For 12 weeks, mentors from the PR department of the Krasnaya Polyana gambling zone shared with students practical skills in forming a base of journalists, classifying promotion channels, and talked about the formats of mutually beneficial partnerships with the media and new media.
Creative and viral PR became a separate block of the educational course. Under the guidance of communications specialists from the gambling zone, undergraduate students of Advertising and Public Relations collected and analyzed examples of the world's best practices in the field of viral PR. At the next stage, students of the School of Communications developed their own projects, each of which could potentially be implemented in the Krasnaya Polyana gambling zone.
The final of the educational program was the defense of projects. The jury included current employees and heads of the marketing and PR departments of the Krasnaya Polyana gambling zone. Of the 35 projects submitted, the examiners selected a few of the best. The authors of the winning cases received a special prize - an educational and entertainment tour “Gambling Weekend”, which includes flights, accommodation and excursions.
PR Director of the Krasnaya Polyana gambling zone Elina Kushnirenko emphasized that such projects are a mutually beneficial format of interaction for business and the university: “Our team has prepared a special educational course especially for HSE students. Its value lies in its exceptional practical benefits. We have collected a concentrate of real and working tools for students. I would like to note the high creativity and involvement of students. We will definitely take some projects into in-depth study and implement them.”
Let us recall that the first project within the framework of interaction between the gambling zone and the university was carried out in 2023 at the School of Communications and was dedicated to the search and creation of a “blue ocean” - a new market with non-standard marketing solutions in the gambling industry.
The School of Communications of the Creative Faculty of the National Research University Higher School of Economics is No. 1 in the ranking of advertising departments of Russian universities, according to the Association of Communication Agencies of Russia (AKAR).