Watch the full interview: video with Georgy Lobushkin

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In the new episode of the podcast "Future.children", host Maria Andreeva talks with Georgy Lobushkin, a specialist in PR and marketing, former press secretary of Pavel Durov, and now a partner at the K2 agency. The conversation touches on many topics: from the first steps in the field of communications to how to adapt to the rapid development of technology.

All project podcasts are available at the link: Future.children .

How a career in PR and media began
Georgy admits that his path in communications began by chance. Despite honduras whatsapp number list his interest in journalism, he entered the economics department of St. Petersburg State University, but soon found himself in the press service of Pavel Durov.

"Without experience or special knowledge, I ended up in one of the most dynamic teams in Russia. I had to learn communication skills 'on the job'," recalls Georgy.
This experience allowed him to master working with journalists, planning PR campaigns and understanding how communications impact a company and society.

Key Skills for Working in PR and Marketing
According to Georgy, the main qualities of a specialist in this field are stress resistance and flexibility.

"The job of a PR specialist is one of the most stressful, on par with the professions of a firefighter or an air traffic controller. You need to be prepared to make quick decisions in a tense situation."
Also important:

Hard skills : theoretical knowledge and professional skills.
Soft skills : the ability to adapt, analyze the situation and find non-standard solutions.
PR or Marketing: What's the Difference?
Georgy says one of the main mistakes is the confusion between PR and marketing.

"PR creates meaning, and marketing sells. These are two different things and should not be mixed."
He explains that PR focuses on building a company's reputation, while marketing focuses on attracting customers through advertising.

Myths and Reality of PR
It all depends on PR people . This is a misconception: if a company has no real achievements, no PR will help.
PR and marketing are the same thing . In fact, they are two different areas with unique tasks.
PR specialists are slackers . Working in this field requires a high level of professionalism and dedication.
How to Adapt to Challenges and Cope with Crises
Working in communications is often associated with crisis situations: from data leaks to disruptions in the company's operations.