Ranking of Industry Associations for 9M of 2021 Released

23 November

The Public Affairs Committee of RASO (Russian Public Relations Association), in partnership with the analytical department of CROS, presented "The Influence Landscape", the second study of Russia’s industry and business associations for the first three quarters of 2021.

The study includes a verified TOP 300 register of operating industry and business associations and identifies the most influential of them in 39 sectors of the economy such as tourism, financial services, wholesale and retail trade, insurance and private pension funds, power generation, HoReCa and others.

The researchers have analyzed the industry landscape, identified active associations and created a reliable register of the operating ones, ranking them according to their communication activity in the public field:

  • TOP 50 industry and business associations. Business media
    Ranking of industry and business associations according to their representation in the leading business mass media
  • TOP 50 industry and business associations. Federal media
    Ranking of industry and business associations according to their representation in the leading federal mass media covering a wide range of audiences
  • TOP 50 industry and business associations. Regional media
    Ranking of industry and business associations according to their representation in the leading regional mass media
  • TOP 50 industry and business associations. Chief executives in the media
    Ranking of the heads of industry and business associations according to their representation in the leading business mass media

The first 9 months of 2021 showed that the associations have two effective communication strategies to promote and protect industry interests. The first one implies the development of the relevant media agenda without waiting for any negative signals from regulators. This strategy was used by the organized tourism industry: in 2021, some popular international destinations opened for the Russian tourists (Turkey, Cyprus), while domestic tourism experienced a period of excessively high demand.

The second strategy involves an active dialogue with regulators, allowing to develop solutions and take measures that are necessary for the executive authorities and that protect the interests of the industry represented by the respective association. This strategy was employed by ACORT (The Retail Companies Association) as well as the associations of food producers and agricultural enterprises.

The study showed that a key element of an association’s work is not just being the voice of an industry, but the ability to develop news stories and analytics to protect its officially pronounced and non-public position. If such work is not done and if there is no ongoing agenda and analytics in the media (especially outside the industry media), then at the moment when a regulator or a relevant ministry forms a position that conflicts with the vision of a particular industry, there is no way to convey counterarguments and to show where the authorities’ position may contradict the industry’s interests. Russian metallurgical industry had such a case when it faced criticism for high export earnings and rising prices on the domestic market for metal products used in residential construction.

A number of the analyzed associations had the common problem with opinion leaders that represent them in government bodies. A speaker from one of the companies that is a member of the respective industry association can broadcast in the media the position of the entire industry, despite the interests of other members. A good example of such case is the owner and chairman of the board of Novolipetsk Steel Vladimir Lisin making statements about the metallurgical industry and the rail freight market (in both cases, there was a direct commercial interest of his companies). In a dialogue with executive authorities, it is more effective to have a speaker who is not directly affiliated with any company (it eliminates the risk of a conflict of interest for the officials’ part).

The analysis of the associations’ representation in the federal media reveals the importance of proactive work to promote the industry agenda among wider audiences. Dialogue with authorities is at the forefront for professional mediators and advocates of business interests. However, the opinion of general consumers can play an important role in a period of economic stagnation and decline of personal income, as well as in the years of major elections, such as the State Duma and presidential elections. Certain aspects of the business agenda become part of the politicians’ populist statements (including wages, consumer prices, availability of services, etc.).

The political agenda shapes the nature of the dialogue in the areas where national security comes across the risks for end users of services. The work of RAEC (Russian Association of Electronic Communication) and its head Sergei Plugotarenko is indicative here. This organization was included in the national project on digital literacy, as well as the use of new technologies for the prevention of man-made disasters. Public administration in Russia is often characterized by the attempts to use non-state mechanisms for resolving issues of national importance. In this case, the association and its head take on the function of delivering the information that is significant for the society (the issues of phone scams and personal data safety are in the focus of attention of the Russian president and the government).

Given the economic challenges facing the Russian government, it is important for various associations to develop the practice of cross-sectoral dialogue. The issue of food prices does not concern only the retail industry, but is a complex issue that involves food production, transportation, storage and insurance of risks at every stage of production and logistics. The dialogue eliminates the risks of finding those to blame in the situation of end products’ price fluctuations. The practice of developing a common position on certain issues increases the chance of getting support from the executive authorities.

The list of TOP 50 industry and business associations in terms of communication activity in the business media is dominated by the ones representing tourism, financial services, retail trade, and stock markets.

