MarketingProfs

Greetings from Yerevan, Armenia, where I am “posted” with a Fulbright grant. My original assignment was to teach graduate school-level marketing. However, after a bit of confusion, the assignment was changed and I am now teaching public relations.

Public relations in a post-Soviet world is an interesting proposition. Before starting, I read Martin Nunn’s International Public Relations Association piece on public relations in the Ukraine and could feel my stomach bunching into a tight knot. And then I was informed that I was the FIRST to teach public relations at American University in Armenia. Bully for me.
After two weeks of teaching, I can honestly say I think we are seeing some light. It’s true, the students had no idea what public relations was (“relating to the public,” a young woman said confidently the first day of class). Now, after presenting the class with case studies about using public relations to promote public health, change attitudes toward the disabled and promote new technology products, I think I am getting through. A few have told me they understand the power of great public relations.
It’s tough, though. In the back row of the class sit my “dissenters” — a group of young men who associate public relations to Hitler and the worst propaganda abuses. “Public relations can be very dangerous,” they grouse and are convinced that I am just another crass U.S. marketer. I have responded that almost every profession can be used for good or bad. As yet, they continue to keep their arms folded. They will be my challenge, indeed.
I will keep you posted on my teaching assignment and my impressions of this country I have yet to figure out. It is an interesting mix of influence from both post-Soviet Russia and the hugely influential Armenian diaspora now living in the US. I know that I am fortunate to have this opportunity to take “my trade” beyond the borders of the U.S. …. believe me, I am determined to learn as much as my students from this adventure.