INNOVATION IN PR: TINKOFF'S SUCCESSFUL STRATEGIES IN THE DIGITAL AGE

This research paper delves into the dynamic world of public relations (PR) and the innovative strategies employed by Tinkoff, a prominent Russian fintech company, to thrive in the digital age. It provides a contextual backdrop by tracing Tinkoff's journey from its inception, highlighting its evolution into a key player in the financial industry. Crucial to its PR strategy is the “Tinkoff Magazine,” a platform dedicated to demystifying personal finance, investments, business insights, simplifying legal language, and offering financial guidance to the public. The article offers a comprehensive analysis of Tinkoff's multifaceted PR initiatives, shedding light on their profound impact on brand cultivation, customer engagement, and overall business expansion. Emphasis is placed on the pivotal role played by Tinkoff's charismatic founder and CEO, Oleg Tinkov, in shaping the company's PR strategy. The paper explores how Tinkov's personal brand and active involvement in PR campaigns serve as potent tools for establishing authenticity and fostering a deep connection with the target audience. The research also delves into the success of Tinkoff's PR campaigns, including notable collaborations such as the partnership with the Tretyakov Gallery and the impactful “Financial Literacy” project executed in collaboration with the advertising agency “Segmento”. Additionally, the paper investigates the strategic utilization of referral marketing, the dissemination of informative podcasts on YouTube, and the ingenious promotion of financial products through an interactive “Tamagotchi” game. Furthermore, the study highlights the challenges Tinkoff has faced in maintaining transparency and effectively managing crises within the digital landscape. It explores how Tinkoff's adept PR team has skillfully navigated these challenges, secured the company's reputation and reinforced its image as a trustworthy financial institution. In conclusion, this research paper illuminates Tinkoff's innovative PR strategies, which have propelled the company to thrive and excel in the digital era. It underscores the paramount importance of adaptability in the everevolving PR sphere and offers invaluable insights for PR professionals and organizations seeking to establish a strong presence in the digital age.