Practitioners in Russia's provinces: Affectionate and unpredictable

Using in-depth interviews and focus groups with 34 Russian regional PR managers, this longitudinal study examines their perceptions of the specifics of provincial public relations. It appeared that the degree of economic development impacts public relations practices in Russian regions. Compared to donor-regions, public relations practitioners in recipient-regions more likely perceive PR as an artistic and spontaneous activity. Moreover, residents in recipient-regions still associate public relations with past electoral campaigns, while businesses see public relations as subordinated to advertising and marketing.

► This study examines Russian public relations practitioners’ perceptions of the specifics of provincial public relations.
► The degree of economic advancement of a national subunit affects the development and conceptualization of public relations practices in the region.
► Public relations practitioners in economically depressed regions tend to perceive the occupation as an art of political influence.
► Provincial businesses associate public relations with politics and elections, rather than with an activity that contributes to the company's bottom line.