The award continues its partnership with Gazprom-Media Holding: Polina Trizonova revealed the secrets of managing digital asset communications for her book "Masters of Reputation."

We are pleased to announce that our large-scale strategic partnership with “Gazprom-Media Holding” successfully continues for the second year in a row. In anticipation of the upcoming 15th anniversary of the award, as we have already mentioned, we are preparing a unique publication for release — the book “Masters of Reputation”. The heroes of the book are leading top managers in the industry whose decisions are changing the landscape of modern communications.

Polina Trizonova, Director of Strategic Communications for Digital Assets at “Gazprom-Media Holding”, shared her experience and insights for the book. Upon joining the company, Polina introduced the well-known three-modal Run-Change-Disrupt concept into management, restructured fragmented processes and, within her very first year of work, tripled the media citation rate of the holding's digital assets.

In her interview for the book, Polina spoke in detail about how to turn PR from a service function into a strategic adviser for the business, how to effectively use artificial intelligence in the daily routine of a press service, and why strict division into tracks helps overcome chaos.

Polina Trizonova: “I am sincerely convinced that PR is a strategic function. But at the same time, it is also a service function. My team is perceived as an expert, an adviser. The ability to achieve this attitude toward the PR function within a company is my strong suit. To achieve this, at the initial stage of work, you need to demonstrate proactivity and involvement in the company's affairs — understand what is happening, what the pain points are, and how a PR specialist can help solve the tasks. But at the same time, it is important to continue being useful to your company in everything and ensure maximum comfort for the internal client. For this approach, one of my friends, a well-known PR director, calls me a private jet flight attendant”.

The business component and technology took a special place in the holding's new communications strategy — externally, the company must be clearly positioned as a strong IT brand in the media. A striking example of a successful transformation was the case involving the SMM strategy of the Rutube video hosting platform.

Polina Trizonova: “As part of our SMM efforts, we redesigned the official Rutube channel. Previously, its tone could be described as "official-basic". It featured news about the opening of new studios and the signing of cooperation agreements. We decided to take a risk, and now the channel is supposedly run on behalf of our colleague. We called it "I am Rutube". Now, it features not only company news, but the author also shares analytics and opinions on certain issues and talks about user-generated content. The Tone of Voice has changed significantly — now it sounds less official and more friendly. <...> Audience engagement has increased significantly”.

Polina also openly shared her personal professional philosophy, noting that an ideal employee should possess stress resilience, flexibility, honesty and courage, because “fear paralyzes initiative, and without it there is nothing to do in the modern world”.

The full version of the interview, including an analysis of crisis management protocols, work with AI and details of notable PR campaigns of the digital assets of “Gazprom-Media Holding”, will be included in the anniversary book “Masters of Reputation”. Follow our announcements!