On 2 June 2026, the conference centre of the Association of European Businesses (AEB) hosted a joint open event of the AEB Public Relations and Communications Committee and the AEB Assessment, Training and Development Sub-Committee of the AEB HR Committee entitled “The profession of public relations and communications specialist: current trends.”

In her welcome address, Marina Tatarskaya, Chair of the AEB Public Relations and Communications Committee, underlined the importance of the topic for AEB member companies and stressed that staff development, work with young professionals and the advancement of modern communication competencies are becoming critical for business resilience in a highly volatile environment.

Olga Peskova, Professor at the Faculty of Creative Industries at the National Research University Higher School of Economics, delivered a presentation on “Where and what are communication specialists taught today? Key educational trends.”

Olga Peskova outlined the main educational trends in the training of communication professionals and emphasised the importance of combining academic theory with practical, project-based learning.

The second presentation, “Specifics of working with different generations: how to find the right approach,” was given by Ekaterina Strizhova, Chair of the AEB Assessment, Training and Development Sub-Committee, Academic Director of the Professional Doctorate Programme at HSE University, and practising strategic management consultant.

Ekaterina Strizhova spoke about the specifics of working with different generations in companies and about building effective interaction with young professionals.

Irina Belogurova, a public relations and communications expert with extensive corporate experience, delivered a presentation on “A model for assessing behavioural reactions and communication styles: how to use it and work effectively.”

Irina Belogurova introduced participants to a model for assessing behavioural styles in communication and demonstrated how it can be used to enhance the effectiveness of business communication.

The event concluded with a Q&A session.

AEB will continue to develop formats that bring together the expertise of business, academia and market practitioners to discuss key trends in public relations and communications.