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PR in Central Asia: key insights for business

PR in Kazakhstan: the power of relationships and influencers

Kazakhstan’s media market is relatively small and largely commercial, meaning that paid placements remain common. At the same time, personal relationships with journalists and influencers play a decisive role and often make it possible to secure editorial coverage without advertising labels.

Social media platforms such as Instagram, TikTok and Telegram strongly influence the public agenda.

Influencers increasingly rival traditional media in reach and impact, making blogger collaborations, press tours and Telegram partnerships essential PR tools.

The topics that resonate most with local audiences include:

  • finance and fintech,

  • IT and technology,

  • sports,

  • socially sensitive issues,

  • national identity and international success stories.

Central Asia has become one of the most attractive growth regions for Russian and international companies. As business activity in Kazakhstan and Uzbekistan continues to expand, demand for professional and locally grounded PR strategies is rising accordingly.

There are several insights and principles of effective PR in Central Asia stand out.

PR in Uzbekistan: local context and proactive communications

Uzbekistan is developing its own PR ecosystem, shaped by cultural context, language and a proactive approach to communications. Media outlets show strong interest in analytics, research, social initiatives and company-owned media, including Telegram channels, podcasts and expert blogs.

Communications are often conducted in three languages — Uzbek, Russian and English — and local news is frequently evaluated for its potential international relevance.

High-interest topics include:

  • corporate social responsibility and charity,

  • gender equality,

  • digital inequality,

  • personal stories and human-centered narratives.

What unites both markets?

Despite their differences, Kazakhstan and Uzbekistan share one core principle: successful PR depends on trust and personal connections. Tools and budgets alone are not enough — understanding local media dynamics, cultural nuances and building long-term relationships with journalists are critical to sustainable visibility in the region.