OREANDA-NEWS. The XVII International Festival Moscow PR Days, organized by the Russian Public Relations Association and Mikhailov&Partners, took place on the Moscow School of Management SKOLKOVO Campus. Being a producer in the attention economy era: how to tell your story? was chosen as a topic for the most significant PR conference.

The International Festival Moscow PR Days is a major platform for communication and exchange of professional experience among PR practitioners. This year conference has gathered leading experts in PR and related spheres, who have discussed key challenges that the profession faces owing to the attention economy era.

The conference started with a plenary meeting, in which the following experts took part: Francis Fukuyama, futurologist, Paul Brown, producer and director, Nikita Mikhalkov, director, Vyacheslav Murugov, CEO of the STS TV channel, Alexey Volin, Deputy Minister of communications of the Russian Federation, Alexander Lubimov, journalist, Yuliana Slascheva, President at Mikhailov&Partners, and Stanislav Naumov, President of the Russian Public Relations Association. The speakers discussed trust and attention management, ways of creating images in cinema and the balance of western and Russian values.

The day proceeded with the panel discussion New old story: how to respond to the public request. In the course of the discussion Sergei Kapkov, Head of the Moscow Department of culture, told about the plans of the citys development and improvement, Nikolai Fomenko shared is experience of the Marussia project management, the photographer Anton Lange and chief director of First Channel Andrei Boltenko noted the role of visual images in formation of the countrys image as a whole. The discussion was moderated by Margarita Simonyan, editor-in-chief of the Russia Today TV channel.

In the afternoon the conferences guests could participate in one of several round tables dedicated to actual topics and trend in the profession: Landscape of the Russian storytelling, New media vs traditional media, Russian companies in the international information environment, New requirements for the profession , Newsmaker 2013, Political storytelling.