ITCOMMS is a PR agency founded by Alexander Likhtman, offering a range of services in the field of public relations. Likhtman emphasizes the importance of both classic and modern PR techniques in staying ahead of the curve. While new trends and digital tools are essential in today's PR landscape, knowing and mastering the fundamentals is crucial.

Leveraging classic PR tools, such as news hooks and event organization, allows for successful implementation of innovative techniques, like artificial intelligence campaigns. ITCOMMS adopts a social first approach, recognizing the significance of social media in PR strategies. The agency utilizes digital instruments, including analytics tools and 360 campaigns, to effectively distribute and create information.

They also emphasize the need for PR to be closely aligned with the product or company it represents. In Uzbekistan, PR practices combine both classic and trendy approaches. Press releases and media relationships remain important, while CSR integration and brand ambassadorship are growing trends.

Podcasts and specialized media channels are gaining prominence, and events play a significant role in the PR landscape. Looking to the future, Likhtman predicts that PR will focus on data-driven approaches, audience segmentation, and tailored communications. As the world becomes increasingly digitized, PR professionals will have more insights into their target audience, enabling more effective and personalized PR campaigns.

Data and analytics will become ubiquitous in the PR industry, enabling practitioners to achieve even better results