Business Success in The NIS:
The Essential Role of Public Relations
By Ronald R. Pope
Published in BISNIS Bulletin, June 2000

Nine years after the collapse of the Soviet Union and the start of market reforms, a substantial percentage of the public in the former Soviet Union is frequently wary of foreign businessmen. Despite this attitude, and other obstacles, there clearly is tremendous opportunity in this emerging market. However, working successfully in the region requires, among other things, overcoming the population's "greedy capitalist" view of foreign businessmen. To earn the respect of the people they are dealing with and the acceptance of the local population, foreigners must effectively present themselves as "good neighbors," rather than exploitative capitalists who have come to town only to take advantage of cheap labor and bribe-taking officials.   

 Russian culture, in particular, puts a premium on "personal relationships." Specifically, many Russians are not inclined to do even the jobs they are being paid to do for "just anyone."  Embedded in this culture is the view that it is best to "do favors" for those who are known to reciprocate. In other words, in dealing one-on-one with Russians, it helps a great deal to have a reputation for contributing to the welfare of others. That way Russians will not feel they are "wasting their time" when they do something for you.

The Importance of Good PR

Responding effectively to these cultural factors requires a well thought out public relations campaign that takes into account the idiosyncrasies of post-Communist society and the specific needs of each community. The key to long-term success lies in identifying needs and formulating an approach whereby the community as a whole will benefit from your presence, not just those lucky enough to be hired by your firm—or the local businesses that you are working with. In this way, the community will have a vested interest in your success—and it will be much easier to obtain needed assistance when problems inevitably arise. An added, and potentially very valuable, benefit of a positive public image is that local officials will find it more difficult to ignore your legitimate interests or to demand bribes.

An effective public relations campaign does not have to be expensive. For example, linking local doctors and nurses with their Western counterparts can result in improvements in medical care in the host community, in part through a significant boost in morale. You can make an inexpensive direct contribution by including donated medical equipment with any shipments you make. Providing used computers to local schools, especially where no computers currently exist, can also be quite helpful.

Many large companies that have entered the Russian market have already undertaken major public relations programs, but this type of effort is also suitable for small- and medium-sized companies. Since building a model American home in Vladimir (located about 110 miles northeast of Moscow) in 1992, my company, Serendipity, has acquired substantial experience with not-for-profit projects, including a successful American English and culture program and assistance to the local basketball program. For example,
Serendipity organized a trip to Vladimir by an experienced U.S. high school basketball coach. More than 50 Russian coaches attended the coach's main clinic, and everyone agreed that it was an excellent program. As a result of these "outreach" efforts, Serendipity has developed a variety of contacts, is given a fair hearing when it needs assistance, and is treated with respect, whether by the city gas company or by the judicial system. In short, people do not feel they are wasting their time when they assist us.
 
This report is provided courtesy of the Business Information Service for the
Newly Independent States (BISNIS)

Walking down the frosty streets of Vladimir, one is hard pressed to find any signs of Western culture. All around are symbols of old Russia: the glorious Golden Gates, the imposing Uspenskii Sobor, the babushkas selling potatoes at the markets. In contrast to many European cities, and indeed, to Moscow and St. Petersburg, it is nearly impossible to find a billboard written in English. Vladimir is, in almost every respect, hard-core Russian.

Or so it would seem. One's initial impression of Vladimir is sure to change with a bit of investigation. Ask any cab driver in town what "Letne-perevozinskaya, house 3" means and he'll say, "That's the address of the American Home." Talk to the English-speaking students at the Pedagogical University and many of them will tell you they study at the American Home. Turn on the television and you'll see a group of enthusiastic American Home teachers wishing the people of Vladimir a Happy New Year. In short, the American Home has become something of a legend in this sleepy winter wonderland. With approximately 250 students taking classes every semester, the interaction between Russians and Americans has reached new heights.

The American Home exists not only to provide its students with high-quality English instruction, but to spice up the study of English with cultural information and American humor. At the Home, becoming familiar with American slang and colloquial speech plays as great a role as mastering English grammar. Students are encouraged to do everything they can to effectively communicate with each other during class. And the learning doesn't stop there. Three Saturdays a month, students are invited to watch English-language movies in the American Home "rec-room." In addition, upper-level students are welcome to participate in English Club events which are held at least once a month during the academic year. Such events have included parties for Halloween, Christmas, Valentine's Day, lectures given by teachers and guest speakers, and baseball games on the lawn.

While one obvious reason behind the American Home's success is its emphasis on fun, another important factor is the incredible opportunity that it has made available to the people of Vladimir. A large percentage of the locals have never left Russia. Some of them have not made it as far as Moscow. But here, only a trolley bus-ride away from their homes, is a bastion of American culture. Six native speakers. Hundreds of books and magazines. Dozens of films. America, the beautiful, right in Vladimir's backyard.

