PR&content_Zazhelezo

Role

Communications Strategist | Copywriter | Project Manager
Challenge

Troika-Dialogue was building the largest data center in central Moscow—a project that required an innovative PR approach to attract the attention of the professional community and the media. Traditional press releases and publications no longer generated a wow effect, so a format was needed that would make the story engaging and compelling.
Solution
- Developed the communications strategy for the “Za Zhelezo” project—one of the first cases of using blogs (LiveJournal) as a PR platform in Russia.
- Selected the “Behind the Glass” format: professional journalists covered the data center construction process in real time.
- Created promotional materials, article texts, press kits, and media communications for the press.
- Organized a press conference and developed news hooks for ongoing coverage in industry publications.
Results
- Implemented one of the first PR projects in Russia leveraging blogs as a communications tool.
- The “Za Zhelezo” project shortlisted for the 2007 “Silver Archer” PR Award.
- The agency added digital communications to its service portfolio, enabling the expansion of its client base.
Business impact
- For Troika-Dialogue, the project became an innovative demonstration of openness and technological leadership.
- The company drew attention to the data center construction as a market breakthrough.
- The agency cemented its status as an innovator in digital PR.
Links

Case article_Sostav №1
Case article_Sostav №2