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Interview with Olga Turkina: PR Guru Sharing Advertising Secrets
Got a burning question about advertising? Olga Turkina, PR manager extraordinaire, has the answers! In this enlightening interview, she spills the beans on her fascinating career journey, outlines the challenges she's faced, and reveals her secrets to creating a successful advertising campaign.
Hey Olga! How did you end up becoming a PR manager?
- My story began as a university student when I was preparing for my thesis defense. With no initial plans to venture into advertising, my thesis advisor suggested I apply for an open position at a company. After all, why not give it a go, right? Fast forward to now, and I've been a fixture in the industry ever since.
There's not much difference between what I studied - journalism - and my current job. In essence, I execute journalistic functions with a slightly altered goal. Oh, and let's not forget the element of creativity that keeps my work exciting - organizing events and more!
What was your first taste of the advertising world?
- I started working at the tender age of 18, interning at a local newspaper near my hometown, Anuchino. Eventually, I took on a remote medical journalism gig in Vladivostok. When it came to my advertising gig, that was my first job outside the realm of journalism.
After seven years in the industry, what have you discovered about advertising and its challenges?
- Our company's growth has kept me here for all these years. Initially drawn to the variety journalism offered, I find staying in advertising both challenging and thrilling. Trends shift, new platforms emerge, and the market never fails to surprise. Working with people is another crucial aspect, as their personalities and preferences demand different approaches. I've forged long-term partnerships and even made a few friends in the industry. There's always a learning curve, but that's what makes it all worth it!
So, what, exactly, does a PR specialist do?
- Classic PR involves announcing new projects and engaging the target audience through tweets, long reads, interviews, and more. I also orchestrate events, collaborate with media, and engage in promotional activities to create an enticing buzz. It's a never-ending cycle of brainstorming, writing, and communicating!
In your opinion, what makes a successful advertising campaign?
- A successful campaign articulates the intended message, evokes emotions, drives action, and understands the audience's needs and desires. With creative thinking and skilled execution, we can craft valuable, engaging content that resonates with our target audience.
Share one particularly memorable campaign you've worked on.
- Two campaigns stand out for their wide reach, positive perception, and budget-friendly execution. The first was the launch of the "Volga Show" (16+), where we created a viral sensation by making it seem like our panicked promoter went crazy and plastered posters everywhere, attracting tons of attention on social media. Pavel Volya even noticed our action!
Another unforgettable moment was the "Get on TNT" (16+) event in Ussuriysk, where we invited Grigory Koktun - who played the role of Kiselev in the popular series "University" - to join us. With the help of a well-known local blogger, we managed to generate enormous interest by broadcasting his adventures at the city's Chinese night market.
How do you usually collaborate with bloggers? Are they receptive and eager to team up, or have they become high and mighty?
- It varies from one blogger to another. While some are open to collaborations and active in promoting our events, others require proper labeling and follow advertising regulations to avoid any complications for both parties. We mainly focus on building lasting relationships with local bloggers, often jokingly saying we've helped "produce" some of them!
Do regional bloggers differ from those in Moscow?
- I find little difference between bloggers based on where they're from. It all comes down to their personality and work ethic. If a blogger is not engaged and approachable, they'll exhibit those qualities, whether they're in Vladivostok or Moscow.
What's your take on theoretical versus practical knowledge? Do you think the education system could be improved in any way?
- My journalism studies were a valuable blend of theoretical and practical knowledge. While some subjects seemed pointless at the time, they eventually proved useful later in my career. I'd suggest integrating more practical experience in education - sending students out to work in offices to gain firsthand insights into the industry.
In your view, what qualities are essential for a PR specialist to succeed?
- Key qualities include an openness to the world, love for people, and genuine interest in them. You need to be curious, self-confident, and stress-resistant to thrive in the dynamic world of PR.
What are the latest trends in advertising, and how should campaigns be distributed?
- The focus is now on integrated, native advertising that tells captivating stories rather than delivering direct pitches. And when it comes to distribution, identifying and understanding your target audience is crucial to choosing the right channels for communication.
What are some of the main challenges facing advertising agencies in Vladivostok?
- The local market lacks competition, which could potentially hinder growth and development. Establishing a stronger competitive spirit would encourage better content and media production.
Is billboard advertising still relevant, or does it feel outdated?
- Yes, billboard advertising works, but only when executed creatively. Not all ads are equally effective, but those that are memorable and engaging will certainly catch your eye.
Have you heard the saying that employers look for young specialists with 20 years of experience? Has this been your experience?
- Not in our company! We appreciate young, energetic employees with fresh ideas and perspectives. In fact, our youngest team member is actually me!
Young specialists often face criticism for being lazy or aloof at work. Have you experienced this?
- Not at our company! We find that this field offers plenty of opportunities for personal and professional growth. Plus, working in advertising presents an intriguing blend of monitoring social media and interacting with celebrities - not exactly the job description for a typical "Zoomer"!
What about salary concerns? Early in your career, did you struggle to make ends meet? Is it still feasible now?
- Gratitude to my parents for their support - I wasn't reliant on a salary when I first started working. My primary motivation was gaining experience and earning a bit of pocket money. When my pay increased, it was in line with market rates. I'd also stress the importance of diversifying income streams. Having multiple ways to earn money is crucial!
What's in store for the advertising industry in the Primorsky Krai? Will the market grow, and in what direction?
- The advertising landscape is poised for growth and innovation. With the addition of creative formats like videos and interactive ads, and the integration of current trends into campaigns, we can produce engaging, attention-grabbing content that truly resonates with our audience.
Finally, any advice for young people dreaming of a career in advertising?
- Don't be afraid to take risks and make mistakes. In our field, you often need to experiment and adapt to succeed. As long as you respect people and their preferences, you're set to conquer the ever-changing world of advertising!
- When preparing for her thesis defense, Olga Turkina unexpectedly found herself applying for a PR position in advertising, which has become her career ever since.
- Engaging with bloggers is essential for creating successful advertising campaigns, as they help generate interest in events and promote content on social media platforms.
- To stand out in the industry, an advertising campaign should articulate its intended message, evoke emotions, drive action, and understand the audience's needs and desires, ultimately creating valuable, engaging content.
- The future of advertising in the Primorsky Krai is promising, with the integration of creative formats like videos and interactive ads set to drive growth and innovation, ensuring engaging content that resonates with the audience.
