Russia's Use of PR as a Foreign Policy Tool

Author(s): Robert Orttung
Editor(s): Stephen Aris, Matthias Neumann, Robert Orttung, Jeronim Perovic, Heiko Pleines, Hans-Henning Schröder
Series: Russian Analytical Digest (RAD)
Issue: 81
Pages: 7-10
Publisher(s): Center for Security Studies (CSS), ETH Zurich; Research Centre for East European Studies, University of Bremen; Institute of History, University of Basel
Publication Year: 2010

Public relations plays a major role in Russian domestic politics and its foreign policies. Vladimir Putin relied heavily on PR to establish his initial image in Russian politics. In foreign policy, the Russian state and corporations have hired Western PR firms to improve their image abroad. They have also engaged in a number of other techniques, from establishing a global television network to sponsoring a German soccer team. Russia itself seems to have derived few benefits from these efforts, particularly since self-inflicted wounds which result in extensive reputational damage tend to overshadow the benefits gained from successful PR campaigns. However, Russian companies such as Gazprom seem to gain some positive results from their efforts to promote business relationships.

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