TOP 10:

  1. Association of Tour Operators of Russia (ATOR)
  2. Association of Banks of Russia (Association "Russia")
  3. Russian Union of Travel Industry (RST)
  4. Retail Companies Association (ACORT)
  5. National Association of Securities Market Participants (NAUFOR)
  6. All-Russian Insurance Association (ARIA)
  7. NP "Market Council" (Nonprofit Partnership Council for Organizing Efficient System of Trading at Wholesale and Retail Electricity and Capacity Market)
  8. Russian Association of Motor Insurers (RAMI)
  9. Federation of Restaurateurs and Hoteliers of Russia (FRiO)
  10. Russian Association of Online Commerce (AKIT)

The list of TOP 50 industry and business associations in terms of representation in the federal media is dominated by the ones representing tourism, construction, financial services and mechanical engineering.

TOP 10:

  1. Association of Tour Operators of Russia (ATOR)
  2. Russian Union of Travel Industry (RST)
  3. Union of Mechanical Engineers of Russia
  4. Association of Banks of Russia (Association "Russia")
  5. NOSTROY – The National Association of Builders
  6. Russian Association of Motor Insurers (RAMI)
  7. Russian Association of Electronic Communication (RAEC)
  8. Retail Companies Association (ACORT)
  9. All-Russian Insurance Association (ARIA)
  10. Federation of Restaurateurs and Hoteliers of Russia (FRiO)

Associations of companies from tourism, mechanical engineering and insurance industries, as well as an association of volunteers were among the leaders in terms of representation in the regional media.

TOP 10:

  1. Association of Tour Operators of Russia (ATOR)
  2. Union of Mechanical Engineers of Russia
  3. Association of Volunteer Centers
  4. Russian Union of Travel Industry (RST)
  5. Russian Association of Motor Insurers (RAMI)
  6. Russian Association of Electronic Communication (RAEC)
  7. NOSTROY – The National Association of Builders
  8. National Union of Hospitality Industry (OCIG)
  9. Federation of Restaurateurs and Hoteliers of Russia (FRiO)
  10. All-Russian Public Environmental Movement "Green Russia" (OEOD "Green Russia")

The Executive Director of the Association of Tour Operators of Russia Maya Lomidze was the most frequently mentioned in the business media head of an industry association. The top ten of the ranking also includes the heads of other federal business associations, including Sergei Yushin, Igor Bukharov and German Zverev.

TOP 10:

  1. M. Lomidze, Executive Director, ATOR
  2. V. Dostov, Council Chairman, Association of eMoney and Remittance
  3. S. Yushin, Head of the Executive Committee, National Meat Association
  4. I. Yurgens, President, ARIA / RAMI / National Union of Liability Insurers (NCCO)
  5. E. Mehdiyev, President, National Association of Professional Collection Agencies (NAPKA)
  6. A. Timofeev, President, NAUFOR
  7. I. Bukharov, President, FRiO
  8. A. Belov, General Director, National Dairy Producers Union (SOYUZMOLOKO)
  9. A. Glushkov, President, NOSTROY
  10. G. Zverev, President, All-Russia Association of Fishing Industry, Businessmen and Exporters (VARPE)

The list of analyzed industries:

  1. Tourism
  2. HoReCa
  3. Timber industry
  4. Fishing industry
  5. Agricultural industry
  6. Food production
  7. Beverage production
  8. Air and space transport
  9. Land and pipeline transport
  10. Manufacturing of machinery and equipment
  11. Power generation
  12. Construction
  13. Real estate
  14. Housing and communal services, facility management, cleaning
  15. Oil and gas industry
  16. Metals and mining
  17. Metallurgy
  18. Chemical production
  19. Light industry, production of consumer goods
  20. Pharmaceutical industry
  21. Medical services
  22. Wholesale and retail trade
  23. Ecology, recycling, waste management
  24. Financial services
  25. Insurance, non-state pension funds
  26. Investments
  27. Consulting, appraisal services
  28. Professional, scientific and technical activities
  29. IT
  30. Advertising, marketing, PR, GR
  31. Communication, mass media, media communications
  32. Creative industries, entertainment industry
  33. Management of copyright and related rights
  34. Education, enlightenment
  35. Sports, beauty industry
  36. Labor market, HR
  37. Management
  38. Charity, CSR
  39. Intersectoral and general business associations