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Olga V. Afanasyeva
Bolotova A., Mnatsakanyan A.
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The School of Integrated Communications is innovative and unique learning environment. It is one of the first communication schools in Russia offers higher education embraced in a wide range of communication techniques and technologies aimed to establish the effective dialogue between an organization and its public. Being a part of National Research University “Higher School of Economics” in Moscow, the School of Integrated Communications takes advantage of the location in diverse and global city with access to a lot of education facilities, renowned faculty, and internships in leading PR and advertising companies.
The goal of the School is the preparation of world-class specialists in the field of advertising, public relations and new media, knowledgeable in theoretical and practical aspects of mass and special communication, skilled in new media technologies, advertising, PR, instruments of design and media content management, media planning, project management, marketing research. It is a question of preparation both generalists in the field of integrated communications and narrower specialists in areas of advertising, PR and new media.
This year 86 teams entered the competition and 8 of them were selected for semifinal in Saint-Petersburg. Four teams took part in the final. The teams represented the National Research University Higher School of Economics (Saint-Petersburg and Moscow), Saint-Petersburg State University, and Kazan National Research Technological University (Kazan).
The competition is traditionally organized by the Saint-Petersburg State University and Youth Department of the Russian Association of Public Relations (RAPR) with the support of Strategic communications agency ‘Nikkolo M’. The HSE was represented by two teams: one from Saint-Petersburg and the other from Moscow. The Moscow team included first- and second-year master’s students of the Faculty of Applied Politics: Insaf Basirof, Dmitry Volzev, Viktoriya Vasilieva, Maria Chernova. Saint-Petersburg team, called ‘Tandem’, included Kseniya Vasenkova and Mihail Roskin.
This year the teams were challenged to overcome non-voting behavior in an imagined Russian town X. Then semifinalists and finalists took part in different contests, such as development and presentation of election mottos, debates, political decision making case study, composition of a public utterance for a political party, and many others.
The results of the competition were evaluated by a jury which included Igor Mintusov, CEO of Strategic communications agency ‘Nikkolo M’; Aleksey Puchnin, Chairman of Saint-Petersburg’s election committee; Olga Aphanaseva, Associate Professor at the School of Integrated Communication (HSE, Moscow); Dmitriy Gavra, Head of the Chair of ‘PR in Business’ at Saint-Petersburg State University; Stanislav Naumov, President of Russian Association of Public Relations; Roman Romanuk, editor-in-chief of ‘Northwestern Expert’.
The ‘Tandem’ team from Saint-Petersburg (HSE) won the first place, the Moscow’s team took fourth place.
Dmitry Voltsev, participant of the competition, said: ‘The reason why the competition was interesting for me was to get in touch with colleagues, who are future professionals in communications. I believe students need to participate in such events, where they can try themselves in an environment similar to the real world. For me the competition was a huge experience which will definitely be important in my career development’.