Took a place a press-conference “The promo-campaign in in European media” The company Bohush Communications (Ukraine) together with the Achelis & Partner Public Relations (Germany) presented a project “Ukrainian International Press Club” (Ukrainian International Press Club, Brussels (UIPC). Partners of the project are also SilverLining Management Communications & EU Affairs (Brussels) and the International Institute for Quality PR (IQPR) (Brussels) . The project provides an opportunity to conduct a promotional campaign for the business and politics in Europe, to make an effective position of the company, organization in foreign markets, to build a dialogue with the international media, as well as to held special events, business trainings and seminars in Europe.
Thomas Achelis, Achelis & Partner Public Relations (Germany):
“The image of Ukrainian companies and organizations are inextricably linked with the image of Ukraine and its leaders. Therefore, the promotion Ukrainian campaigns in Europe and internationally – is a system issue. The successful implementation of such projects needs to combine the efforts and activities of several communications companies. Accordingly Bohush Communications, SilverLining Management Communications & EU Affairs, Achelis & Partner Public Relations and IQPR are together to effectively implement communication projects on an international level.
We work with leading European and international media: BBC, CNN, The Financial Times, Die Welt, Frankfurter Allgemeine Zeitung, The NewsMarket, The Economist, Deutsche Welle, Deutsche Allgemeine Zeitung, Guardian, Le Monde, Le Figaro, La Repubblica, Rzeczpospolita and many others.
In reality, in Europe we do not see absolutely positive articles or posts of Ukraine. We expected to see a lot of positive information in the context of the forthcoming next year championship Euro-2012. Ukraine completely misses the opportunity to get benefits from the upcoming event. And if you compare with other countries, which in different times have hosted such sport events, they were able to take advantage for their country. I’m talking not even about the case of Yulia Tymoshenko, which is amenable to sharp criticism. Also, I do not understand why Ukraine is losing these opportunities to promote the country as a “game” with famous names. The Klitschko brothers, for example. They always have a positive image in Europe. By the way, September 9, the Poland had a championship in boxing, which was attended by Klitschko. Championship was held at the new football arena. Even the Poland use the well-known Ukrainian names to promote their country as a brand.
Leaders of any country must improve the positioning of the country’s image. As long as we can see that this is not happening. Therefore, Ukrainian companies themselves must create some kind of media activity in order to enhance the credibility of their businesses and products, as well as for the European and world markets. Now the situation is such that the negative image of the country affects perceived to Ukrainian corporations and their products and services outside of Ukraine. ”
Denis Bohush, Bohush Communications (Ukraine):
“In the period from January to September 2011, our company, together with the Achelis & Partner Public Relations has monitored the European and world media. Of all the posts about the Ukraine 62% of all publications had been negative, 25% – neutral and only 13% positive. And this despite the fact that, in journalistic standards in Europe, each article should have some points of view. Speaking about the publication in some media, then, for example, The Wall Street Journal gave only 9% of positive information, negative 82% and 9% neutral. Statistics for The New York Times more comforting: so 36% positive, 57% negative and 7% neutral messages.Only 11% of positive information makes BBC; regard to negative and neutral information, it is 71% and 18% respectively. In CNN our analysts have counted 9% positive, 64% negative and 27% neutral information. Less than half of the negative reports were in The Financial Times (44%), and positive and neutral information was equally, that is, by 28%.Another economic issue The Economist published in the current period 17% of the positive messages and 83% negative. On-line version of The Washington Post was the most loyal. Then half of the articles was of neutral (exactly 50%), and positive and negative publications to 25%. As for the German editions, the picture is very similar. Of all the publications about Ukraine in the newspaper Die Welt 21% positive, 67% – negative and only 12% neutral. Frankfurter Allgemeine Zeitung gives a 11% positive news, 45% negative and 44% neutral publications, and Deutsche Welle 18%, 62%, 20%, respectively.We also analyzed these on-line resources as Inosmi.ru and Ukrainian inozmi.glavred.info. In the first, only 1% of all publications wore positive, 68% negative and 31% neutral. Ukrainian inozmi.glavred.info showed the following statistics: 8% negative, 52% positive and 39% neutral news. ”
Presentation of the research here http://www.slideshare.net/DenisBohush/ukraine-media-2011p
P.S. If we talk about the situation in the world media after September 2011, it should be noted that at this time came out a lot of negative articles about Ukraine-related “case of Timoshenko” and monitoring of this period, we will publish in the following materials.