Vyacheslav Lashchevsky: Strategic vision is the basis for communication promotion.

24 September 2018

Vyacheslav Lashchevsky: Strategic vision is the basis for communication promotion.

September 20, 2018 in Kaliningrad, within the framework of the forum of the Public Chamber of the Russian Federation, a discussion was held on the theme "Territory's image. Information and communication promotion of regions and municipalities". The moderator of the round table was the chairman of the board of directors of the communication group AGT, a member of the Public Chamber Vyacheslav Lashchevsky. In his opinion, for successful promotion of regions and municipalities, it is necessary to create a platform for a territorial brand. And do it on the basis of a systematic approach.

"Forming a strategic vision, a systematic approach is the key for regional advancement," -Vyacheslav Laschevsky said. He stressed that over the past 20 years almost all Russian regions and active cities have come to a conscious promotion. Their accumulated experience confirms the need for joint efforts: the initiatives of the authorities and the public, the involvement of the media and the use of proven methodologies and technologies. In addition, a unified strategy for the advancement of the territory will anticipate possible conflicts among disparate projects.

Among the tactical moves that proved their effectiveness in building the image of the territory, Vyacheslav Lashchevsky called local festivals and international forums. The first reflect the economic specialization of the area, the latter - the sectoral.

At the event, the director for the promotion of the territories of AGT agency Vladislav Shulaev spoke. He analyzed the existing image and the possibilities of creating a territorial brand of the westernmost region of the country. In particular, Vladislav Shulaev noted that "Kaliningrad projects and events lack the energy of media drivers". As such media drivers, he singled out the 300th anniversary of the birth of Immanuel Kant and the unique Museum of the World Ocean. Vladislav Shulaev also suggested to representatives of the region to consider the idea of ‚Äč‚Äčorganizing a Russian ballet in the field of the festival, based on the most famous Nutcracker ballet based on the fairy tale of Hoffmann, a native of Koenigsberg. "Such a festival could attract significant tourist flows to the Kaliningrad region not only from other regions of the country, but also from neighboring countries: Lithuania, Poland, Germany," said Vladislav Shulaev.¬†