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Yota Devices: a case study of a successful PR campaign by a Russian IT start-up

Yota Devices, a Russian IT start-up, was able to successfully promote its first smartphone product to customers using public relations (PR) without running traditional advertising campaigns. This research explores what made the company's communication with publics effective. Qualitative content analysis was used to analyze existing data on the company's PR activities. The study assessed usability of the company's websites, effectiveness of communication with prospective buyers in social media, and analyzed the means that were used to communicate product information to mass media. The findings suggest that Yota Devices implemented a symmetric two-way PR approach. Together with an innovative product idea, it helped the company to attract extensive positive coverage from mass media.