Despite new opportunities created by the exit of international players, competition in the Russian B2B market remains high, and PR practices differ markedly from global standards.

The market changed but foreign expertise is in demand

Import substitution filled some B2B gaps, but Russian companies continue to look for foreign expertise in high-value segments where quality, design and engineering matter.

This includes industrial equipment and engineering systems, enterprise software, complex IT solutions, industrial and product design, R&D and applied innovation, strategic and management consulting.

The Russian media environment has changed significantly. Some media outlets suspended operations or were blocked, access to YouTube is limited, Meta and its products Facebook and Instagram are officially recognized as an extremist organization in Russia and cannot be used for legal business promotion.

For B2B companies, this results in fewer available channels, increased competition for professional audiences, and the need for highly targeted use of industry media and expert-driven formats. Learn more about media in Russia here.

In a climate of sanctions, supply disruptions, and economic uncertainty, corporate buyers have shifted toward long-term partnerships with proven reliability rather.

Decision-makers increasingly prioritize demonstrated expertise, local presence or trusted partnerships, transparent references, and operational stability over broad brand visibility.

Trust matters more than brand awareness

Media landscape has been changed

Successful communications in Russia require strong local B2B expertise and legal awareness. I help international B2B companies build clear, compliant, and strategic communications in the Russian market.

What to consider now before entering the Russian market

How can I help your business

You define your business goals and I translate them into a structured, results-driven strategy

I build win-win relationships with journalists, ensuring free coverages in top federal and industry outlets

Anytype of business texts from blogs, articles, case studies to website content

Managing business-focused events: conferences, business breakfasts, webinars, press & bloggers tours

Designing communication ideas for brands and products — whether you’re launching or looking for a fresh angle in a market

I develop and implement special projects and campaigns (ESG-initiatives, collaboration with bloggers and opinion leaders)

I prepare and implement SMM strategy according to business purposes

Building and developing a professional loyal community for your brand

DHL Express is a leader in the express delivery market, recognised among both Russian and foreign customers

Essity is a leading global hygiene and health company dedicated to improving well-being through products and solutions

Vileda Professional develops and manufactures edge cleaning solutions for professional users in various fields

AB SKF is a Swedish bearing and seal manufacturing company founded in Gothenburg, Sweden

Tork is a brand of Essity. Tork develops, produces and sells Hygiene and business products

ROWI is a Russian fintech platform providing proprietary financial solutions for SME. Part of the T-Business ecosystem

QuSolve is a russian company specializing in software development with the application of mathematical computations

Rosgosstrah Life is one of the largest life insurance companies in Russia, ranked TOP 5 by premium volume

Kontur.Talk is a Russian SaaS & IT service for video conferencing and online communication.

Companies I've been working with

Some cases

Export Services PR Campaign for leading LOGISTIC company DHL Express

Project: PR campaign promoting DHL Express export services
Goal: inform clients that the company continues to operate export shipments

Results:

• 7 expert articles published in федеральные and industry media (Rusbase, New Retail, Retail & Loyalty, Market Media, etc.)

• 5 themed posts in industry Telegram channels

• Coverage focused on export, foreign trade, and e-commerce topics

PR Support at the biggest FINANCIAL russian event for fintech company rowi

Newsjacking & Proactive Media Relations for one of the leaders on the insurance market Rosgosstrah Life

Project: Newsjacking and proactive media outreach for insurance company RGS Life
Goal: increase brand visibility through timely expert commentary.

Results:

• 170+ unique media publications over 7 months

• Coverage in Tier-1 federal, industry, and regional outlets

• Expert commentary and articles on trending and high-interest topics

• Ongoing proactive collaboration with journalists

Project: PR support for fintech company ROWI at FINOPOLIS, one of Russia’s key financial forums organized by the Central Bank
Goal: build relationships with journalists and maximize media exposure

Results:

• In-person meetings with journalists from federal and industry media

• Interviews with the CEO in finance and IT outlets

• Mentions in industry Telegram channels

• Live radio broadcast featuring the CEO on an IT radio show

• Publications in marketing media about ROWI’s art collaboration at FINOPOLIS

• Video interviews with company co-founders

kristina.matsak.pr@gmail.com

+ 39 352 034 9858