Among other things, studying at the American Home has prompted many of our students to inquire about exchange programs in the United States. To aid them in these endeavors, we have invited study abroad program representatives from Moscow to speak on several occasions. Our students are now aware of the countless options they have. A substantial number of them are eager to study in American universities and are grateful for the information and assistance the American Home staff is able to provide. One of my students, Lena Yakuseva, expressed shocked delight when I actually agreed to write her a recommendation for her to study at a university in America. Apparently one of her Russian professors had offered to "help" her in this capacity on the condition that she write this recommendation herself! Needless to say, ethics in Russia differ from ethics in America. Our students are invariably struck by the way that we conduct affairs at the American Home. This experience will likely prove invaluable to those who choose to pursue careers in areas such as international business.

Not surprisingly, our students are quite happy at the American Home. One student, Roman Ryabinkin, has commented that "students can learn English anywhere they want, but only at the American Home can they interact with native speakers" Gregory Fateev enjoys studying at the American Home because there he engages in "international communication that helps everyone understand each other." Ksenya Tsaryova likes the American Home because the "lessons are especially interesting—you can talk, speak, ask, answer, argue, and feel the English around you." Lena Spiridonova has this to say: "My English classes at the university are boring. When I say something wrong, my teacher bites my head off. At the American Home, teachers are always nice and understanding." This emphasis on positive feedback is one element of the American Home's pedagogy that continues to attract students. They are constantly impressed by the open, friendly atmosphere in our classes. A number of our students are currently studying at the Vladimir State Pedagogical University in order to become certified foreign language teachers. One can only assume that the American Home's progressive methods will "rub off" on them. In this connection, Svetlana Kontarchuk writes, "The American Home is 'cooler' and better than school. Here you can relax and speak on various topics. The atmosphere is friendly and we celebrate American holidays. It's the best way to learn."

Equally satisfied are the teachers who work at the American Home every year. Living in Vladimir for a year, sometimes two, affords them the opportunity to witness the slow and fascinating transformation that is currently taking place in Russia. As mentioned above, the American Home is one of the few signs of Western influence in Vladimir. Only very recently did MTV-Russia arrive in town, further exemplifying the gradual changes that will occur over the next couple of decades as Western influence becomes more prevalent. It is an incredibly exciting time to be in Russia. Teaching at the American Home allows one to observe these changes firsthand. This year's financial crisis, while certainly not a pleasant reality, has made working here particularly interesting. The fact that people who haven't received a paycheck or pension in months, yet somehow manage to survive, clearly demonstrates the incredible nature of Russian life.

In addition to the cultural, social, economic, and historical education that one can receive in Vladimir, the chance to greatly improve one's Russian is another major benefit. Teachers work along side a Russian staff and live with Russian host families. This informal language training is complemented by three hours a week of lessons with private tutors. It is impossible to walk away from this experience without a noticeable improvement in one's language ability.

All in all, the American Home provides a program that benefits both the students and the teachers. Such a situation is difficult to find these days in Russia. It is a program in which everyone wins.

NOTE: An abbreviated version of this essay was published in the January-February 2000 issue of Transitions Abroad magazine. Also, in May 1999 Charity married American Home staff member Roman Ryabinkin. They have both found challenging jobs in the U.S.

On the 4th of July friends celebrated U.S. Independence Day and the seventh anniversary of the American home in Vladimir. On this occasion, its owner, professor Ronald Pope, arrived in Russia with his family: his wife, Susan, his brother, Terry, his sister, Kathy, her two children, and his father. (The home would simply not exist without the support of the 82 year old Russell, a former television engineer, who invested $100,000 in its construction.)

After partaking of the beauty of Vladimir and Suzdal, the family enjoyed the hospitality of the K. Libknekht orphanage whose children were resting at a summer camp just outside the city. Each child received a stuffed toy and a packet of candy, as well as shoes and clothes (some of which were sewn by an elderly woman after she learned of the humanitarian mission of the Pope family.)

The Children's Emergency Hospital, having already received in the spring some American medical equipment (bedside monitors and a respirator), this time was given a mini video camera for viewing internal organs and another respirator.

In return, the elder Pope was given as a thank you by the Russians a hunting knife in a decorated box. Russell responded to this gift of a sharp weapon, as tradition requires, by paying one ruble.

The reception on the green lawn at the home is the traditional end of the language program's academic year, where most recently 250 people were studying. The year was difficult. To begin with, there was the discussion in the press initiated by leftists concerning the need to move the building from the center of Vladimir to the outskirts, then the machinations of local nationalists who broke lamps and windows and disfigured the home's walls with stupid graffiti.

"When this occurred, we were gloomy for the first hour," said Alexei Altonen, the director of the Home's non-commercial programs. "But when I was cleaning off the graffiti, dozens of passersby of different social status and different nationalities took it upon themselves to express their indignation at this hooligan act and to voice their support for the American home."*

In any case, this style of politics was not able to interfere with the happiness of Roman Ryabinkin and Charity Trelease. A month earlier the employee of the American home and the teacher in the English program were married. On the holiday they kissed and danced in their own world.

*NOTE: In addition to "passersby," all the Vladimir media, including TV and radio, strongly condemned the acts of vandalism, as did the overwhelming majority of the Vladimir City Council and others. One of the good things to come out of this is that we now know how wide spread and strong the support from the community is for our activities. Also, thanks to the considerable press coverage all this received, the general public knows a great deal more about what we are doing--and not just those who are directly benefiting, such as the more than 2,000 who have taken one or more of our English classes since the program began in fall 1992. RP

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