Nezavisimaya Gazeta: "Russia will be turned into a brand"
The United Russia Party has suggested creating a powerful PR service to promote the "Russia" brand in the West. The party believes that a new social communications agency should be set up for said purpose within the government structure. The main components of the brand, in their opinion, should be "Putin", "Medvedev" and "the Chelsea football team."
United Russia is in favour of creating a government new agency that would professionally promote the "Russia" brand. The new agency of social communications could assume that PR function, according to Irina Yarovaya, coordinator of the State Patriotic Club.
She says that the main PR tool should be the Russian language: "If we have a new social communications agency, I think we will be able to solve the global task of promoting the Russian language. [...] "Obviously, the Russian language should be the medium of communication and cultural exchange that will enable us to preserve the common cultural space with the Commonwealth countries, and most importantly, ensure that Russians and Russia are treated properly the world over," she argues.
Ms Yarovaya told NG that the new agency should organize Russian cultural heritage centers in world capitals: "These educational centers will help to mould a correct perception of Russia in the world. Russian classical literature, poetry, ballet and theatre - these are Russia's brands. Russian art is one of the brands that will forever remain relevant both inside and outside the country."
However, she believes there are other potent brands of government power: " Today, the authorities, the top national executives, are undoubtedly representatives of the nation. They demonstrate deep respect for the people of their country, its national traditions, and national identity. They describe the interests of the state as national interests. Indeed, it was only after this that Russia acquired its own voice and made itself heard. This point is very important, because the Presidents of Russia (first Vladimir Putin and now Dmitry Medvedev) undoubtedly personify Russia in the eyes of the world.
Next to the "Putin" and "Medvedev" symbols are such brands as the Chelsea football team, which is perceived as a Russian team. "We have some other highly positive brands, Gazprom for example. We have many creative individuals, athletes and many Olympic champions," Ms Yarovaya says.
The "brand" idea was unveiled by the United Russia Party against the backdrop of the Second Russian World Assembly that opened in Moscow on November 3. Russian and foreign linguists, representatives of Russian organizations from more than 60 countries, artists, and politicians discussed the prospects of the strengthening of Russian language and culture in the world. Taking part in the event was the Prime Minister's wife, Lyudmila Putin, who featured prominently in national television reports.
The idea of the "Russia" brand was first proposed by political scientist Dmitry Orlov three years ago. He warns that promoting the country's image should not be confined to tours of its artists and the study of the Russian language abroad. The activities of pro-Russian non-governmental organizations abroad could be highly instrumental in promoting the brand, according to Orlov: "One should spend money on them, but one must have a clear idea of how useful they are. For example, repealing restrictions on Russian-speaking populations. Or dropping discriminatory amendments regarding trade."
The promotion of the "Russia" brand may run into usual problems. Money dispersed for propaganda has a way of being devalued when Russian leaders make sharp anti-Western speeches. The advantages of Russian goods and services in the world market are confirmed not by brands, but by quality. Poor performance, on the contrary, can seriously compromise a high-profile brand.
