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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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The Center was established in line with the instructions of the President of the Republic of Uzbekistan to develop the higher education system based on international standards, expand cooperation with prestigious foreign universities, and improve the quality of personnel training.
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Opening the event, Professor Sherzod Mustafakulov, Rector of the Nordic International University, emphasized that the establishment of this center represents not only an achievement for Nordic University but also a new milestone for Uzbekistan in the field of international education. He highlighted that the new center will bring new opportunities, ideas, and open the doors of global education for the youth.
Minister Kungratboy Sharipov noted that this day marks a historic and proud moment for higher education in Uzbekistan, stating:
“We express our deep gratitude to the leadership and team of the Nordic International University and Rowan University, as well as to all specialists who actively participated in implementing this project. I am confident that the Rowan University Center will play a vital role in preparing innovative, globally competitive professionals in our country. It will give new impetus not only to students but also to our entire education system.”
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Alisher Juraev, Chairman of the Board of Trustees of the Nordic International University and Honorary Consul of Finland in Uzbekistan, noted that the Rowan University Center will offer educational programs aligned with U.S. academic standards for Uzbek and international students, as well as joint scientific projects, student and faculty exchange programs.
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