PR expert about the technologies of circulating the subject of the Armenian Genocide
Co-founder of the IDeA Foundation, philanthropist and businessman Ruben Vardanyan’s «100 Lives» initiative, in recent days, has become a subject of attention for many people, including the international media. The program launched ahead to the centennial of the Armenian Genocide is aimed also at raising the issue of demand on the Armenian genocide not recognized by Turkey through the initiative aimed at prevention of genocides. To the question of what impact the Armenian businessman’s initiative will have on circulating the information about the Armenian Genocide throughout the world and what PR technologies are used, “Aravot” talked to the Head of the “Armenian PR Association” Scientific-Educational NGO Astghik Avetisyan.
According to her, if we talk by the PR terminology, the “leader’s opinion” technology was used, which is the most effective. “It is the use of well-known human factor to involve the Hollywood celebrities in a process that enable 100 years later to say thank you to the people who have supported, extended their hand and helped the survivors of the Armenian Genocide. In this regard, I must say that Ruben Vardanyan’s initiative was really worth paying attention and made as appropriate, because when you look at the website, you can see that it is in six languages, and everyone can join and introduce his story, and these stories will be consolidated into one story that Turkey denies to this day, and the majority of the Turkish society denies because actually they are not informed and do not know the history,” says Ms. Avetisyan.
She mentioned that Flora Martirosyan before her death had an idea of such an initiative. She was going to give a concert with famous singers Eric Bennett, Stevie Wonder and other celebrities under the title “Never Again” which was also aimed at recognizing the Armenian Genocide. Astghik Avetisyan opines that Ruben Vardanyan has chosen a right move and has worked with the target groups, has brought the Hollywood celebrities and human rights activists together who are fighting against genocide, which as of today has its small displays in various parts of the world. “She has taken globally and privatized specially. All of them are fighting against the notion of preventing and condemning the genocides.” Ms. Avetisyan considers very interestingly that Ruben Vardanyan has chosen the image of genocide survivor Arshaluys-Aurora Mardikyan and name the award in her memory. “People did not know about her, so do we, Armenians, it is felt that it is a very well worked out project. We know that such a film was shot in 1919, which was called “Ravished Armenia”, where a child was shot who has seen and revived this entire barbarism during the Armenian Genocide.”
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Speaking about the role of the Diaspora in the Armenian Genocide recognition, Ms. Avetisyan noted that there is not adequate work done here. “I would not say that the Diaspora operated as one, because each of them acts with small initiatives, and the lobbying groups that are working in different countries on recognition of the Armenian Genocide, were successful in some places while in other places, no, but in general, the places where they were successful, they were organized and had a serious approach to the work. It is necessary to be coordinated with work. The parties there do not work with one another, if one works in one project, the other one definitely will not take part in the project. However, it is necessary to overcome the internal disagreements, because the problem is global, and all the efforts should be directed to one direction,” says Ms. Avetisyan, adding that not all countries are aware of the Armenians and the Armenian Genocide, we should use the people living in the Diaspora, who have reputation.
Speaking of our diplomatic corps accredited in various countries on how they should work to widely circulate the information about Armenia, Ms. Avetisyan said, “The Diplomatic Corps of our country are working with the media of given countries. As mass media are the ones who develop public opinion, in this regard the task is lacking. The initiatives and events that are organized should be addressed by the language and vocabulary of given country, delivered to the population of given country, thus we can record greater results.”
Ms. Avetisyan tells that they have recently implemented a project in Budapest, a flash mob on the subject of the Armenian Genocide, which was attended by representatives from 32 different countries. “We wanted to cooperate with the existing outlet, we turned to the Armenian community, but they had no contacts, in other words, there is no cooperation. And today, I see on TV that the Lithuanian Ambassador is speaking, then I change the channel and see that Polish ambassador is giving a press conference at one of the press clubs. In other words, they are using our media in our country. Look how they responded to Ruben Vardanyan’s initiative because this is a very well thought and worked-out plan. If we think
