PR Protection of Reputation: Subtleties of Translation
Under the market economy conditions, success is primarily measured on a material scale. That is the higher the value, or, to be more exact, merchantability of a particular brand (a product, corporate, personal one), the better. Depending on the sphere and the specifics of the activities, the mentioned merchantability is secured by a combination of various factors: originality of the product, its competitiveness, quality, reliability, etc. Yet the key role in all of this is played by an intangible asset, and its name is reputation. A good reputation is a pledge of high capitalization of a business, hence its value can be measured with the help of its reputation value. It is no coincidence that the importance of reputational assets grows manifold during the times of economic instability, internal and external crises.
A high-quality reputation can be as effective in developing a business as ruinous its loss can be for it. Social networks are becoming the main playing field forming the opinion and the demand, forging and destroying reputations against the background of the global internetization of the society. Correspondingly, a greater part of the work on enhancing and protecting reputational assets is being shifted into the Internet environment. Vitalii Maksymov, “Auto.TCH.ua” editor for “1+1 Studio”, will share his experience of communicating the necessary information to the target audience in social networks and media while minimizing the “side effects” of the Internet communications. His presentation is “Working with Toxic Objects of PR Promotion”.
Nowadays, PR wars and greenmail are no rarities at all. Our speaker, Tetiana Shulga, a managing partner of RED Community Association, knows what one should pay attention to when developing PR protection of the company against raiders’, competitors’ and authorities’ attacks, how to win over the public opinion and the media in order to resolve the crisis with minimal losses and minimal damage to the reputation. Her report “Greenmail: Methods of PR Counteraction” is in the first part of the Festival’s agenda.
Not always can reputational security be guaranteed purely by PR technologies or, vice versa, by protecting honor and dignity of a legal entity or a private person in court. It is much more efficient to employ a set of communications and legal techniques. The well-known lawyer Andriy Tsygankov will explain how to do it in his report “Strategies of Legal and PR Protection of Reputation: Synchronizing in the Name of Success” to be presented during the forthcoming Festival.
The guests of the Festival will be provided with more information on PR protection of corporate reputation within the second part of the agenda, during the panel “Close Together in the Fight for the Business’s Reputation: PR and Corporate Security of the Business”. Its participants are to become Olena Derevyanko, vice-president the Ukrainian PR-League, partner at the PR-Service Agency, Hanna Lichman, head of PR and Media Relations at the ATB Corporation, Vira Tarasenko, PR director in Forward Bank, Ievhen Zahorulko, head of PR in the Smart-Holding, Serhii Pogrebnoy, partner at Sayenko Kharenko and chairman of “Association of Corporate Security Professionals” Non-Governmental Organization.
We would like to remind you that the XVI International PR-Festival “Communications of Tomorrow: A Puzzle of Success” is to be held in the Grand Hall of the capital’s Khreshchatyk Hotel on March 29, 2018. It is traditionally held under the auspices of the Ukrainian PR-League; its organizational partner general is the PR-Service Agency.