the high level of training of the RUDN students themselves that make the educational dialogue "More than a profession: PR tools for promoting social responsibility and the reputation of companies (for example, LG) so interesting." Based on the lecturer's more than 28 years of experience and real-life cases, the master class was devoted to the role of storytelling in communications, as well as the ESG agenda based on environmental, social and corporate governance.
According to Tatiana, one of the important aspects in the work of a communicator is the ability to create and convey meanings to the target audience, the so-called storytelling. In the PR profession, its advantage lies in the fact that it allows you to build a more emotional communication, presenting the DNA of the brand or the value of the product in a "lively and accessible language", affecting not only the target group, but also the contact audience as a whole.
Lecturer, author of the book "Encyclopedia of PR. Born with Industry" (the second book is being prepared for publication), a joint narrative in the format of large-scale projects. In a conversation on the topic of personal brand, which is so interesting to young people, Tatiana explained that fame comes to a person during the development and implementation of cases that are not similar to other cases, such as thematic donor marathons, bright events and the constant maintenance of social networks filled with interesting content.
The LG Electronics educational Marathon, which started in the spring of 2022, continues its active development, covering both universities and pre-university institutions, schools and summer educational clusters, technoparks.