MSMedia main services are: research, media relations, crisis communication, courses/trainings, strategic communication, socio- political public relations (lobbying) and marketing communication

Creation of content

Everything starts from word. We help to create content for the press, social media, internet, corporate video, advertising campaign, presentation as well as strategic plan. Many can create technical solutions and copy the available data. Few can create content in line with the context;

Rental service of a communication manager

Instead of worrying over constantly increasing operating costs, you can outsource strategic communication service. This will ensure instant benefit and saving;

Researches (focus groups, in-depth interviews, questionnaires)

Researches help to understand the present situation and plan further activities. Correctly targeted investment means saving in the future;

Assessment and analysis

People tend to forget that any activity should have expected impact. We have a sufficient toolbox to help the clients to develop measuring systems and key indicators enabling to assess efficiency of communication activities;

Planning from problem to solutions

Plan enables later assessment and measurement of results. This motivates us to achieve even better results;

Realisation and consultation

In order to ensure the best result, the client may not be neglected. We are happy to be responsible for realisation of activities with high quality;


Our trainings have rather practical character and their objective is to improve communication skills of the client in the management as well as in the entire organisation;


Any organisation may need to stop for a moment, in order to assess their social capital inside the organisation, among main partners, clients and in the public as a whole.

Combined use of research methods will provide the best answers. The portfolio of our consultants includes the experience of internal as well as external communication audits from most different fields. For example, focus groups and in-depth interviews provide quick overview of the satisfaction of the clients with your products and services, along with the reasons, why they are not satisfied with some aspect. An outsourced consultation company will help to get fair answers and immediate professional support for the solution of problems. For example quantitative research can measure communication barriers among target groups.

Examples: target group researches of the advertising campaigns of Child Helpline Service of the Ministry of Social Affairs, package research of Saku Brewery, preliminary researches for the creation of communication strategy for the Environmental Board. In case of all examples the major aspects were determination of research problem, setting of main research questions, drafting of research plan, conduction of research, develop of research tool, thorough analysis and drafting of report with recommendations for actual realisation.

—» Child helpline surveys and impact on strategy 2010-2014, PDF


Precondition for proper treatment is good diagnostics, but this is not enough. Also, a reasonable plan is needed for preservation of former positive situation and transfer weaknesses into strengths.

We have the experience, how to formulate the problems after researches and find the best solutions in cooperation with you.

At the end of the process a plan will be completed, which realisation will lift the quality of internal and external communication of the organisation on a new level.

Example: communication strategy of the Environmental Board, where the following was used: secondary analysis of former researches, two focus group researches (with representatives of internal and external target groups), seminar on formulation of problems, seminar on formulation of strategic goals and writing of communication strategy; furthermore constant reporting and consultation with the client also took place.

Immediate intervention

Not depending on the situation, we are ready for immediate intervention and help, using our best knowledge and contacts.

For this purpose we can offer quick action in a crisis situation, media relations, marketing activities, printed matter, organisation of events, creation of the content for social media and web pages, social political public relations (lobbying), practical training, strategic communication and other communication management activities.

To make the relations of your organisation beneficial, our main objective is rather prevention, but if a problem already exists, we help to mitigate it. After our intervention you can continue with your own resources and improved toolbox or order from us rental service of communications manager. Purchase of the rental service of communications manager will bring instant benefit. You pay only for the necessary activities, there are no constant salary, tax, office and administrative costs. The client will get reports with clear overview of the completed work and calculations before starting new activity. Our main working languages are Estonian, Russian and English.

Example: Year-long contract for the rental of a communications manager, which can be agreed upon to include PR services, marketing and/or media relations activities, management consultation, media monitoring, researches (internal and external communication audit, different qualitative and quantitative researches), trainings, support in preparation and conduction of events important for the organisation, readiness for crisis communication and media inquiries, assistance in formulation of problems and relevant setting of strategic goals by MSMedia.


Why communication solutions and what does it mean in practice?

According to our definition, communication is mainly serving the creation of common meaning. Our messages, wishes and feedback will reach the recipient only if we understand and trust each other. Therefore the creation of communication solutions is not only issuing of message and setting the target, but the achievement of actual results will depend on the experience and comprehension skill of the consultant. Our good colleague Raivo Palmaru has said: „All living creatures, including humans, are anything else than passive. People themselves and their deeds are not only caused by the environment and they do not react blindly to its changes. /—-/ An individual or a social system determines itself adaptation of the individual or social system. We are not wooden puppets on a stage of life, moved by ropes coming from the environment, and our cognitive apparatus is not a passive organ, which gets information from outside and reacts always correspondingly. /—-/ Social is not some set of people (Rousseau), activities (Mead and Parsons) or relations (Marx), but a communication system (Luhmann). This explains promptly the central role of communication in the society and possibilities of communication science as the tool for explanation and solution of problems.” In practice this means that we should not just produce (for example) press releases mechanically, but think of the impact of the entire communication work and preliminary attitude of target groups.

Why attention economy and what does it mean in practice?

Here I have been guided by the ideas of David Nordfors, who is convinced that without gaining attention it is not possible to start creating a common meaning space. Without attention, communication has no sense. In the opinion of Nordfors, communications managers and journalists are similar workers of attention economy, first of whom are serving organisations and people, while the others operate in the interest of the public. Basing on my own experience I can confirm that also communications managers cannot ensure high-quality work without following ethics and common benefit. Quoting his paper on attention in the sense of creating innovation: „Communication is vital, and that the different attention workers maintain the innovation ecosystem by brokering intangible assets, creating a shared language and setting the agenda for the future./—-/ In a full-fledged attention economy the goal is simply to get either enough attention or as much as possible. Recall now what I pointed out earlier: if you have a person’s full attention, you can get them to perform physical acts, ranging from moving their eyes to follow you, to raising their hands, to applauding, to bringing you a glass of water, to handing you a sandwich, or, as is not uncommon in the case of rock groupies or sports fans, having sex with you (to cite a notorious example).“ In practice, this means also inclusion of marketing activities in addition to regular PR tools. It should be noticed that gaining attention requires creativity, a message must be visible and distinct. NB! Not only attention in itself is important. An essential aspect is later change in the attitudes or behavior of the target group, but without arousing attention this is impossible.