Communications Now and Tomorrow: Why You Need It!
YEREVAN, March 23, /ARKA/. Interview with Armine Zakaryan, CEO Strategic Communication Agency Deem Communications.
ARKA- How would you describe the communications sector in Armenia? How did it change over the past years and what can we expect in the future?
Armine Zakaryan- The communications sector in Armenia is rapidly expanding. About seven-eight years ago, Public Relations developed as a separate sector with its approaches and tools. Western viewpoint affected the sector significantly, and different PR agencies were established during that time. Considering the latest trends, however, we can say that integrated communications solutions – where PR and Marketing work hand in hand – are more effective today. On the contrary, digital marketing is rapidly becoming an integral component of communication making it more transparent, two-way, and swift.
ARKA- How did DEEM contribute to the development of the communications sector in Armenia?
Armine Zakaryan - Since its establishment in 2006, DEEM has attached special attention to the development of the communications sector by addressing the needs in the local market. It has introduced innovative methods which were at times considered by clients as quite bold.
For five consecutive years, DEEM organized the PR Summit Armenia – an annual professional event, to which we invited leading PR professionals from the USA, UK, Sweden, Russia, Lebanon, and other countries to share their valuable knowledge and expertise with the local professionals. During the first few years, we also introduced different solutions to enlivening festivals in Armenia.
We initiated and organized the Winter Fest Armenia, during which we reintroduced the character of Kaghand Papee (Armenian Santa Claus). As part of the fest, we organized a Santa Run contest, a Christmas parade with different characters, and many other events. We also supported the ReAnimania International Animation Film Festival, the Golden Apricot International Film Festival, and Popok International Advertising Festival. We were one of the first agencies to have organized flash mobs in Armenia.
We also created interesting alternative formats for the media. Speaking about the development of the communications industry, I can say that much has changed in the creative (visual) sector. For example, in 2006, when DEEM was a newly established company, the culture of having a brand book was quite new in Armenia. Designers created logos but using them was not considered a priority. DEEM team also made a major effort in the development of the Gyumri city brand as part of our CSR strategy. It was quite a big project. We conducted comprehensive research with an array of surveys and developed the city brand based on the results. Earlier we had created the logo for one of the tourism agencies of the Artsakh Republic with all its communications components: from outdoor and print ads to a website and SM activation.
Today DEEM is a member of leading international communications networks – the CSR network of Ketchum, a top PR agency, and Media Consulta, an international PR network based in Germany. Since 2010, we are a member of AmCham, which is a comprehensive platform between local organizations. Recently, we became a member of the Union of Advanced Technology Enterprises (UATE).
ARKA- Business sector witnessed major changes in the past years. How is the communications sector adapting to these changes?
Armine Zakaryan- Indeed, the business sector has significantly changed both in Armenia and across the world. We are witnessing major developments due to the emergence of modern technologies, investments, tools, and knowledge. Life can be divided into two stages: before and after 2020. Right after the outbreak of the pandemic, we switched to remote work and adapted our working style to the existing challenges. For example, we demonstrated a high level of agility to develop a large-scale online campaign in just two weeks. The client was a bit hesitant about taking the risk, as the campaign tactics had completely changed due to the new situation that we all found ourselves in. But we decided to confront the challenge because we believed in our capacity, and we succeeded. We proved that everything is possible, especially when there is a strong team spirit and enthusiasm.
Speaking about the business sector, we worked more with IT companies in 2021 as there is a vast potential there. However, the sector is also facing internal and external communications problems, and we are trying to offer targeted solutions. DEEM has been exploring the peculiarities of the sector while working with companies and startups in telecommunications and software development, as well as the Internet providers.
ARKA- What is strategic communications and how does Deem Communications apply it?
Armine Zakaryan- Strategy is at the core of any project, any activity. All organizations, regardless of their nature, should have a well-developed strategy, because they cannot succeed with stand-alone actions. They should have a clear vision, a well-identified target audience, a message, and tools for reaching their goal. In some cases, upon the agreement with the client, the strategy should also include a crisis management plan. Usually, clients do not prioritize having that until they face the first crisis. We had such a case in our experience when the client was facing a major issue. Luckily, it did not become a crisis due to the targeted steps and 24/7 availability of our experts.
In the past ten years, DEEM strived to strengthen its consultancy capacity, and now it offers quality services to those who need the expertise of top communication strategists. Today DEEM provides consultancy services to private, public, and non-governmental organizations.
ARKA- What is the key to implementing successful communication campaigns?
Armine Zakaryan- Being open to new methods, having a well-developed strategy and skillset, accurately assessing the resources and capacity of the team, timely analyzing possible risks and factors are all key to having a successful campaign. I can recall the large-scale festivals, conferences, and high-level events that we organized as part of these campaigns. In this respect, many people note that they have learned a lot from DEEM and are using the new knowledge in their work.
ARKA- What is your message to the organizations that are willing to improve their communication skills?
Armine Zakaryan- With many different options in the market, I would recommend moving forward with reliable agencies and applying tools that are up-to-date and effective. I would also recommend turning to experts and specialized agencies with the availability of the entire team working for you. After all, your success is our success. Let me share the approach that our company has adopted. For the last few years, DEEM has been practicing hope-based communications as a key direction. It guides our partners and us through the developing strategies. As a matter of fact, hope is the driving force for new developments in any field and any aspect of life.
ARKA- What are the communication trends for 2022?
Armine Zakaryan- Hope-based communications will stay in trend in 2022. Today’s hope-based messages are replacing fear appeals that were more commonly used before (for example, in healthcare and road traffic awareness campaigns). Hope-based communications inspire hope and optimism. It promotes the values and solutions we want to see in the target audience with the ultimate goal of affecting behavior change.
Digital marketing remains a key communication direction with a more widespread use of digital tools. Influencer marketing is also one of the 2022 trends as a means of reaching larger audiences. Hybrid events gained traction in 2020-2021 due to the pandemic. They will also stay on-trend. In the creative sector as an essential component of the communications industry, we will see bold and expressive design spiced up with contrasting colors, 90’s retro-futurism icons, and surrealistic style. -0-
