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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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Address of the Rector of the Nordic International University to Students and Parents
One of the most serious problems putting our society at risk today is the spread of drugs and narcotic substances — criminal activities that pose a grave threat to the health and future of our youth. In a time when vigilance is more important than ever, our foremost duty is to ensure that students grow not only academically, but also as morally, socially, and physically healthy, well-rounded individuals.
Drug addiction does not only harm personal life — it destroys families, breaks connections with friends and society, and even deprives young people of future opportunities. Every young person must understand the value of life and feel a sense of responsibility for their own health and intellectual development. Drug-related crimes are not only violations of the law, but also serious offenses that undermine human dignity.
Therefore, the administration and community of Nordic International University call on all students to:
Deeply understand all the dangers and risks associated with drugs and illegal substances
Build strong social ties with friends and family
Lead a healthy lifestyle and engage in sports regularly
Never hesitate to seek help when facing difficulties!
Dear parents!
It is essential that you always serve as supportive and guiding figures in your children’s lives. Not only encouraging them to seek knowledge, but also sharing life experience and showing the right path will help protect them from the severe consequences of drug abuse and criminal behavior.
Together, we can safeguard the future of our youth and contribute to maintaining a safe and healthy environment in our society. A single moment of neglect can cost a child their entire future…
Therefore, let us treat vigilance and responsibility as core values!
On behalf of Nordic International University, we call on every student, parent, teacher, and community member who cares about the future: protect your life, your health, and your future. Stay far away from drugs and narcotics!
Wishing you peace, health, and a prosperous life!
Sherzod Mustafakulov
Rector of Nordic International University