PR in the field of sustainable development
Comprehensive PR support for a project developed in support of Rosneft’s initiatives in the field of sustainable development within the framework of the program to preserve the biodiversity of the Russian seas and the Arctic zone of Russia.
During the period from October 2019 to October 2020, the CA “Glavniy Sovetnik” carried out communication, information and event support for research and educational programs of PJSC “NK Rosneft” in support of the conservation of biodiversity of the Russian seas and the Arctic zone of Russia.
The PR-campaign developed by the agency was aimed at highlighting the research activities of Rosneft and included more than 35 classic and innovative events using new formats and tools of information support.
In January 2020, in the center of Moscow, an exhibition titled “The Arctic Attraction” was held, for which unique images were collected from the atlas “Russian Arctic. Space. Time. Resources”. The photographs taken during the expeditions show all the biodiversity of the Arctic flora and fauna. The exhibition continues to be popular with Muscovites and guests of the capital and, by decision of the city authorities, has been extended until the spring of 2021.
In the spring of 2020, most of the projects were transferred to the online format. The presentation of the Arctic Biodiversity Conservation Program developed by Rosneft took place on April 24, 2020. 5 participating countries, 20 regions of Russia, as well as media representatives joined the live online discussion.
Since September 2020, a unique online course “Biology of the Black and Azov Seas” has been launched at the site of the Lektorium publishing house. A series of lectures based on the materials of the ecological atlas “Black and Azov Seas” was intended to convey the information about the state of nature of the southern seas of Russia to the widest audience. A team of experts in the field of geology, hydrology and marine biology participated in the development of the training course. The lectures include a unique material with new studies of dolphins, up-to-date data on the state of the ecosystems of the Black and Azov Seas, obtained during research trips. More than 38,500 people visited the course page from September 2020 to December 2020.
On October 13, Sochi hosted a presentation of the Black and Azov Seas atlas. The Atlas consists of 6 thematic chapters and is a valuable scientific publication on physical geography, oceanology, hydrometeorology, ecology, research history, economic potential of the Black and Azov seas and their coastal territories. The publication was prepared by PJSC “NK Rosneft” in collaboration with the non-state development institute “Innopraktika” based on materials worth many years of research
On September 24, they held the presentation of the scientific atlas “Russian Arctic: Space. Time. Resources”, published by PJSC “NK “Rosneft” in collaboration with the company “Innopraktika” based on the results of 30 research expeditions along the entire coast of the Arctic Ocean. The Atlas consists of 15 thematic sections and is a collection of valuable scientific data on physical geography, ecology, research history and economic potential of the Arctic zone of the Russian Federation. More than 140 authors worked on the creation of the atlas: researchers, scientists, cartographers and illustrators. The main goal is to give a wide range of readers a comprehensive understanding of the Arctic, its importance for the development of the country’s economy and maintaining the balance of the global ecosystem. The press wrote about the publication: “five kilograms of pure knowledge”.
As part of the information support of the project, an extensive PR campaign was carried out in the federal and regional electronic and print media.
As a result of the implementation of the projects, 2 press conferences were held; 5 press tours to the regions of the company’s presence: Volno-Nadezhdinsky refinery (Vladivostok), INNOWEEK (Tyumen), Moscow Raceway (Sochi, final stage), “Zvezda” shipbuilding complex (Vladivostok), Moscow Raceway (Moscow); 6 thematic events with the participation of journalists and the expert community.
In November 2020, an Arctic press breakfast was held for journalists of electronic and print media with the participation of specialists from Rosneft and Innopraktika. During the meeting with the press, the specialists spoke about the results of the expeditions carried out in the Arctic. The disclosed information received a wide response on the air of popular radio stations, leading newspapers and Internet media and was greeted with interest by a mass audience. On the basis of original footage made during the Arctic expedition and in the Moscow laboratories of Moscow State University, documentaries were produced and aired on the TV channels “Discovery”, “Russia 24”, as well as special reports on TV channels “Russia 1”, “Russia 24”, “360”.
Work was completed to place information and advertising materials in more than 23 regions of Russia (Moscow, Smolensk, Kaluga, Tula, Nizhny Novgorod, Ryazan, Voronezh, St. Petersburg, Krasnodar, Stavropol, Vladikavkaz, Astrakhan, Volgograd, Saratov, Samara, Perm, Yekaterinburg, Chelyabinsk, Tyumen, Khanty-Mansiysk, Surgut, Neftyugansk, Krasnoyarsk, Irkutsk, Khabarovsk, Vladivostok, Norilsk, etc.). About 2000 groups have been created in social networks and telegram channels.
Another additional tool for popularizing research was the placement of collections of photographs from research expeditions of PJSC “NK Rosneft” on the services of Adme, Yandex.Collections and other specialized resources. Thanks to this, about 200 thousand people were able to familiarize themselves with the materials of the expeditions.
As a result of the information campaign, about 20 thousand publications on the topic were posted in federal and regional media, social media and the blogosphere. The total audience reach was over 20 million people.
The communication project “Rosneft’s Sustainable Development Initiatives”, implemented by the CA “Glavniy Sovetnik”, was recognized as the best communication project of the fuel and energy companies and industry of the national intersectoral award “KonTEKst-2021” in the Best Environmental Project nomination.