PR in Real Time. How to Manage Perception and Trust When Reality is Unstable

A practical guide to protecting business reputation in conditions of uncertainty. Fake news, new laws, neural networks, and endless crises have turned the work of a PR professional into walking through a minefield. This book by a practicing PR director, based on fresh research and case studies, shows how to maintain control over the brand, meanings, and one's own career when the whole world is in turmoil.

How to manage business reputation when the rules of the game change every minute, and a local news story can turn into a reputational scandal in just a few hours? How to use the speed and openness of information to benefit the business? For example, to build a personal brand that strengthens the company's position or to respond in time to fluctuations in public opinion.

Mikhail Umarov, a practicing PR director with 30 years of experience, provides practical tools that will help maintain control over the brand, meanings, and one's own career. Inside the book:

Anti-crisis algorithms: step-by-step instructions on how to pull a company out of a reputational crisis

Artificial intelligence in PR: how neural networks are changing everyday work and why they won't be able to replace you

Market research: key insights about Russian communications from the agency Comunica

Skills of the future: which competencies will be valued in the coming years

The communication market in 2030: how PR will change by the end of the decade

Whether you are taking your first steps in the profession or are an experienced brand manager, this book will help you gain confidence and become a specialist whom others trust to manage the future.