Architecture of a profession of a communicator 1994-202X

18.02.2023 The long-awaited meeting with representatives of mass media, a public, government, economic and business community, professionals in the field of education and the famous cultural figures and arts took place in the Moscow house to the book on the New Arbat where Tatyana Shakhnes, the senior director of public relations and to ESG projects of LG Electronics presented the book "Given Rise with the Industry".

For the author, the 30th year working in LG, PR — it is more than a profession, this life long travel. About it the second edition of the book "Given Rise with the Industry", narrating about architecture of a profession 1994 - 202X. It is the fascinating story about evolution of communication projects, about starts of new brands, advance of a subject of good and volunteering, importance of analytics, work with leaders of opinions, interaction with the younger generation. Tatyana suggests all of us to become a researcher and to look how the 30-year period changed and constantly the communication landscape and as relevant trends are formed gained new lines. The main thing — to go forward and to trust the intuition!

More than 150 people among whom there are Kravchenko Denis Borisovich, the Deputy of the State Duma, the First Deputy Chairman of the State Duma Committee on economic policy, the responsible secretary of Bureau of Supreme council of the party United Russia, Elena Leonidovna Nikolaeva, the chairman of Commission for Town Planning, State Property and Land Management of the Moscow City Duma, the head of the continuous deputy association "My Moscow", Yulia Baranovskaya, the TV and radio host, the public figure, Igor Chapurin, the glorified fashion designer, the Honored artist of the Russian Federation and also Ekaterina Odintsova, the founder of the PR Trend agency, the leader, the blogger and the writer participated in an action and discussion of the book. The president of LG Electronics in Russia and the CIS countries MR. Ro and colleagues also attended the presentation, discussing as far as communications, marketing, sociology are important for brand DNA.

Working in LG since 1994, the author considers transformation of communications through the experience and in detail studies questions of start of new projects, relevance of collaborations, various aspects of cooperation with publishing houses, journalists, designers together with readers. Tatyana argues on importance of the industry not only in terms of exclusively profession, namely relevance of communication tools in a large number of spheres, as for not only technologies or the creative industries, and covers all layers of society. Ability to speak one language, search of the values capable to unite society – all this moves very positively through extensive experience of the author.

Separate important aspect, the real power source for Tatyana are travel. Them our heroine considers as inspiration and further disclosure of potential for many the working people. The book is written in easy language and intended as for young people who want to connect the life with such most interesting sphere as public relations and for those who would like to consider the experience in PR or to expand use of various tools, the public relations cover a set of the industries.

The author is recognized authority on the field of public relations and volunteering what Philipp Kotler's award, a rank "Media Manager of Russia 2007/2018", the international award of RBC "the Person of Year" testifies to. Tatyana takes very high places in the ratings of directors of communications AMR (Association of Managers of Russia) and AKMP TOP-COMM. The author who is three times the champion of Russia for sotsproyekta it is awarded with a difference medal "Mercy" of the Russian Ministry of Health and the medal "For Assistance to the Donor Movement" of FMBA of Russia.

Together with the leader Tatyana discussed such subjects as the brightest events described in the book, need of continuous updating of the company at the level of DNA, ability to develop storytelling as the most effective stories going with all the heart at the presentation. Today very relevant questions of comparison of competences till a digital era and ability to be transformed sound, without having lost very important qualities of "work on the earth" even being the top manager. The conversation affected importance of a mission of good deeds and empathy, ability to hear and understand youth, in time to become mentors as one more important component of a mission of a brand, ability to become directors of sociocultural events, studying a huge number of adjacent professions.


As the epigraph the author addresses Oksar Uald: "Life gives to the person at best the one and only unique moment, and happiness secret in that this moment repeated as often as possible." For Tatyana her profession is and there is a life long travel, really happy realization.

Professionals in the field of communications, the guru in media the industries, stars and public figures so characterized activity and the book by Tatyana:

Anna Anatolyevna Kostikova, the research supervisor of the "Advertising and Public Relations" direction of Lomonosov Moscow State University at philosophical faculty, the manager of department of philosophy of language and communication:

"Management of public relations has a person - it is a beautiful face of Tatyana Shakhnes, expert of the highest qualification and vastest experience of creation and development of domestic public relations. Public relations performed by Tatyana — clever, live and sincere — it for people and with people who become friends and adherents as well as has to be in public relations, and about it already the second book."

Yulia Baranovskaya, TV and radio host, public figure
Author's transfers, journalism and public relations are made related by ability to tell stories. Stories which touch impress, leave a mark in memory and inspire on worthy acts. The book by Tatyana — about unique projects in the field of volunteering in which I actively take part, about communication with youth and recognized leaders of opinions, how to make any circumstances a starting point for new opportunities.

Egor Andreevich Konchalovsky, film director, screenwriter, producer
I know Tatyana for a long time, but the fact that, working in advertizing and having only got acquainted with it is surprising, I really understood what it is the real, friendly, humanitarian PR. I am happy to acquaintance and I consider that it one of the best experts in our country in this area besides that it surprisingly warm, kind, humane, friendly person".

Valery Georgiyevich Karpin, Head coach of Russian national team and FC Rostov
"The book Tatyana about dedication and to passion in work. It yields good results — both in sport, and in any other business. Moreover, the huge respect of the author for sport, understanding of an essence of a game and psychology of athletes does communication stories really interesting".

The announcement of the book passes on large-format screens of Moscow of the federal operator of digital outdoor advertizing of MAER media holding and also screens of the taxi which the company started in Moscow with total number of visual contacts more than 50 million.