Custom Publishing at The Moscow Times Conference

Galina Ustinova, director of the Custom Publishing division of the Sanoma Independent Media publishing house, took part in a corporate communications conference hosted by The Moscow Times on Feb. 26.

Industry professionals discussed the most pressing issues in the development of new internal communications tools that will not only affect the company’s operations, but also have a significant impact on external functions such as marketing, public and government communications, recruiting and investor relations. The representatives of more than 40 companies took part in discussions on the role internal communications play in improving business performance and used specific case studies to examine the criteria for evaluating internal communications and their significance in the process of managing changes in the company.

Galina Ustinova shared her experience creating a system of corporate media on different platforms in partnership with leading companies from different industries. The Custom Publishing SIM portfolio includes more than 30 completed internal communications projects that incorporate each company’s communication strategy and its particular target audience. Participants actively shared their opinions and asked questions concerning specific examples of creating internal corporate publications, the work performed by the contractor and publisher and the principles involved in outsourcing editorial work. According to Galina Ustinova, “In working with our customers, 90 percent of our success depends on establishing a dialogue with partners and creating a media product for a clearly defined target audience, as well as knowing the basic characteristics and needs of that audience.”