A potential ban on Telegram in Russia will likely increase negative PR practices and reshape advertising strategies, warns digital expert Kristina Potupchik. Previous attempts to block the messenger have failed, and with few alternative platforms available, brands may shift from direct, branded advertisements to more covert forms of publicity. Potupchik predicts companies will turn to negative campaigns—posting disparaging content about competitors under the guise of native posts or through third-party accounts. 

Currently, Telegram’s advertising market is relatively transparent, with registered channels and tax payments keeping toxic content to a minimum since advertisers prefer positive spaces. However, further restrictions could push brands to invest in black PR to maintain their market presence. The trend is likely to focus on lifestyle and urban news, consistent with current advertiser preferences.

source: telesputnik

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