Image building in the International Media:

Image building in the International Media:

Finlandia Communications in

RussiaKATERINA TSETSURA

By Kate Monohan

Finlandia Communications in

RussiaKATERINA TSETSURA

By Kate Monohan

Summary of Case StudySummary of Case Study

• Image importance for companies & countries

• Finland cultivating image to stimulate trade relations with Russia

• 2001-2003 campaign by Russian PR agency focusing on Finnish branding

• Relied largely on media relations• Was considered successful

• Image importance for companies & countries

• Finland cultivating image to stimulate trade relations with Russia

• 2001-2003 campaign by Russian PR agency focusing on Finnish branding

• Relied largely on media relations• Was considered successful

ResearchResearch• 2000: Russian marketing research

showed to find how Russians perceived Finland as country, producer

• Russians associated Finnish goods with Soviet Union era when trade was active

• Media showed nature, tourism not goods to Russians

• Product origin confusion, outdated view

• 2000: Russian marketing research showed to find how Russians perceived Finland as country, producer

• Russians associated Finnish goods with Soviet Union era when trade was active

• Media showed nature, tourism not goods to Russians

• Product origin confusion, outdated view

Objectives/goalsObjectives/goals• Goal: reputation management for

Finland and Finpro companies• Objectives:

– Media awareness of country/products– Develop positive impression of “Made in

Finland”– Change stereotypes– Ensure permanent presence of Finpro– Coordinate PR w/marketing & advertising

• Goal: reputation management for Finland and Finpro companies

• Objectives:– Media awareness of country/products– Develop positive impression of “Made in

Finland”– Change stereotypes– Ensure permanent presence of Finpro– Coordinate PR w/marketing & advertising

StrategiesStrategies

• Action: – media training for Finnish execs– Special events– Promotions/contests– Constant media monitoring/contact

• Communication:– Defining key, positive messages

based on industries

• Action: – media training for Finnish execs– Special events– Promotions/contests– Constant media monitoring/contact

• Communication:– Defining key, positive messages

based on industries

TacticsTactics• Media lists updated frequently

– (150+ people, 100+periodicals)• Contest: “Do you know Finland?”• Media tours in Finland for Russian journalists to see

production/offices– E.g.: “sauna day” at Harvia

• Press conferences, briefings, lunches• Website www.finpro.ru showing participant companies,

Finland info, used by consumers/media• Media meetings at Moscow Finnish embassy tying into

Finland holidays• Media training for executives to communicate to

Russian journalists

• Media lists updated frequently– (150+ people, 100+periodicals)

• Contest: “Do you know Finland?”• Media tours in Finland for Russian journalists to see

production/offices– E.g.: “sauna day” at Harvia

• Press conferences, briefings, lunches• Website www.finpro.ru showing participant companies,

Finland info, used by consumers/media• Media meetings at Moscow Finnish embassy tying into

Finland holidays• Media training for executives to communicate to

Russian journalists

EvaluationEvaluation• Objectives achieved based on high

positive clip count• Press not paid for in 500 publications,

rare in Russia• Hard to evaluate hearts and minds

about Finland based on coverage alone• Some companies only did promotional

activities, frustrating Finpro plan

• Objectives achieved based on high positive clip count

• Press not paid for in 500 publications, rare in Russia

• Hard to evaluate hearts and minds about Finland based on coverage alone

• Some companies only did promotional activities, frustrating Finpro plan

AnalysisAnalysis

• 2001-2003: too long?• Research before, but not after?• Participant companies disagreeing on methods

diluted image-building campaign• Media training, helped? Proof?• Target publics defined by company/industry

– Most were 25-60yrs upper-middle class in Moscow/St. Petersburg

– No explanation of how this was determined besides they have “expendable income”

• Fast-paced Russian business culture clashed with Finnish slow pace to respond to requests.

• 2001-2003: too long?• Research before, but not after?• Participant companies disagreeing on methods

diluted image-building campaign• Media training, helped? Proof?• Target publics defined by company/industry

– Most were 25-60yrs upper-middle class in Moscow/St. Petersburg

– No explanation of how this was determined besides they have “expendable income”

• Fast-paced Russian business culture clashed with Finnish slow pace to respond to requests.

Questions from text:Questions from text:

• Text pg. 281 #4&9– How would you determine what publics might

consume Finnish products if conducting this campaign? How measure what they value & find attractive? Describe your research method? (sample, type of study)

– How would you evaluate success in this campaign reliably and validly to show a caused change in perception of Finland held by Russian publics?

• Text pg. 281 #4&9– How would you determine what publics might

consume Finnish products if conducting this campaign? How measure what they value & find attractive? Describe your research method? (sample, type of study)

– How would you evaluate success in this campaign reliably and validly to show a caused change in perception of Finland held by Russian publics?

Thanks!

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