How do you explain your job to your friends?
This is not an easy task. Usually there is a little understanding of what exactly public relations specialists do – most people think it is the same as advertising, some might know that it involves talking to journalists. But very few really understand that it is complicated work, taking care of the company’s image and reputation by different indirect promotional instruments and using influence on key target audiences and stakeholders. I try to explain to my friends that the ultimate goal of my job is to ensure that the company’s brand is well established and perceived among all these key audiences. Usually it is enough for them to understand.
Olga Kobzareva has been director of corporate communications at Russian multi-national computer security company Kaspersky Lab since April 2008. She is responsible for setting global and regional public relations strategies and enhancing the company’s international communications through effective coordination between the headquarters and regional public realtions teams. She first joined Kaspersky Lab in February 2004 as a corporate communications manager, having previously worked in different Russian and foreign IT companies in the corporate communications field. She graduated from the Moscow State Institute of International Relations (MGIMO) with a degree in public relations.