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Crisis Marketing

Askarova LolaLola Askarova

Marketing and strategy consultant


For marketers working in the financial services sector, in the countries where marketer is a young profession (most of the post Soviet bloc, including Kazakhstan), the unfolding 2008-2009 financial crisis which has already been called one of the worst in history and compared with the Great Depression, is the first crisis in their careers. Marketers are facing slashed budgets, redundancies, bankruptcies, drying up of once abundant funding and even the most reliable of financial institutions trembling under weight of past competitors going down and pressure from investors and creditors who are losing hope.

8 2009 | Viewed: 1 579 | Master-class | Read full
The interview is a great skill!

Irina GalkinaIrina Galkina, Editor-in-Chief, business magazine KIT

The brief course of journalistic skill

(possibly not in accordance with generally accepted theory)



One of the main prerequisites of this genre is the presence of extraordinary interlocutor. If a person is a gray mouse, interviewing him does not make any sense. He can't tell nothing interesting. The idea of such interview is obviously a failure.

Therefore, we interview only those who have achieved success, have a high status (unfortunately, not always reaffirmed with their intellect), who is interesting for the society and "has his own tsar in his/her head".

1 2009 | Viewed: 1 621 | Master-class | Read full
Credit card as a saving tool?

Askarova LolaLola Askarova

Marketing and strategy consultant

Tell me what your credit card is and I will tell you who you are.

If you are a credit cardholder, how are you using your credit card? If you are using it as a personal loan by withdrawing your line of credit, paying it back and closing your card account, you most probably aren't using your credit card properly. That's not what credit cards have been created for.

28 2009 | Viewed: 1 669 | Master-class | Read full
Analytics and journalism can be together

Tat’yana KudryavtsevaTat'yana Kudryavtseva

journalist with 8 years of experience

The question about analytical journalism has been raising debates for a long time. Many people think that a journalist doesn't have to make own conclusions concerning popular social events, public processes, but only establish facts. Others on contrast believe that an opinion about a situation and theoretical and practical problems of social development connected with it has to be expressed always.

The characteristics of analytical journalism is that it turns toward problem of choosing of effective ways in social development, reasons clarification, course of events conditions and changing of situations, grounds, motives, interests, intentions, actions of different social powers, correctness and basis for different points of view and ideas, finding out of modern contradictions in development tendencies.

23 2008 | Viewed: 1 812 | Master-class | Read full
When the marketing manager has to become a journalist

Askarova LolaLola Askarova

Marketing & Strategy Consultant

Marketing managers who work in financial services rarely have to deal with mass media directly as usually this is the responsibility of the PR or media relations department, besides financial services firms usually strictly control exposure to mass media. Despite this however, sooner or later comes the moment when a marketing manager has to deal with PR directly. For example, there may appear a need to announce the new product or service launch (press release, press conference), write an article on product benefits as part of a wider marketing campaign, distribute information kits to the mass media with the aim of publicity, prepare and publish interview with the firm's top management, let journalists have a closer experience with the product or service ("day in life") and even counteract the rival attack (the so called "black PR"). At the moment anti-crisis PR may also be on the agenda as financial services firms may want to emphasize their reliability and stability and disprove potential rumours.

Some of these tasks are handled by the PR or media relations department if the firm has got them and they have resources to service the retail division. However some of the tasks, such as preparing press release on the launch of a new product or writing product articles as part of a wider marketing campaign, will inevitably be assigned to the marketing manager, as a specialist most familiar with the products, services and their benefits.

23 2008 | Viewed: 1 351 | Master-class | Read full
Tips for a beginner in business journalism

Bakhytzhan ZhumalievaBakhytzhan Zhumalieva

independent journalist

The main tip that has always to be in mind is - not to do anything in a hurry. Before you start writing an article it is necessary to make preparatory work. Find out as much as possible about a company and its directors. Prepare model questions that have to be complicated, so you will avoid getting answer that will have only one meaning.

So, a journalist has to know business history of a company, time of its creation and development, environment or rather its share on a particular market. How and among whom the company's shares are distributed. And which role the management is playing in strategic decisions' making.

21 2008 | Viewed: 1 383 | Master-class | Read full
News in the Age of Money

By Diana B. Henriques

Financial Writer at the New York Times



Beginning in the early 1980s, the U.S. economy began to surge in harmony with the markets, churning out jobs and wealth. The author explores how well journalists have covered this age of money and dealt with its age-old temptations.


In 1980, I was working in New Jersey as an investigative reporter at The Trenton Times, trying to unravel the local angles of the FBI's wacky "Abscam" sting, in which members of Congress were secretly filmed accepting bribes from undercover agents posing as aides to an Arab sheik. By the end of 1982, I was a business reporter, covering the Latin American debt crisis for The Philadelphia Inquirer. The media monitor Dean Rotbart estimates there were only a few thousand business journalists in 1980. When his newsletter, TJFR Business News Reporter, first counted noses in 1988, there were about 4,200 of us in the top fifty newspaper markets and at national business publications in the United States.


10 2008 | Viewed: 1 727 | Master-class | Read full
In easy words

Tulegen AskarovTulegen Askarov

President, Business journalism centre "BizMedia"

When young colleagues or students ask how to tell about economic life in a professional way, I usually say: "Just remember that you are a part of this life from childhood!"

Really, when a baby comes to a shop-assistant to buy an ice-cream or a toy without assistance, but still under parents' control or when he/she puts a coin into a money-box he/she becomes a participant of economics and starts to learn ABC of market arithmetic. And by the time of becoming an adult many young people today have quite strong knowledge concerning economic life and can give odds to older generations. That's why I sometimes have to remember to youth that even without special education they have minimum level of knowledge about market economy and they talk about it in easy words just without paying enough attention.

20 2008 | Viewed: 1 547 | Master-class | Read full
Business Editing Tips

Compiled by Vince Rinehart of The Washington Post

It would be hard to find a subject more elemental, compelling and pervasive than money. But in many business and economic stories, all of that gets obscured by jargon, murkiness and just plain bad arithmetic. Copy editors willing to approach the subject from a very general, basic perspective- trying to think like someone reading a business or economic story for the first time - can play a useful role in making stories clear, accessible and accurate. We're the canaries in a coal mine - what induces coma in a copy editor is likely to have the same effect on most readers. It's often a copy editor who can remind a reporter familiar with all the inside terms not to impose them on people outside that field of expertise.

17 2008 | Viewed: 1 506 | Master-class | Read full
IFC trains journalists how to cover the corporate governance

Tulegen AskarovTulegen Askarov

President of Kazakhstan's Business journalism center "BizMedia"


Today's training, organized by International Finance Corporation (IFC), was devoted to the problems of corporate governance coverage in mass media. Independent economic observer, President of Kazakhstan's Business journalism centre Tulegen Askarov was invited to the meeting.

The mission of the trainer was to introduce principles and practice of effective corporate governance in Central Asia - region where the project of IFC is under realization - to those who inform large audience via press or electronic means of mass media.

8 2008 | Viewed: 1 366 | Master-class | Read full
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