Keyboard

PUBLIC RELATIONS IN FORMER SOVIET UNION COUNTRIES

Group 4:Pivi JauhiainenTuomas MuhonenSuvi HurriNina KinnunenMaija Baijukya

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.

Contents

The Past: Soviet propaganda & myths : EstoniaThe Present: Russia - Georgia EstoniaUkraine

Kazakhstan

Turkmenistan

The Future: Effects of culture on developmentPR & corruption

Conclusions

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

Estonia under totalitarian rule

All parts of society were under the control in the communist totalitarian system.

A communist ideology and propaganda existed everywhere.

Media were state-controlled

Totalitarism affected deeply to the society and culture of Estonia.

A communist propaganda made people passive and unresponsive.

Myths of communist ideology
in the public texts:

1. The myth of the creator Lenin and the Party and Marx and Engels as their predecessors2. The myth of victory of the Great Soviet Socialist Revolution (Russian Revolution) and of a new era3. The myth of the Great Patriotic War and the invincibility of the Soviet Union with many enemies out there4. The myth of historical progression of socialism, communist world revolution and communist future5. The myth of the Soviet republics as a united family6. The myth of labour and constant improvement of the Soviet economy7. The myth of the working class as the leading power8.The myth of free and happy Soviet people and the new type of humanSource: Lhmus, M. (2002) Transformation of Public Text in Totalitarian System

The process of change in Estonia

The Soviet occupation lasted for 48 years

The Singing revolution in 1988 and 1989

Public relations have changed fundamentally during 20 years after revolution.

Continuous process of change history affects to the situation nowadays

Public relations in Estonia nowadays
signs of open society and organisation

There are small signs of dialog in Estonian organizations

The practise of Corporate Social responsibility (CSR) has increased but still uncommon.

The use of online information services and technology has developed, but the problem is how to use this new technology progressively.

Managers don`t see public relations as a strategical function

Media relations are emphasized in PR.

Despite of progress, organisations have not really understood how to use PR to build mutual understanding with stakeholders.

RUSSIA

Ethics a very important themeBlack PR vs. White PR

PR vs. Propaganda

Example of black PR

accusation: Russian state-owned news agency arranged a PR campaign to improve Stalins image

news agency denied these accusations

Is an attempt to white-wash Stalins image relevant or possible?

Development & Education

Governmental and political PR the leading specialty

journalism approach vs. marketing/management approach

Russian Public Relations Association

building up positive reputation for PR

introducing and monitoring professional practices

Some milestones:

1991: RPRA founded

2001: Code of ethics

2003: PR specialist - an officially recognized profession

PR in the war between
Georgia & Russia

Both sides used professional PR companies

Georgia was able to get the western countries on its side with the help of PR

Georgia was handling its international communication very efficiently always representatives with good language skills available giving information to the international press

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

Russian TV media PR was propaganda?

PR changing in Georgia

Georgia arranged training in CSR (corporate social responsibility) in November

Lots of poverty and unstable political situation, government draws foreign money in the country

Companies has a responsibility for developing the society and PR professionals are the ones who should bring this up

Ukrainian PR is there any?

Still in a very young state

Not PR firms in Ukraine

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.

Borat: good or bad for Kazakhstan?

The fictional character Borat irritated officials of Kazakhstan: response through media

Kazakhstan launch campaign to better country's image>>Internet & TV

Movie caused sudden boost in tourism

Kazakhstan became known (even though only vaguely)The initial bad publicity created a positive PR opportunity

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 shouldnt do everything they are asked for

Post-Soviet Corruption & PR

According to the Corruption Perception Index of 2009, the former Soviet states have a very high level perceived corruption

Widespread corruption may lessen necessity of PR as we know it (NB. Inequality breeds corruption)

Development of PR as profession and academic field could be hindered by corruptionhigh level of PR=low level of corruption

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 professionalsShould the countries adopt the western PR?

Will they get any help from western countries?

Do they have a need for PR? Do they want to communicate with the west?

Do attitudes, beliefs and traditions have an effect?

Study: Russia is culturally so different from the western countries that American PR cannot function

Stages of change in a transition society

Stage 1Closed and secret societySecret organisations Stage 2Changing societyClosed organisationsStage 3Changing societyChanging organisationsStage 4Open societyChanging organisationsStage 5Open societyOpen organisations

Source: Tampere, K (2003) Public Relations in a Transition Society 1989-2002

Conclusions

In the case of Former Soviet Union countries, lack of democracy means lack of PR

Great degree of variation between and within countries

Not exactly Soviet propaganda, but what is it, and what's next?

Thank you for your attention!

Any questions?

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