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Seminar on PR promotion in Europe was held in Minsk

The National Centre for Marketing was an information partner of the seminar «PR-promotion in the German and European markets. Opportunities for Belarusian business» which was held on October 5 in Minsk. The event was organized by the international agency mc Group and the communication agency EZERIN’COM (Belarus). Key speaker was Mr. Harald Zulauf, CEO mc Group.

The Ambassador Extraordinary and Plenipotentiary of the Federal Republic of Germany to the Republic of Belarus Mr. Peter Dettmar noted in his welcoming speech that despite the growth in bilateral trade about 75% of Belarusian exports to Germany are raw materials. «In this situation the topic of today's seminar is of great importance. Belarus is an export-oriented country and it needs to integrate into global value chains and therefore pay more attention to promising markets and more actively promote itself there». One of the opportunities for promotion is the creation of enterprises in Europe.


PR Director of EZERIN’COM Andrei Ezerin spoke about the main international trends in PR in his presentation. Today experts in this field should competently use all channels of communication, to respond quickly to everything that is happening around and constantly keep in touch with their audience.

Mr. Harald Zulauf noted that in the EU countries people still do not know enough about Belarus. In such a situation the government is faced with the task of developing a strong national brand under which Belarusian products will be promoted. Enterprises and companies in turn should focus on marketing and disseminating information about itself among European consumers. How to do this CEO mc Group told in his presentation.

Mr. Harald Zulauf explained that since the competition in the European market is very high companies need to constantly remind itself to distributors and consumers. Visiting exhibitions gives good opportunities to make useful acquaintances. Constant monitoring of information and promotional materials will help in time to redistribute resources and abandon inefficient tools.

«Any product can be promoted in any market: it depends on its characteristics in comparison with analogues. Even in the toughest market a company that has produced a great product or service and competently uses marketing tools always has a chance», — Harald Zulauf noted.

An open-ended discussion after the presentation the listeners asked the speakers their questions and discussed the prospects for promoting Belarusian companies on the European market. 

Background information:

mc Group is the largest communications agency in Germany and the third largest German advertising agency. Clients of mc Group include countries and politicians, international organizations, large world companies from various professional fields. Mc Group provides a wide range of services for the formation and promotion of the brand.

EZERIN’COM has been operating in the Belarusian communication market since 2010. In the portfolio of the agency large-scale communication campaigns implemented as for business clients (Samsung, Danon, Сanon, HP, McDonalds), so for international organizations — EU representation in Belarus, UNDP, IOM, EBRD, UNICEF, UNFPA, etc.