Media metamorphosis

With large economic growth, PR in eastern Europe is helping to attract new business

In my own experience as a PR professional who has worked extensively in both Western and Eastern Europe (EE), journalists and PR people in EE countries experience the same passions, feelings and tensions that characterise their relationship in Western Europe and in other parts of the world, only much more intensely. The components of the communication equation are in fact the same but, pushed by an impressive social and economic growth, they interact and evolve at a significantly faster speed than in already-matured societies.

Paolo Casciato

Paolo Casciato has been the Dow public affairs leader for Russia, Eastern Europe, Greece & Turkey since 2006. Prior to that, he served five years as the Dow public affairs leader for the Southern European region, in 2005–2006 he also coordinated Dow European internal communications.