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Project cases
Informational support of the First Banking Forum
Ordered by the «Congress Management Network» CJSC. For the CIS executive committee, ARB, FBS CIS. Who and when realized the project The project was realized in June 2007 by the "PROPAGANDA" CCT. Goals to achieve Purposes of the PR campaign - to guarantee the presence of the First Banking Forum of the CIS and Eastern Europe in the informational space. Goals of the project: • to inform the media of the Forum being conducted, and of its importance; • to state the importance of the Forum for the banking branch; • to build up positive attitude to the Forum's proceedings on the part of media. Background Restrictions Interviews with media representatives carried out by the agency showed that the Forum's PR campaign is subject to a number of restrictions: • The media representatives believed that the information about the forum is not a very bright and strong informational occasion; • journalists consider publications about the Forum as hidden publicity; • there is a great number of "international banking forums" in the market. Competitive advantages The Banking Forum of the CIS and Eastern Europe was held for the first time. Project stages: brief description In order to realize the PR campaign, the Agency formed a nominal pool of journalists, which included: • printed social and political media; • printed business media; • specialized banking printed and Internet editions; • informational agencies; • social, political and business Internet editions; • TV, radio stations. The Agency organized a press trip to the Forum to Vienna for journalists of leading federal media. Key goal of the press trip was to provide for high-quality and complete informational coverage of the Forum's proceedings. On the Forum's second day, a final press conference was organized for accredited journalists, attended by Russian and European media. At the press conference, the following spoke: first deputy president of the Central Bank of Russia G. Melikyan, president of the ARB G. Tosunyan, head of the Federal Financial Monitoring Service V. Zubkov, department director of the Chamber of Acounts of Russia S. Gaidazhi, president of the CIS executive committee A. Kazakov. In order to make the Forum informationally saturated, the Agency elaborated a concept of a round table for European business media «Role of the media in the development of the banking system in Russia». For the purposes of preparing the round table, the Agency carried out a blitz poll among journalists, in order to obtain the opinion from the media concerning the informational coverage of the banking business issues in Russia. Following the poll, according to the analytical results, a presentation was prepared named "Mass media as a tool of building up banks' reputation and image in Russia". On the day planned for the round table, the Austrian ex-president was buried, in this connection, the round table was cancelled. Updated press releases about the Forum's proceedings were mailed on a daily basis. Project results Following the information campaign, there appeared about 90 reports and publications in the mass media, where the event was positively evaluated by journalists.
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