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  • 1.
      PUBLIC RELATIONS IN FORMER SOVIET UNION COUNTRIES Group 4: Päivi Jauhiainen Tuomas Muhonen Suvi Hurri Nina Kinnunen Maija Baijukya
  • 2. Summary and conclusions from our blog findings
      Our group looked more specifically at Russia, Estonia, and Georgia while touching on interesting points throughout the Former Soviet Union. The key word was CHANGE: what was the nature of Soviet PR, and what has evolved from it.
  • 3. Contents The Past: Soviet propaganda & myths : Estonia The Present: Russia - Georgia – Estonia The Future: Effects of culture on development
      • PR & corruption
    • Conclusions
  • 6. Animated Soviet Propaganda Advantages of using animation 1. Audio and visual >music, color – strong emotions 2. Artistic freedom >no limits in plot, setting or character design 3. Appearance of being childlike >ideas implanted in children
  • 7. Estonia under totalitarian rule
    • All parts of society were under the control in the communist totalitarian system.
    • 8. A communist ideology and propaganda existed everywhere.
    • 9. Media were state-controlled
    • 10. Totalitarism affected deeply to the society and culture of Estonia.
    • 11. A communist propaganda made people passive and unresponsive.
  • 12. Myths of communist ideology in the public texts: 1. The myth of the creator Lenin and the Party and Marx and Engels as their predecessors 2. The myth of victory of the Great Soviet Socialist Revolution (Russian Revolution) and of a new era 3. The myth of the Great Patriotic War and the invincibility of the Soviet Union with many enemies ‘out there’ 4. The myth of historical progression of socialism, communist world revolution and communist future 5. The myth of the Soviet republics as a united family 6. The myth of labour and constant improvement of the Soviet economy 7. The myth of the working class as ‘the leading power’ 8. The myth of free and happy Soviet people and the new type of human Source: Lõhmus, M. (2002) Transformation of Public Text in Totalitarian System
  • 13. The process of change in Estonia
    • The Soviet occupation lasted for 48 years
    • 14. The Singing revolution in 1988 and 1989
    • 15. Public relations have changed fundamentally during 20 years after revolution.
    • 16. Continuous process of change -> history affects to the situation nowadays
  • 17. Public relations in Estonia nowadays – signs of open society and organisation
    • There are small signs of dialog in Estonian organizations
    • 18. The practise of Corporate Social responsibility (CSR) has increased but still uncommon.
    • 19. The use of online information services and technology has developed, but the problem is how to use this new technology progressively.
    • 20. Managers don`t see public relations as a strategical function
    • 21. Media relations are emphasized in PR.
    • 22. Despite of progress, organisations have not really understood how to use PR to build mutual understanding with stakeholders.
  • 23. RUSSIA
      Ethics – a very important theme
      • Black PR vs. White PR
      • 24. PR vs. Propaganda
  • 25.
      Example of black PR
    • accusation: Russian state-owned news agency arranged a PR campaign to improve Stalin’s image
    • 26. news agency denied these accusations
    • 27. Is an attempt to white-wash Stalin’s image relevant or possible?
  • 28. Development & Education
    • Governmental and political PR –the leading specialty
    • 29. journalism approach vs. marketing/management approach
  • 30. Russian Public Relations Association
    • building up positive reputation for PR
    • 31. introducing and monitoring professional practices
  • 32. Some milestones:
    • 1991: RPRA founded
    • 33. 2001: Code of ethics
    • 34. 2003: PR specialist - an officially recognized profession
  • 35. PR in the war between Georgia & Russia
    • Both sides used professional PR companies
    • 36. Georgia was able to get the western countries on its side with the help of PR
    • Georgia was handling its international communication very efficiently
    • 37. › a lways representatives with good language skills available giving information to the international press
  • 38.
    • Russians did not master the PR game as well as the Georgians, even though were more active than usually
    • Georgian PR was using slandering, e.g. intimidating people with slogans such as Russia is back and appealing to the old history of Russia
    • 39. Russian TV media PR was propaganda?
  • 40. PR changing in Georgia
    • Georgia arranged training in CSR (corporate social responsibility) in November
    • 41. Lots of poverty and unstable political situation, government draws foreign money in the country
    • 42. Companies has a responsibility for developing the society and PR professionals are the ones who should bring this up
  • 43. Ukrainian PR – is there any?
    • Still in a very young state
    • 44. Not PR firms in Ukraine
    • 45. Not many PR professionals, use a lot of international firms
    There is not much information on many of the former Soviet states – PR there is likely to be similar to that in the Ukraine.
  • 46. Borat: good or bad for Kazakhstan?
    • The fictional character Borat irritated officials of Kazakhstan: response through media
    • 47. Kazakhstan launch campaign to better country's image
      • >>Internet & TV
    • Movie caused sudden boost in tourism
    • 48. Kazakhstan became known (even though only vaguely)
    • 49. The initial bad publicity created a positive PR opportunity
  • 50. Turkmenistan: Place in Heaven - Former leader wrote a “holy book” Ruhnama, which supported the personal cult around him - Foreign companies had to translate it into their own language in order to make business in Turkmenistan - Finnish company Ensto almost translated it - Cultural adaptation is ok, but companies shouldn’t do everything they are asked for
  • 51. Post-Soviet Corruption & PR
    • According to the Corruption Perception Index of 2009, the former Soviet states have a very high level perceived corruption
    • 52. Widespread corruption may lessen necessity of PR as we know it (NB. Inequality breeds corruption)
    • 53. Development of PR as profession and academic field could be hindered by corruption
      • high level of PR=low level of corruption
  • 54. Culture and PR in former Soviet Union countries Many of the Asian countries have not yet mastered how to use PR; PR is very young and not many professionals
    • Should the countries adopt the western PR?
    • 55. Will they get any help from western countries?
    • 56. Do they have a need for PR? Do they want to communicate with the west?
    • 57. Do attitudes, beliefs and traditions have an effect?
    • 58. Study: Russia is culturally so different from the western countries that “American” PR cannot function
  • 59. Stages of change in a transition society Stage 1 Closed and secret society Secret organisations Stage 2 Changing society Closed organisations Stage 3 Changing society Changing organisations Stage 4 Open society Changing organisations Stage 5 Open society Open organisations Source: Tampere, K (2003) Public Relations in a Transition Society 1989-2002
  • 60. Conclusions
    • In the case of Former Soviet Union countries, lack of democracy means lack of PR
    • 61. Great degree of variation between and within countries
    • 62. Not exactly Soviet propaganda, but what is it, and what's next?
  • 63. Thank you for your attention! Any questions?