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I Strategy of dissemination and information activities of RECEP
I.1 Goals and Objectives
The main strategic objectives of the information and communication group are the following:
- to encourage public discussions of the problems, concerning socio-economic reforms, carried out in Russia and questions of forming relations between Russia and EU in the new political context;
- to deliver targeted influence on centers, responsible for strategic decisions and economic policy in Russia , i.e. to influence, above all, the political elite (of federal and regional levels) and high representatives of business (leaders of big companies).
To achieve strategic goals, particular objectives in the framework of RECEP ( Russian-European Center for Economic Policy) are defined as follows:
- to form, consistently and by complex methods, the brand of RECEP , which should become widely visible as the competent Centre of political consulting;
- to introduce RECEP effectively at the Russian market of information and consulting services ;
- to secure the positions of RECEP in chosen segment of this market.
The positioning of RECEP should be identified as a participant of the high-level segment of policy advice and consultancy service market for legislative and executive branches of power in Russia, which take decisions on economic subjects, social policy, enterprise, foreign-economic activity and define the strategy of relationship between Russia and the European Union.
The product of analytical researches conducted by the expert groups of RECEP has a high degree of application and can be used by all most important decision-making bodies, such as: Presidential Administration of the Russian Federation, RF Government Office, the Ministry of Foreign Affairs, the Ministry of Economic Development and Trade, the Ministry of Finance, the Ministry of Industry and Energy, the Bank of Russia, both chambers of Russian Parliament – the Soviet of the Federation and the Duma, the Federal Service of State Statistics and other institutions. Thereby, the Centre acts as an independent think tank of economic research and political consulting, the authority of which should be ensured by high experience of the specialists, invited both from Russia and the EU.
The choice of positioning at the market of policy advice and consultancy is based upon the analysis of goals and objectives, originating from the foundation of the Russian-European Center for Economic Policy in 1995, the previous experience and the objectives, which were defined by the European Commission in 2003 and set to the Centre at the time of it’s new phase of activity in 2004-2005.
Strategic goals and objectives of RECEP can be accomplished only by taking into consideration the increased competition in the segment of policy advice and consulting in Russia . To comply with the current situation effectively RECEP should concentrate its research and policy advice work-out in new perspective directions. The strategic plan states an objective, that the Centre should take it’s place as the one and only specialized source of information and consulting.
All RECEP activities ought to be undertaken with due commitment to core European values. The fundamental principles upon which the life of unified Europe is based are tolerance, humanity and fraternity. Rooted in them are common values, which, observed, safeguarded and developed, allow Europeans to live in democracy, peace and prosperity with respect for human rights.
European values become apparent in such fields as the new government, the new approach to competitiveness and the new service policy. The concept of new government implies such aspects as the lack of central state regulation, open negotiation with the participation of various economic and social players and partnership between public and private spheres. As to competitiveness, this notion is currently defined as an effective tool for reaching high living standard and improving the well-being of society. The new service policy is aimed at serving general interests and defining the role of public authorities in market economy.
EU-RF relations are as well a vital priority for RECEP. The contemporary Russian-European relationship is based on the Partnership and Cooperation Agreement (PCA), which was signed in May 1994 and entered into force in December 1997 after ratifications. This document grants Russia a Most-Favoured-Nation (MFN) status. Today European Union and Russia are both willing to go further in integration as the PCA envisages. They have agreed to create “common spaces” in four areas of cooperation: the Common European Economic Space (CEES), the Common Space of Freedom, Security and Justice, the Common Space of Cooperation in the Field of External Security, and the Common Space of Research and Education, including Culture.
The choice of strategic orientation of the RECEP researches should be based not only on the identification of the competitive edges of the experts of the Centre, but also on analysis of requests (i.e. demand for information) for economical consultations for legal bodies in Russia . This particular issue of marketing activities is one of the most important issues in the strategy of dissemination and information group.
I.2 Methods of accomplishing strategic objectives
The implementation of strategic goals and objectives of RECEP will be achieved through particular methods of PR technologies, simultaneously in multiple directions.
