Exploring the Unique PR Landscape of Central Asia: Insights from Uzbekistan, Kazakhstan and beyond - book review

PR in Central Asia: How to avoid common mistakes and succeed in these distinctive markets. A book review with valuable insights and interesting PR-cases. Perfect for PR professionals, entrepreneurs, and anyone interested in the basic principles of work in Central Asia

Kazakhstan

* PR = marketing = advertising

SMEs often confuse PR, marketing, and advertising, and prioritize short-term financial returns over long-term communication strategies, leading them to choose agencies over in-house PR.

* Pitching is the secret to success.

Many newsrooms survive on paid publications, and while the media is commercialized, a competent PR person who presents their info point effectively may still be accepted for free publication. Competently packed info modals and press releases that facilitate the journalist's work increase the chance of getting into Kazakh mass media. Therefore, it's important to master the basics of pitching and working with mass media.

* Regional specifics.

PR specialists should consider the peculiarities of different regions in Kazakhstan such as the mentality, pace of life, and methods of getting information. In the West of Kazakhstan, long forms are not preferred and the media is reluctant to take comments from representatives of companies. By contrast, in Almaty, journalists love quotes from representatives of brands, organizers, and speakers.

* Bilingual communication.

For better communication with Kazakh media, preparing versions of press releases in Kazakh and Russian is recommended. This shows respect to the editorial office and makes the work of their staff easier, as the material will not need to be translated.

* Social media - a second media

Social networks are as trusted as traditional media in Kazakhstan. A single post on Facebook can cause a strong reaction from the public or encourage local authorities to take action. The most popular social networks in Kazakhstan are Facebook, Instagram, and TikTok.

Kyrgyzstan

* Paid publications and "blocking"

In Kyrgyzstan, paying for the placement of materials is common practice. The mention of a brand is enough for editors to insist on placing it for a fee. This is especially true for bigger companies with large budgets, where the name of the brand in an article is equivalent to advertising. The "blocking" service is also popular, which ensures that no negative content is published about a brand or person during a specific period.

* Comprehensive promotion by contractors.

Kyrgyzstan has numerous agencies that offer marketing, internet promotion, advertising, and event management services. PR is typically an add-on service and hasn't yet become an independent corporate offering. This means that if you are searching for a PR contractor, you may struggle to find one. To select a contractor, you must explore all marketing-related options.

* Low credibility of the profession.

Expect to counteract the idea that a PR professional's role is limited to sending out press releases. PR practitioners must articulate the business case for strategic communication to work effectively with clients.

* Language.

In Kyrgyzstan, being fluent in Kyrgyz as well as in Russian is highly valued as 78% of the population receives information in Kyrgyz. Official information is required to be provided in both languages.

* Digitalization

Kyrgyzstan's communication market is rapidly digitalizing, with social networks developing and becoming a significant source of information alongside traditional media.

Uzbekistan

* PR for government agencies

Uzbekistan's PR and communications market is still in its early stages, with businesses being the first to recognize its value. However, PR is just starting to develop within government agencies. International organizations and foundations are also actively testing various communication tools in Uzbekistan.

* PR specialists are jack of all trades.

Communication specialists in Uzbekistan, as a rule, combine work in different directions: PR, marketing, advertising, and SMM.

* The most readable media outlets are in Uzbek

In Uzbekistan, there are 1,500 registered media outlets and 400 websites, including 30 news websites. As most of the population consumes information in Uzbek, it is crucial to create effective content and communications for local promotion. Uzbek websites are visited 20 times more often than Russian websites.

* Difficulties in working with media

Historically, companies and brands paid for their publications to be placed in the media. Despite the quality and importance of the content, media outlets expected payment for placement. However, PR specialists have been working systematically to change this trend. By building relationships with journalists, free media placements can be achieved, gradually increasing the value of this channel for businesses.

* Working with aksakals ( aka tribal elders) and local communities

Respect for elders is deeply ingrained in Uzbekistan's traditional culture. If an aksakal says, "this is a good product," young people will listen. In the regions, this tradition is particularly strong, making regional PR more effective than messages from Tashkent.

Tajikistan

* The PR industry in the country is in its infancy

Before 2013, PR was mainly used in government agencies, limiting the role of PR specialists to press secretaries. Later, telecom companies and international nonprofits began utilizing PR. However, there are no professional PR communities in the country except for Facebook groups where information on SMM, PR, and digital is shared. Agencies offering PR services often only write and place press releases for a fee, blurring the lines between advertising and PR.

* Earned PR tends to zero

In Tajikistan, getting brands on the media agenda is challenging due to the lack of specialized media. Media outlets prioritize profit, requesting payment for practically any publication. State media is restricted by censorship, and independent media are in survival mode. International media outlets only choose topics of interest. Placing an info point for free would require a lot of effort from the PR person in each of these cases.

Mongolia

* Emphasis on digital

Brands and agencies in Mongolia are rapidly transitioning to digital, with a focus on advertising, market research, and SMM.

* PR = advertising

Mongolian PR is mainly done through purchasing advertising space for paid articles, with long-term contracts being common. Media buying agencies handle placement, while marketing agencies manage strategy and reporting.

* Language mix.

Most of the population speaks Mongolian. People over 40 - 45 years old may communicate with you in Russian, but this is more out of respect. English is actively used by young people in the digital sphere: learning how social networks work, app instructions, and finding information from primary sources.

* National specifics.

Most Mongolians speak Mongolian, and older people may communicate in Russian as a sign of respect. English is commonly used among young people for digital communication and research.

* Publications on social responsibility.

Corporate social responsibility is one of the interesting topics for the media. Companies publish commercial news for money, but good deeds may be covered for free. So one way to get free coverage is to tie the news item to a social issue.

Corporate social responsibility is a media-friendly topic that can get you free coverage by tying your news to a social issue.

* Rumor Management.

PR managers in Central Asia benefit from the fact that industry specialists tend to know each other in each country, which can be advantageous in terms of recommendations, contacts, and relationships.

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I recommend studying the book "PR Asian way" by Olesya Kolesnichenko to understand the market and find what works for your business. It is only available in Russian so far but I hope you could have it in English soon. Keep in mind that the book is not the only truth, I hope you could find your own way.