Irkutsk
Ulan-Ude

Blagoveshchensk
Chita
Yakutsk

Birobidzhan
Vladivostok
Khabarovsk

Magadan
Yuzhno-Sakhalinsk

Anadyr
Petropavlovsk-
Kamchatsky
Moscow

This text is translated into Russian by google automatic human level neural machine.
EastRussia is not responsible for any mistakes in the translated text. Sorry for the inconvinience.
Please refer to the text in Russian as a source.

"Promoting the Far Eastern Regions Needs Information Accents"

"Promoting the Far Eastern Regions Needs Information Accents"

Vladislav Shulaev

Co-Chairman of the RASO Committee for Branding and Promotion of Territories, Director for Promotion of the Territories of the AGT Communications Agency

AGT experts told EastRussia what and how Russian regions were reported in foreign media in 2014.

The Smyslografiya analytical agency, which is part of the AGT communication group, and Dow Jones conducted a regular study of the perception of Russian regions by the leading English-language media. The methodology developed by Smyslografiya agency specialists includes a quantitative and qualitative study of references to the subjects of the Russian Federation, analyzed using the materials of the Factiva.com information and analytical service in the TOP-100 leading English-language media, including The Wall Street Journal, Dow Jones Newswire, The Economist, The Guardian , Washington Post and others.

The total score assigned to each territory takes into account the assessment of the region both in the number of its references and in the proportion of favorable publications. Moscow was excluded from the general rating, since its comparison with other subjects of the federation was considered methodologically incorrect due to the federal and international agenda connected with it. Also, the Republic of Crimea and Sevastopol were not taken into account in the ranking, since there was no basis for them to compare with the previous period.

TOP-10 ranking, 2014 year

Current location in 2014 year

Region

Overall score

Change in rank in comparison with 2013 year

1

The Republic of Tatarstan

141

+6

2

Perm

140

+4

3

Sakhalin Region

139

-2

4

KhMAO-Ugra

137

-1

5-6

Samara region

136

+4

5-6

The Republic of Mordovia

136

31

7

Tula region

135

58

8

Tomsk region

131

-6

9-10

Krasnodar

127

-5

9-10

Primorsky Krai

127

+1

As in the previous year, Russian regions appear in foreign media primarily in connection with sports events (especially matches of the football premier league), as well as in connection with projects in the fuel and energy sector. This is especially true in relation to the subjects of the federation that took the top lines of the rating. In addition, it should be noted that the TOP-10 has a high level of continuity of results compared to 2013. Only two regions from the top ten were not represented in it a year earlier - the Republic of Mordovia and the Tula region.

Leadership in the rating was captured by the Republic of Tatarstan, and this is due to a very large extent with sports stories - both current and promising. From the first, one can note the performances of FC Rubin, and from the future - the holding of the World Aquatics Championship in Kazan in 2015, as well as the matches of the World Cup in 2018. In general, football plays the role of almost a key driver in the international promotion of Russian territories: for both newcomers to the top ten in the ranking, 2014 was marked by the entry of the respective regional team into the top division of Russian football (Mordovia, Arsenal). In the case of Mordovia, additional interest from foreign media was caused by the choice of Saransk as one of the cities for the 2018 FIFA World Cup. In the Tula region, another story that attracted attention abroad turned out to be not related to sports: it concerns the construction of the Great Wall Motor car plant.

The Khanty-Mansiysk Autonomous Okrug acts as a kind of model of the Russian region, interesting for the English-language media due to the combination of two key components in its agenda that attract special attention, namely sports and oil. Along with the discussion of the resource potential of the territory, foreign media did not fail to touch on the theme of the World Chess Championship held in the region and the annual biathlon World Cup.

From the leading Russian regions, the same can be said about the Samara region (whose football team, however, left the Premier League at the end of the 2013–2014 season) and about the Republic of Bashkortostan, which is directly adjacent to the top ten (11th line of the rating), where, along with the arrival of FC Ufa in the top football division, the media drew attention to the activities of Bashneft.

On the contrary, the Sakhalin Oblast and Primorsky Krai are mentioned exclusively in the context of oil and gas projects: Sakhalin-1, Sakhalin-2, Vladivostok-LNG. It is significant that, along with production, foreign media pay attention to the export of oil products from the Sakhalin Region and liquefied natural gas from Primorye.

The decline in positions in the ranking in 2014 is sometimes less due to natural or man-made emergencies, and to a greater extent - claims of foreign media, which sometimes have a political connotation. For example, the loss of a place in the TOP-10 by the Kaliningrad region is explained by an increase in materials of a negative nature, in which the region is linked to the "military threat to Russia", violation of the airspace of the European Union, the refusal of the Russian Federation from an agreement with Lithuania on mutual military inspections carried out on Russian territory. in the Kaliningrad region.

At the same time, in other cases, traditional factors also retain significance. Thus, the record fall of the Saratov region (which lost its 42 position) was due to the coverage of the fire in the English-language media at the Rosneft refinery in the region, as well as the illegal activities of a local resident who wrote and sold computer viruses.

Vladislav Shulaev, director of territorial promotion of the AGT communication agency, highlighted several aspects in the next communication rating, including those related to the regions of the Far East. “It is noteworthy that according to the results of 2014, not a single capital of the federal district remained in the top ten leaders of the Russian rating. This is a fixation of the emerging tendency that in interaction with the foreign information field, the administrative resource is not decisive. The Far Eastern Federal District is no exception, where the leadership of the Sakhalin Oblast in the English-speaking media field has been confirmed for all four years of the rating, ”Shulaev notes.

