Translation. Region: Russian Federation –
Source: Official website of the State –
An important disclaimer is at the bottom of this article.
On March 11, the State University of Management hosted an interactive lecture from LG Electronics.
Over 100 first-year students from the State University of Management's Institute of Marketing attended a creative meeting titled "Optimism and Inspiration as the Key to Successful Communications" with Tatyana Shakhnes, the company's senior PR/ESG director in Russia.
The central theme of the lecture was public relations and the role of professionalism in building communications between a brand and society. Particular attention was paid to how modern companies can not only communicate their products and technologies but also support and initiate social projects, setting a positive agenda.
The expert emphasized that in the era of the attention economy, sincerity, emotional engagement, and meaningful content are becoming key tools for effective and long-term dialogue with society.
In her speech, the lecturer also presented a new book, "25 Years of Communications," which draws together 25 years of Baltic Weekend's best cases. The publication includes one of the most significant industry projects promoting blood donation—LG's social initiative, aimed at developing a culture of this noble volunteer movement.
Using examples of the company's communications initiatives, the students were shown how a combination of creativity, a relevant agenda, and collaboration with opinion leaders from various fields helps generate lasting audience interest. During the session, the participants divided into teams and discussed the similarities between advertising and public relations, and what aspects are unique to each industry.
At the end of the meeting, Tatyana Shakhnes invited students to participate in a creative assignment: try their hand at being public relations specialists and develop their own communications projects.
As a reminder, LG Electronics' first lecture at the State University of Management took place in 2022, the year the company's educational marathon kicked off. To date, more than 300 events have been held as part of this initiative.
Subscribe to the "Our GUU" Telegram channel. Publication date: March 13, 2026.
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