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ESTIMATED NUMBER OF PEOPLE WORKING IN NEW ZEALAND AS JOURNALISTS AND PR PROFESSIONALS BY YEAR. The data above is certainly thought-provoking. Both occupations make up a very small percentage of New Zealand’s total working-age population (about 0.002-0.003 per cent combined). However, the graph clearly shows that the Public Relations profession has experienced a sharp growth over the past decade. The number of people Journalism-related occupations, on the other hand, have been slowly decreasing. Whereas in 2006 there were twice as many journalists as PR people, in 2014 the numbers were close to equal (with journalist numbers still a bit higher). Should the trend continue, the size of the PR industry will bypas* journalism in a couple of years. Although the growth may slow down at a certain point. This raises many interesting questions for both occupations, their roles and what the This briefing is prepared to as*ist New Zealand businesspeople to navigate Russia’s business landscape an engage in productive cross-cultural communications. Russia’s culture and communication style differs significantly from New Zealand’s. The key differences this briefing focuses on include higher power distance in Russia, collectivist culture and the importance of relationships, a different attitude towards time, emotionality and directness. It also details what to expect in negotiations. In Russia, being well dressed and presented is important for making a good first impression (Switzerland Global Enterprise, 2015). Russians pay more attention to clothing and presentations than New Zealanders. Conservative formal attire would usually be expected such as a suite and tie for men and a formal blouse and skirt for women. A greeting is usually carried out by a firm handshake and steady eye contact (Switzerland Global Enterprise, 2015). Russians may also be comfortable with less personal space than New Zealanders. Sharing of In the West, K-Pop is perceived as lacking in authenticity. Critics argue that it is unoriginal in that it mimics American popular music.