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Master class from Sergey Stanovkin: the role of mass media in creating a country's brand
February 24 , 2025
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International Nordic University "Uzreport Academy of Journalism, Media and Communications" was visited by Sergey Stanovkin, head of commercial representatives of BBC for Eurasia, director of "European News Academy" and "Dars consulting".
A meeting of students of Journalism department and specialty was organized with an experienced representative of the BBC editorial office. Sergey Stanovkin communicated with the students his experience in the field of international mass media and communications, his skills in managing commercial television programs, and his skills in promoting the innovative possibilities of global cooperation.
The speaker touched on the issue of stereotypes and recognized the importance of studying and forming them. He noted that it is difficult to fight with stereotypes, but it is often possible to use them.
At the meeting, students were presented with research data on the brand integrity and reputation levels of a number of mass media. Levels of credibility and reputation, their acceptance among the public were interpreted on the basis of diagrams.
"Personal competence of employees is a success factor in the field of public communications, especially the promotion of the country's brand and investments. This means not just developing and disseminating information, but mastering the art of strategic communications and acting in accordance with common brand goals.
The journalist's personal communication skills during the interview process and the ability to avoid difficult questions have a direct impact on the state's PR activities. In the interview process, it is important not only to analyze the information in depth, but also to present the material creatively.
The ability to correctly assess the information environment, choose the right media platforms and use them effectively, quickly analyze, verify and deliver in the most effective format is important.
The ability to correctly assess the information environment, choose the right media platforms and use them effectively, quickly analyze, verify and deliver in the most effective format is important.
At a time when fake news can damage the country's image, the journalist's ability to quickly and accurately check and confirm information and fight against false information is very important," said Sergey Stanovkin.
The importance of analyzing media platforms and taking into account their quantitative and qualitative aspects was also emphasized in the conversation. It was mentioned that success in the media strategy depends on the combination of tangible and intangible factors, that the reliability of the media source is often more important than the novelty of the message.
Also, it was analyzed based on various indicators how viewers watch and perceive different brands such as BBC World News, Bloomberg, CNBC, CNN. In particular, it was reported that the values of each brand are reflected in such indicators as reliable, effective, motivating, always the first to inform, and must be seen.
During the conversation, the speaker also shared his experience on important aspects of creating future brands of different countries. Video materials revealing the uniqueness of a number of countries, such as Norway and Germany, were shown.
It was mentioned that the country's brand is mentioned in global social media communications, it is appropriate to use clear, analytical information about its advanced technologies, heritage and culture, standard of living, in which areas it is the most experienced, natural beauty, compliance with environmental standards.
Some scenes from the 90-second mini-film prepared by the British studio DARS FILMS on the order of the Ministry of Foreign Affairs of Kazakhstan were shown. Based on the film, the history of modern Kazakhstan's development, competitive advantages and methods of presenting achievements were reviewed. Through the combination of the past and the present, the dynamic development of the country was revealed, and the future brand of the country was shown as having great potential for development.
In the lecture, the goals, tasks and solutions faced by journalists in promoting the country's image and brand were revealed in all aspects.
The master class took a broad look at the future of audiovisual media in the era of globalization and digital transformation. Students received answers to many questions they were interested in.
It was announced that the BBC's excellent experience in creating television, radio services and website content will serve as a unique experimental school for students and teachers training journalists, and in this regard, the BBC is ready to cooperate with the "Uzreport Academy of Journalism, Media and Communications" of the International Nordic University.
Sergey Stanovkin was awarded the title of Honorary Professor of the International Nordic University by the management of the university.
The influential guest wrote down his warm thoughts in the book of Nordic expressions.
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International Dialogue: Integrating Analysis and Education
During the visit, a substantive exchange of ideas took place with the esteemed guest — an international expert possessing extensive experience in journalism and educational management. The discussions focused on key global education trends, contemporary governance approaches, and emerging models of academic development, while also outlining prospective avenues for collaboration.
Particular attention was given to launching joint initiatives, including the organization of international conferences, the development of sustainable solutions, and the creation of evidence-based practical frameworks. The dialogue also emphasized knowledge exchange and the establishment of new academic platforms for students and researchers.
As a result of the meeting, mutual understandings were reached on expanding international scientific and analytical platforms, paving the way for deeper institutional cooperation.
Partnership with ETS: Advancing International Certification and Academic Mobility
The delegation was led by Anna Gutkowska-Zając, Regional Director for Eurasia and Central Asia at Educational Testing Service (ETS).
During the visit, both parties engaged in comprehensive discussions focused on enhancing the quality of education. Key areas of cooperation included professional development for faculty, the organization of joint training sessions, seminars, and webinars based on ETS-certified modern content, and the implementation of advanced methodologies in English language teaching.
Particular emphasis was placed on effective preparation for the TOEFL iBT examination, improving assessment literacy among students and educators, and fostering a systematic approach to international certification. In addition, both sides explored opportunities to establish a solid foundation for global academic mobility.
As a significant outcome of the visit, a Memorandum of Understanding (MoU) was signed between the two institutions. The document outlines clear strategic priorities aimed at improving educational quality, expanding the adoption of innovative approaches, and strengthening international integration.
This partnership is expected to further reinforce long-term collaboration between the International Nordic University and ETS, contributing to sustainable development in education and broader global engagement.
Point of View: A Powerful Force Showcasing National Prestige
In an article published in the Xalq so‘zi newspaper and authored by the Rector of the International Nordic University, Sherzod Mustafakulov, the key priorities emphasized during the meeting are thoroughly analyzed, alongside a number of forward-looking approaches and proposals aimed at building an effective system.
As highlighted in the article, a continuous vertical integration model — “school–federation–university” — ensures the consistent development of talented youth, while individualized development programs remain crucial for each athlete. Particular attention is also given to advancing the sports economy, establishing clubs and academies, ensuring digital transparency, and strengthening the integration of science and sports. Sport, it is argued, should become one of the central pillars of the national development strategy.
To deepen the analysis, the article also examines the best international practices in promoting mass sports development.
A more comprehensive insight and extended perspectives can be found in the April 10 issue of Xalq so‘zi.
The Spirit of the Sahibqiran Lives in Youthful Minds!
The event became a true test of intellect, strategic thinking, and leadership.
During the competition, students challenged their knowledge based on the invaluable legacy of the Sahibqiran — Temur tuzuklari. Participants demonstrated a deep commitment to understanding the philosophy of Timurid statehood, showcasing both analytical thinking and historical awareness.
The contest was conducted in two dynamic stages:
🔹 Stage 1 — a test of historical knowledge and logical reasoning
🔹 Stage 2 — a creative round where participants illustrated key principles of the Tuzuks through visual interpretation
🔥 The competition among five teams unfolded in a vibrant atmosphere of intellectual engagement and mutual respect. Participants exhibited critical thinking, creativity, quick decision-making, and strong teamwork.
🏆 Final Results:
🥇 1st place — World Economics
🥈 2nd place — 1-EK-24
🥉 3rd place — Space
🏅 4th place — 5-JI
🏅 5th place — Liderlar
🎓 All participants were awarded certificates, while the winning teams received well-deserved recognition and prizes.
💬 Studying the legacy of the Sahibqiran is not merely an exploration of history — it is a source of strength, vision, and leadership inspiration for today’s youth.