Master class from Sergey Stanovkin: the role of mass media in creating a country's brand

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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Teachers’ Study Tour: Learning New Ideas for Uzbekistan from Sweden’s Education System

Teachers’ Study Tour: Learning New Ideas for Uzbekistan from Sweden’s Education System

At the beginning of the visit, the delegation was warmly welcomed by Principal Laura Erdtman and her team at Fågelsångens School. During the meeting, participants learned about the school’s pedagogical innovations and development practices, educational processes, and modern teaching methods. They also toured the classrooms and observed the learning environment created for students.


During the visit to the Salem Library, the delegation familiarized themselves with the services provided to students, the book collection, and the library’s experience in promoting reading among children.


At the Centrum för flerspråkighet (Center for Multilingualism), they studied Sweden’s education system and its practices in supporting multilingualism.


Uzbek teachers also shared their own educational experiences and innovations, actively engaging in discussions and Q&A sessions. They learned about the harmony between theory and practice in Swedish education, teacher collaboration, inclusion, sustainable development, and the emphasis on developing independent analytical skills.


The visit served to strengthen bilateral cooperation, promote professional development through international experience, and lay the groundwork for future joint projects. Sweden’s educational experience offers valuable inspiration for Uzbekistan’s schools in areas such as innovative teaching approaches, lesson design, multilingual education, environmental awareness, creative thinking, and student development. As one of the initiatives of the “New Uzbekistan” project, such educational exchanges and opportunities create a foundation for nurturing the younger generation as leaders and key contributors to society.


As a gesture of gratitude, the Uzbek delegation presented children’s books in the Uzbek language to the Salem Library and the Mother Tongue Center. They also shared information about Uzbek culture and gifted samples of traditional fabrics and fruits from the sunny land of Uzbekistan.

Nordikning eng katta boyligisiz, aziz ustozlar!

Nordikning eng katta boyligisiz, aziz ustozlar!

Rektorimiz ustozlarning fidokorona mehnati, ilmiy salohiyati va qalb qo‘ri bilan qilayotgan mehnatlarini yuksak qadrlab, ularga yanada yorug‘ istiqbol yo‘lida kuch-g‘ayrat va omad tiladi. 


Ilmiy-amaliy faoliyatda yutuqlarga erishgan, yoshlar bilan samarali ishlagan, targ‘ibot va tashabbuslarda faol bo‘lgan ustozlar alohida taqdirlandilar!


Jamoa a’zolariga sovg‘alar ulashildi, musiqiy lahzalar va samimiy suhbatlar yanada ko‘tarinki ruh bag‘ishladi. 


Bayramona kayfiyat esa fotolarda aks etdi. 


Bayramingiz muborak aziz ustozlar! 

Nordik rektori - sharafli mukofot sohibi!

Nordik rektori - sharafli mukofot sohibi!

Shu jumladan, Xalqaro Nordik universiteti rektori, iqtisodiyot fanlari doktori, professor Sherzod Mustafakulov oliy taʼlimdagi yuksak kasbiy mahorati, fidokorona mehnatlari va soha taraqqiyotiga qo‘shayotgan munosib hissasi uchun “Oliy taʼlim aʼlochisi” ko‘krak nishoni bilan taqdirlandi.


Sharafli mukofot muborak, ustoz!

A New Step Toward Improving the Quality of Education

A New Step Toward Improving the Quality of Education

During the discussions, presentations of franchise and modern educational platforms were held, and opportunities for their integration into the national education system in cooperation with Nordic University were discussed.


In addition, agreements were reached to implement joint projects in school and preschool education programs within the framework of the meeting.

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