MOSCOW: More than a quarter of communicators in Russia hold degrees from outside of the media, marketing, or PR industries, Buman Media’s study into the lives of Russian PR pros revealed.
The survey, conducted with online recruitment company HeadHunter in celebration of Russia’s PR Specialist Day on July 28, showed that more than one in four of the 500 industry participants had degrees in areas such as physics, chemistry, law, philosophy, and art.
A little more than one-third (36%) of the survey participants graduated with a degree in PR, while 16% finished school with journalism degrees, followed by economics (7%), advertising (5%), marketing (5%), and logistics (3%).
Additionally, 25% of PR pros in the study said they dreamed of being a journalist prior to becoming a communicator. Other participants said that, before they got into the PR field, they wanted to be teachers (12%), go into law (10%), be flight attendants (4%), or take on a career in animal training (2%).
One of the reasons Buman decided to launch the survey is because the agency said in a statement that the image of PR pros in Russia is "covered with a veil of secrecy and not always associated with positive stereotypes, even among our colleagues and members of the professional community."
"We wanted to destroy or confirm myths prevailing the PR profession as such," the statement added.
Another highlight from the study is that 13% of Russian comms executives consider themselves party animals, compared to 43% who prefer to read in their spare time. Also, 17% of PR pros in Russia said they do not drink alcohol at all.
When it comes to living in another country, only 6% of participants said they would like to move to the US or Canada, and 4% said they’d like to go to Asia or Australia. More than a quarter of PR pros in the survey said they plan on settling somewhere in Europe.
On a more personal level, the study found that 5% of Russian PR pros would like to date another communications professional, while only 2% would want to date a journalist. However, the majority (55%) of PR execs in the country said that, when choosing a romantic partner, occupation is not important to them.
In May, Michael Maslov, partner at Ketchum and general director of Ketchum Maslov, told PRWeek that while many services are suffering in Russia, some sectors are continuing to grow, such as public and government affairs, strategic consulting, crisis comms, and digital.