Moscow communications forum approves PR industry’s first code of practice amid $32.6bn market valuation

Representatives of the public relations (PR) sector approved the industry’s first code of practice for good-faith interaction between clients and service providers at the 2nd International Forum “Strategic Communications. Ideas & Insights” in Moscow.

The document, which contains a list of best practices for responsible clients to use as guidelines in decision-making and dispute resolution, was approved by industry associations and the Advisory Council of the Association of Communications Consultancies (AKOS), comprising 30 heads of communications departments in large companies and federal government bodies.

The forum, held at the Digital Business Space, featured plenary panels focusing on the development of a communications market valued at $32.6 billion by the end of 2025. Organised by AKOS, the event highlighted the role of communication technologies in business and public administration in strengthening state sovereignty.

It brought together around 700 participants from more than 50 Russian regions and other countries, featuring 120 speakers from Russia, Argentina, Brazil, India, China, and Uzbekistan, alongside experts from BRICS and the Shanghai Cooperation Organisation (SCO). The TV BRICS International Media Network acted as the event’s international media partner.

“This year, almost twice as many delegates attended our event, which shows that we are on the right track. From the very beginning, we have focused on cooperation with state institutions, which allows us to raise the issues facing the communications sector to the highest possible level. We hope that our platform is gradually developing its own distinctive character, setting it apart from other events through the depth of its expertise, the ambition of its objectives, and its focus on the future development of the industry,” AKOS Chairman Andrey Lapshov said.

The forum’s programme included discussions on creating and promoting Russian brands using 10 real-life case studies, and building trust between countries through communications. Seven thematic expert discussions covered artificial intelligence and neuro-PR, media, creative products in the communications industries, the new role of internal communications, communications research, the personal brand of business leaders, and crisis communication technologies.

Several experimental formats were introduced, including an international teleconference titled “Codes and Constructors of National Brands”, where experts discussed what makes countries understandable and trustworthy to external partners. Tatyana Kocherova, Head of International Projects at TV BRICS, noted during the teleconference that when communicating with an audience, it is important to speak their language and adapt to the cultural and social context.

“Humanitarian projects represent a separate dimension, bringing history into the realm of living human interaction. TV BRICS pays particular attention to this area in its work. One key example is the BRICS+ Information and Cultural Media Centre, established at the M. I. Rudomino All-Russia State Library for Foreign Literature in Moscow,” Kocherova said. “This is a space where professional and public dialogue takes place not in the format of official negotiations but through culture, knowledge and lively interaction – precisely what forges lasting ties between countries.”

Kocherova emphasised that publishing content through partner media outlets provides access to an audience that often does not engage directly with foreign news sources. Consequently, information about the projects, initiatives, and achievements of the BRICS countries reaches the end user via familiar and authoritative communication channels, significantly increasing trust and reception effectiveness.

The forum also hosted its first creative pitch session for communications agencies, media and book lounges, a youth programme, and masterclasses. An open industry meeting was attended by the leadership of key Russian communications associations, alongside an all-Russian seminar for press officers and PR specialists responsible for providing media coverage of the creative industries across Russia’s regions.

“At the event, we addressed a number of systemic issues. Experts from more than 50 regions were able to exchange best practices and develop a unified approach to the communication and promotion of the creative economy,” Russia’s Deputy Minister of Economic Development Tatyana Ilyushnikova said.

Alongside the code of practice, AKOS and its partners prepared additional expert resources for the market, including research, guides, and recommendations.

The forum reflects and supports an international trend that is radically changing attitudes towards communications. For the second consecutive year, it was held with the support of the Russian Ministry of Economic Development, the Russian Ministry of Foreign Affairs, and the Expert Council for the Development of the Creative Economy under the Russian State Duma’s Committee on Economic Policy.

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