Astana hosted the 13th International PR Forum Astana, bringing together experts in PR, strategic communications, media, and government relations (GR). The annual conference has become a key platform for discussing the effectiveness of government communications and new industry trends, El.kz reports.

It was organized by the Kazakhstan Press Club / PG Communications with the support of the PR-shy Club and the National Association for Public Relations (NASO).

The forum opened with a plenary session on the role of reputation in government communications. Representatives of the Government’s press service, the National Bank, the Karaganda regional administration, and independent media discussed whether state bodies have a “unified voice” and how effective the dialogue between authorities and the media is.

According to a survey of specialists, 87% believe the priority task is shifting from situational to strategic communications, as well as coordinating messaging among different agencies.

Other challenges highlighted included information “noise” and the need to expand the authority of communications teams in the regions.

A particularly engaging discussion focused on the phenomenon of cancel culture.

Experts noted that in Kazakhstan, cancel culture is becoming a tool for expressing societal values. Using high-profile cases as examples, speakers demonstrated how companies and individuals can face crises and proposed strategies for restoring trust.

The program also covered crisis communications in the financial and social sectors, workshops on career development and stress resilience, and a final facilitated session dedicated to training and certification of PR specialists.

According to Ass Karaulova, the President of the Kazakhstan Press Club, the standardization of the profession is an important step for the industry:

“Today, the communications sector is undergoing profound changes. Digitalization, the introduction of AI tools, the growing importance of reputation, and new social practices require readiness for open dialogue. Implementing professional certification will help establish a unified ethical and professional standard in PR and strengthen trust in the profession.”

The forum reaffirmed that in an era of digitalization and rising public expectations, Kazakhstan’s government communications market is entering a new stage — where reputation, strategic planning, and alignment with international standards come to the forefront.