I.2.1. Systematic dissemination of information and activity spread of RECEP
The information and dissemination activity of RECEP should be based on one important factor: Russians, including the elite, are only slightly informed of how the EU is structured, and how important its cooperation with Russian legal bodies and organizations is, and the EU’s role in the market reforms in Russian Federation . The Russian European Center for Economic Policy is also known only among few specialists and that is the reason, why an active and sometimes even aggressive PR-campaign is proposed.
To disseminate the information of RECEP activities in Russia as widely as possible , the following events should be carried out. It is suggested that they will be print-press oriented and, possibly, on-line media, as well as academic and business oriented.
- Regular meetings with journalists from specialized media, covering the issues of RECEP researches.
Among these can be:
- press conferences
- lunches or cocktails with pressmen , during which the leaders of RECEP expert groups will introduce to the journalists the results of analytical studies and the vision of relevant problems of Russian reforming programme, and inform the media of the part RECEP takes in the dialog between Russia and the EU. For the press conferences the information and communication group prepares press releases for further use inside daily and periodical press of federal level. Among other goals of such meetings will be: introduction of prominent RECEP experts to Russian journalists and promotion of their researches; interviews with leaders of RECEP; exporting of some basic ideas to beyond academic circles, introducing them to general public.
- Regular seminars with delegates of academic circles of the Russian Federation (institutions of the Russian Academy of Science, independent research centers and analytical groups involved in big Russian and foreign companies).
Such seminars could also be held once per month. And the results of the experts’ discussions, considering relevant problems within the interests of RECEP researches should be published as a special prospectus called “Relevant expertise” (see article 1.2.2. About RECEP publications). Delegates from the European Union, visiting Moscow, and world-wide known scientists, who carry out researches on the same subject of reforms in transition economies, can be invited to participate in the seminars (for example, The Nobel Prize in economics laureate G. Stiglitz, who has recently visited Moscow)
- Along with the seminars inside the RECEP it is advisable to organize joint seminars with European institutions, political and business associations in Brussels . Short-term study tours for Russian officials and businessmen should be conducted. Their goal is to develop EU-RF partnership. The model of such seminars (symposiums) for decision-makers is well-known and easy to comply. Recommended regularity – 2-3 times a year.
- RECEP should also benefit every opportunity to take part in 3 rd-party events, related to the researches of the Centre, either as an ordinary participant or as a co-sponsor. RECEP should extend its contacts with expert, business and political communities and through different functionary and non-functionary institutions (Funds, Clubs, Councils etc.) and thus, promote its brand.
I.2.2. Dissemination of the results of RECEP research and studies through open publications of the information materials
The RECEP researches are conducted by scientific experts on request of organizations in 2 key directions (socio-economic reforms group and EU-RF relations group).
The main way of distribution of RECEP surveys and studies should be regular publications in different formats:
- Regular editions of experts’ technical reports, and analytical surveys after the round tables of the RECEP Russian-European Trends series (with single enumeration). Summaries of the surveys are supposed to be distributed up front as they are completed. In perspective, they should carry a tear-off coupon for ordering the full edition (free of charge for state institutions, state-financed and non-commercial organizations and for a particular price – for commercial organizations). This will allow estimating necessary number of copies of the reports and adjusting the subscription base.
- Publications of RECEP experts’ surveys and reports in periodical press in form of articles, technical notes, report summaries and annotations etc. We consider the following selection of academic press as the proper one for such purpose (the selection is based upon marketing surveys of the publications for the last decade):World Economy and International Relations, Society and Economics, Questions on Economics, The Economist, The Strategy of Russia, World of Changes (since 2004), Russian Economic Magazine, Constitutional Right: East European survey, Management Issues.
Articles by European experts in the selected scientific magazines could be of interest to the Russian public. And the article placement in this case won’t be costly. At the same time, information placement, covering the activities of the Russian-European Center for Economic Policy is considered to be an advertising product and needs special expenses.
- Publications in periodical press (federal-level and some regional press) on commercial basis. It is advisable to place commentaries, interviews and articles, covering the most important issues of the cooperation with Russia in the framework of RECEP, in biggest newspapers and magazines.
