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​Strategic communications of “Metafrax Group” presented the best practices in the industry

​Strategic communications of “Metafrax Group” presented the best practices in the industry

Experts of the strategic communications department of “Metafrax Group” were speakers at the “Silver threads” Interregional Forum of Corporate Media.

The “Silver threads – Prikamye and Urals” interregional forum of corporate media took place in Chelyabinsk on 23-25 of August. “Metafrax Group” acted as a partner of the event. Speakers of the forum key events were Director for Strategic Communications of “Metafrax Group” Mariya Konovalova and her deputy Sergey Kulikov.

“Silver threads” – is the event during which the leading Russian corporate communication specialists share experience and discuss professional questions. The work of forum participants was organized in the format of master classes and webinars, the topics of which were aimed at the discussion of corporate communications’ ecosystem: forming-up of processes in the crisis conditions, creation of personal brand, international PR. In addition, each person could have visited the virtual exhibition of corporate resources of more than 60 companies from 8 regions.

Mariya Konovalova acted as an expert at the forum plenary discussion – “Corporate communications’ ecosystem: self-identification, personnel, sanction risks, “tender points” and directions of development”. Interaction and integration of business, higher education’ institutions and government authorities as the corporate communication principle, work of press services of state structures in the media space were in the focus of discussion. Besides, there were discussions of corporate communications as a tool to form the region brand, possibilities of corporate communications in a new reality, information transparency, information responsibility.

Also, Mariya Konovalova was the moderator of the “Geo-branding as an efficient tool of positioning of the company and region of presence” round table.

Sergey Kulikov participated in the practical part of the forum – he acted as an expert in a series of master classes for industry specialists. Master classes were dedicated to building of the strategic communications’ convergent team in conditions of crisis and uncertainty, personal brand of team leader, organizing and promoting of international business projects in Russian and foreign media in the current geopolitical reality, adapting of corporate media to this reality.

- Silver threads – our long-time partner, it was a pleasure to me to be involved once again in their industry events. Active feedback was provided in relation to the topic of convergent team – it is true that the leader’ strength is driven by the team. Integration of students into the event is important: 4 teams of the leading higher education’ institutions of Urals took part in the media hackathon, they were solving case studies given by the industrial customers. Discussion of geo-branding in the year of 300 anniversary of Perm was also relevant, - Mariya Konovalova informed.


Silver threads – annual National competition of the corporate media, held under the slogan “Information. The thing that connects us”.

“Metafrax Group” actively participates in the competition organized by the business- and media community. Thus, for example, in 2021 “Metafrax Group” received an award for the high level of corporate tasks’ resolving, and in 2020 – “Metafrax Group” became a winner in the category “Best quality and diversity of the content provided”.

1500 corporate media companies and organizations of the federal and regional level, 250 companies from 50 cities of Russia and CIS (Commonwealth of Independent States) had become participants of “Silver thread” National and Industry competitions of corporate media. Each year approximately 150 media projects take part in “Silver thread” National competitions.