Elena Maksimova, head of the public relations department of the Kremlin School of Equestrian Art
In the first issue of 2025, we will talk about appealing to cultural heritage in PR, about which communication channels are effective even if there are no advertising budgets, and about whether a PR manager of a riding school needs to know how to ride a horse.
Elena Maksimova
Head of Public Relations Department of the Kremlin School of Equestrian Arts.
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What historical and cultural traditions do you refer to in your PR campaigns?
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There are many traditions associated with horses in honduras mobile database Russian culture, so newsworthy events are literally all around us.
Firstly, we are located in a historical place – in the livestock complex at VDNKh. It was built in 1953-1954 in the style of cattle and horse yards of Russian estates of the 18th-19th centuries. We have preserved the legacy of the Soviet Union, and today here you can get acquainted with national horse breeds and see an equestrian theater and performances by riders of the Kremlin Riding School, who demonstrate trick riding.
In general, all our activities are aimed at reviving the national traditions of horse riding as a component of our country's culture. Therefore, in our work we often turn to historical events and traditions. For example, our Demonstration Stables host excursions: there we show such breeds as the Orlov Trotter, Russian Saddlebred, Budyonnovsk, Mezen, etc. We have an interactive exhibition, the Horse Museum: it features digital copies of paintings from the Tretyakov Gallery featuring horses in the plot, for example, the famous "Horsewoman" by Karl Bryullov, "Bathing of the Red Horse" by Kuzma Petrov-Vodkin, etc.
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What tools and communication channels do you use to promote school projects?
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We closely cooperate with federal and regional media. Our topic is always labeled as a "positive news item", so our PR coverage is more than 128 million (according to SCAN-Interfax). Of course, we work a lot with our social networks, and they are replenished with people who share our values every season. In addition, we actively cooperate with the social media of our partners at VDNKh, city information channels, etc.
Cross-promotions usually produce good results, for example, cross-draws, in which we offer tickets to our equestrian theater, the Horse Museum and the Demonstration Stable as a prize. We also participate in various awards, exhibitions and specialized conferences – and this is also an excellent channel of communication with the audience.
Working with ambassadors is an area of our development. Many famous people are involved in equestrian sports and are not indifferent to the fate of horses. Therefore, many bloggers come to our events and post about us.
We don't have advertising budgets. We just go, get acquainted and together figure out how we can collaborate in one direction or another.