According to him, according to the study, the regions of the Far East in 2014 were characterized by "paired" leading news stories. The visits of the President of Russia were among the main news of the Khabarovsk Territory and the Republic of Sakha (Yakutia): Vladimir Putin's New Year's address sounded from Khabarovsk, and the President's visit to Yakutia was associated with the start of the construction of the Russia-China gas pipeline. The trip of the North Korean ambassador was among the events most noticed by foreign media in the Primorsky and Khabarovsk regions. Interaction with China became the main news topic of the English-language media field for the Jewish Autonomous Region (trade relations of the region with the Chinese province of Heilunjiang) and for the Amur Region - infrastructure projects with China and the activities of Chinese resellers in connection with the ruble exchange rate.

The accident of a South Korean ship in the Bering Sea became one of the main topics of messages about Chukotka and the Kamchatka Territory - the situation was commented on by the rescue service of Petropavlovsk-Kamchatsky. For Chukotka and Yakutia, information drivers were also prehistoric finds: a giant Stone Age virus found in permafrost in Chukotka and a Yakut mammoth exhibited last year in Moscow. The Sakhalin Oblast and the Republic of Sakha (Yakutia) were mentioned more often in international commentaries on sanctions.

Only the main foreign news of Magadan turned out to be "unique": the emphasis on Ukrainian refugees who came to Russia and settled in Magadan, as well as the growing popularity of extreme tourism by foreigners in the Magadan region. Another notable Far Eastern topic in the foreign media field was the test of the Bulava missile with the defeat of a conditional target on the Kamchatka Peninsula, ”says the expert.

As for the use of key informational reasons - "passes" in the English-speaking media field, the eastern regions of Russia used them only partially. Not a single region of the Far Eastern Federal District took advantage of the information dividends of major sporting events for promotion in the English-speaking media field. Ice hockey and bandy, popular in the Russian East, do not provide such a media effect as football and the stages of the Biathlon World Cup. The discoveries of new deposits and the beginning of their development, if they were in 2014, did not become the property of foreign media, Shulaev emphasizes.

The expert adds that “the long-term entry of the Sakhalin Region into the number of Russian regions-leaders in foreign media demonstrates an example of an effective communication standard for an investment-friendly presence in the English-language information field. This standard set can include an annual international industry forum, a regional news agency and regular news of projects of the largest world and Russian manufacturing companies in the region. "

So, following this standard, you can confidently prescribe some predictable steps in terms of effectiveness to promote the regions of the Far Eastern Federal District in foreign media and increase investment attractiveness. First, we look forward to the return of the annual international forum in Vladivostok, which publicly continues the APEC-2012 cause. Secondly, the influence of the Power of Siberia brand should be converted into a forum of the same name dedicated to the modern energy sector of the macroregion. It would be logical to hold it in Yakutia, because so far the republican Chayandinskoye field will be the main source of gas planned for transportation. In addition, in Yakutia, one of the sunniest territories in Russia, an alternative - solar - energy is now actively developing.

Third, given the intensity of the flow of news on cooperation with China and the prospect of such cooperation, an emphasis is being asked on the form of a specialized annual Russian-Chinese event, such as a forum-exhibition, in Birobidzhan or Blagoveshchensk. Finally, Khabarovsk should clearly state its status as Russia's eastern gate in the media field. Possessing a unique intermodal transport hub, located not so far from the space port under construction Vostochny and the ice-free seaport of Vladivostok, Khabarovsk can claim to hold a regular logistics forum on the eve of the construction of the landmark gas pipeline and high-speed trans-Siberian trunk line.

DFO rating, 2014 year

Current location in 2014 year

Region

Overall score

Change in rank in comparison with 2013 year

3

Sakhalin Region

139

-2

9-10

Primorsky Krai

127

+1

14

Khabarovsk Krai

122

+8

25-28

The Republic of Sakha (Yakutia)

100

+6

45-46

Kamchatka

81

0

49-50

Amur Region

75

24

49-50

Magadan region

75

22 th

66

Chukotka Autonomous Okrug

51

33 th

74-75

The Jewish Autonomous Region

39

+3

At the same time, efforts to promote the regions should be regular, otherwise there is a high probability of a serious loss of positions. “The example of the Altai Territory, which lost 41 positions in a year, is indicative. In 2014, the Altai Territory actually did not engage in its own promotion in the English-speaking media field and took 77th place out of 82 regions, thereby significantly reducing the effectiveness of its largely exemplary work to create investment and tourism attractiveness, "Shulaev emphasizes.

In the opinion of Grigory Kislin, director of the analytical department of the Smyslografiya agency, the rating of regions-2014 substantially continues the trends that were outlined earlier. “The information and image impulse that the Far Eastern territories received thanks to the 2012 APEC summit is still reflected in the global information space. The consistently high positions of the Sakhalin Oblast and Primorsky Krai indicate that the Anglo-Saxon media understands the importance and long-term nature of Russia's turn in the Pacific, ”Kislin notes.

The full version of the study can be found on the website of the Analytical Agency "Smyslography" in the section "Research».

January 19: current information on coronavirus in the Far East
Digest of regional events and latest statistics