Made in Russia: A new national communications strategy in the works
Based on the session ‘Made in Russia. Creating a National Brand’ the Agency for Strategic Initiatives and Roscongress Foundation made a joint motion to thrash out a new National Communications Strategy in a bid to promote industrial, export, cultural, tourist and human capital of the Russian Federation within the framework of the Made in Russia National Brand project run by the Roscongress Foundation. The session proved to be one of the most popular at SPIEF 2017.
The strategy will serve to coordinate various approaches to promoting the country, concepts and strategies, as well as harmonize the Made in Russia National Brand, taking into account the ideas and interests of all relevant federal executive authorities, development institutions and business entities. The strategy will be implemented in the form of a top priority national project.
Today, every economic sector counts many players, including private businesses, federal executive authorities, development institutions and non-profit organizations. Most of them operate in isolation, sending sometimes conflicting and often incompatible messages into the media space. As a result, no single image of the country can be perceived. The National Communications Strategy will be put in place to resolve the problem.
"The results obtained by the Roscongress Foundation at the “Made in Russia. Creating a National Brand” session prove the need to shape a single National Communications Strategy with a view to promoting Russia’s industrial, export, cultural, tourist and human capital. The tasks set as part of the strategy can only be accomplished with a single tool for coordination and efficiency assessment of the government’s activities to promote all economic sectors, building and upholding the country’s positive image both domestically and globally. This said, we believe that the Roscongress Foundation, armed with the competences and tools required for developing such a national strategy, including the Made in Russia Brand, is well positioned to become a single centre of competence and coordinator of the task."
– Anton Kobyakov, Presidential Adviser
"The session ‘Made in Russia. Creating a National Brand’ revealed the urgent need to streamline the efforts of federal executive authorities, development institutions and business entities undertaken with common goals in mind, with a view to achieving systemic development and creating tools for shaping Russia’s image both domestically and globally. We believe that, by working out the National Communications Strategy, we will be making an important step towards ensuring a long-term efficient strategy for developing Russia’s public image."
– Svetlana Chupsheva, Chief Executive Officer, Agency for Strategic Initiatives
"As of today, we have already received 449 applications to take part in the Made in Russia National Brand project, and every week we get more applications from 8–12 companies. 19 companies have already launched branded goods into production and 30 more are planning the launch for the 2nd or 3rd quarter of 2017. The attention that the Roscongress Foundation’s session ‘Made in Russia. Creating a National Brand’ has drawn reflects the interest various parties have taken in the topic, but also clearly manifests the lack of unity among various federal executive authorities, development institutions and businesses in their understanding of how to promote the Made in Russia brand and the country’s image. It is with a view to providing a unified approach and taking all interests into account that we suggest creating the National Communications Strategy to promote Russia’s industrial, export, cultural, tourist and human capital."
– Alexander Stuglev, Chief Executive Officer, The Roscongress Foundation
