Born with the Industry. Tatyana Shakhes. 2nd Edition.

“PR is more than a profession; it’s a lifelong journey. This is exactly what my book ‘Born with the Industry’ is about, narrating the architecture of the profession from 1994 to 202X. It’s an exciting story about the evolution of communication projects, the launch of new brands, promoting good causes and volunteering, the importance of analytics, working with opinion leaders, and engaging with the younger generation. Let’s become explorers together and see how the communication landscape has changed and constantly acquired new traits over the 30-year period, and how current trends are formed. The main thing is to move forward and trust your intuition! Yours, Tatyana Shakhes, Senior PR/ESG Director at LG Electronics in Russia.” “The common thread between authorial transmissions, journalism, and public relations is the ability to tell stories. Stories that touch, leave a mark in memory, and inspire worthy deeds. Tatyana’s book is about unique volunteer projects in which I participate, about communication with youth and recognized opinion leaders, about how to make any circumstances a starting point for new opportunities.” — Yulia Baranovskaya, TV and radio host, public figure “Having met Tatyana, I truly understood what friendly, humanitarian PR is. It’s the events she organizes related to donation, the surprisingly friendly atmosphere at her events that one wants to be a part of, and special attention to the youth! The author is academically advanced, for the relatively new science of PR in Russia emerged in parallel with how Tatyana mastered it, and later set the tone in this field. I am happy to have met her and believe she is one of the best specialists in our country, as well as a person with whom it is very pleasant to communicate, and I hope this friendship continues, filled with very bright events.” — Yegor Andreyevich Konchalovsky, film director, screenwriter, producer “Tatyana’s book is about dedication to one’s work and enthusiasm in the job. This is what brings high results both in sports and in any other endeavor. In the }