So far as the majority of Russian publications, primarily the leading newspapers and magazines – “Izvestia”, “Commersant”, “Expert” etc. – generally place articles on commercial basis, a special expense item, to cover information services, should be provided.
For wider informing of the regions of Russia about the activities of RECEP a persistent contact with regional press should be established. It is advisable to exploit a weekly newspaper “Interfax-AeF”, which distributes its bonus editions in a majority of regional publications – over one million copies altogether. Either a single article regularly or a regular column is possible.
Long-term experience shows that the interest to such kind of information could be even higher in regions than it is in the capital. And it should be not bound to local academic and management communities, but appeal to general public, involving local European Information Centers, functioning in many parts of Russia .
- A more efficient way to promote the brand of RECEP and the results of its researches could be its collaboration with one of well-known Russian PR-agencies, on a commercial basis. Such cooperation will make the promotion of RECEP activities more fast and low-priced and will broaden the audiences (business elite, Russian offices of foreign companies). The solution of such problems as lease of premises for various briefings and press conferences, technical support in organizing important international conferences, regional activities will be more efficient if RECEP signs a contract with one PR-agency (the choice of which should be based on a tender), rather than frequently applies to various organizations in different fields. In practice, each of these organizations will demand a higher price for every particular service. In case of permanent cooperation with one PR-agency during the whole phase of the project, RECEP may be sure of considerable discount and guaranty of high-quality services.
- An important form of real-time information distribution, designed for advanced readers and academic and student communities, should become a constantly updated website of RECEP, with public access. It should contain an archive of periodical non-commercial publications of the Centre in various formats and information and notices on commercial press products, availability, points of sale, order forms etc. Additional information, notices on forthcoming events, press conferences, round tables and RECEP meetings, will also be uploaded. The website will provide active dissemination of information on the latest developments in Russia ’s social and economic policy as well as the issues related to the priorities of the EU-RF relations. The website is also to contribute to stimulating a public debate in Russia on the challenges of economic, legal and social reforms for the country.
I.2.3. International conferences (once a year) or round tables should be organized, widely involving representatives of state administration, business, academic circles and politicians. The following topics are suggested for discussion:
- The health of European business in Russia /in cooperation with the National Investment Council – NIC/ (2004)
- The problems of building the Common European Economic Space: the perspective of the EU and of Russia (2005)
I.2.4. The most important strategic work trend should be the creation of a corporate design in the context of RECEP activities.
A minimal corporate style package is to be designed, to serve as a base point for further development. The package should include:
- A verbal trademark – the full name of RECEP and its abbreviation in English and Russian languages, designed in a graphical manner with a particular font;
- A visual trademark – the symbolic logo of RECEP;
- In some cases the visual and the verbal trademarks can be used together, in some – separately;
- The color palette, together with the graphics, serves to create a unique identity;
- A corporate font, utilized in various texts;
- A corporate data block, which combines all mentioned elements, and the contact information block of RECEP: location, phone and fax numbers, E-mail, website URL;
Dynamically evolving corporate style of RECEP with precise restrictions of its alterability confirms the credibility of the project, the quality of it’s services. It serves as mean of creating a positive attitude toward the Centre.
An extended corporate design package include also:
- A portable 2-color booth with corporate verbal and visual logos (set flat – horizontal) for installing during press-conferences
- A billposter with the corporate block, logo and additional text for setting up during various events, related to the project
- A multi-color leaflet with information about RECEP, future plans and objectives
- Worksheets with the corporate block for press-releases, letters and other documents; folders, for inserting RECEP basic information packages
- A badge with the project logo and names of participants of the events, organized by RECEP
- Notebooks, pens, calendars with RECEP logo
- hands and pointers (on a building, door or along the route)
Corporate style packages should necessarily be placed in all printed goods, produced within the RECEP activities.
such as: VIP-Club Mercury affiliated with Chambers of Commerce and Industry of Russian Federation; “Strategy”, “New Communications”, “Indem”, “Unity in the cause of Russia” funds etc.; National Investment Council, Gorbachev-Fund.
Last updated: August 10, 2005
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