A curious new organization made itself visible on Monday
July 8. It calls itself Ukraïna
vidoma – Ukraine
Cognita in English. Leonid “The Fox” Kravchuk, a one-time president and
since-then VR deputy, is founder and president of this “Ukrainian public
mission.” The main aim of the Mission seems to be PR activities involving
Ukraine.
Its
supervisory board and committee contain a passle of other big names. The chair
is Ukraine’s first premier, Vitaliy Masol, who was suspected of pilfering from
the state in the early nineties.
There
are also some solid workhorses with impeccable credentials. Borys Paton, the
hoary president of the National Academy of Sciences. Serhiy Bubka, a clean-cut
Olympic pole-vaulting champion from Donetsk. Oleh Pinchuk, a distinguished and
wonderfully whimsical sculptor.
There
is no one professionally connected to international media or financial
management. Unless you count Mykola Azarov, the current boss of the Tax
Administration. He is best known for running the STA as his own fiefdom and
ignoring decisions of the Finance Ministry and the judiciary.
Nor
is there anyone representing or having strong professional ties with the
international community. Not even a token former ambassador as an honorary
member.
The
“activities” of the Mission are exceptionally ambitious and very concrete. The
president is responsible to “Form a positive image of the Ukrainian state.” As
opposed to “Ukraine” or “the Ukrainian people”? Is his mission, then, to make
his buddies in office look good?
The
Board is supposed to tackle strategic directions. “Entry of Ukraine into the
EU.” “Increase export potential and foreign investment.” “Develop international
business and tourism.” How can the board of a PR organization develop
international business? Imagine if the head of the US Internal Revenue Service
or the UK’s Inland Revenues – whose names most of their citizens would be hard
pressed to tell you, that’s how visible they are – sat on a committee to
develop international business and tourism, headed by Jimmy Carter or Edward
Heath?
UC’s
first public meeting took place July 8, after one year of intense activity. It
had gathered over Hr 5,500,000 in its accounts from 11 businesses listed in its
report. Most of them are, strangely, not represented on either its committee or
its board. They were undoubtedly thrilled at being given a “Diploma as Honorary
Sponsor of Ukraine’s national image.”
That’s
more than a cool million dollars “accumulated and directed towards carrying out
program events.”
For
that nifty sum, the Mission so far has: Organized itself June 2, 2001. Held its
founding assembly June 14. Signed a rental agreement in August. Decided at the
end of its first year to increase staff and begin looking for a permanent
location in Kyiv. Held five joint meetings of the Board and Committee.
It
also chose – via tender – two Austrian companies, m.i.p. and Troon Fields, as
its international PR specialists. Apparently they have “lots of experience in
Ukraine.” This author, who has worked in media and advertising for many years
here, had never heard of either prior to last Monday.
The
big push in 2001 was to get some international visibility.
This
involved: Holding a July 19, 2001, press conference in Vienna with 19
international periodicals. Sending press releases on Ukraine’s 10th anniversary
to 30 international media. Arranging a 3-month survey and analysis of
international media in 19 countries and its perception of Ukraine. (This was
done by the Austrian companies and the results presented at Monday’s meeting –
in Russian.) Participating in (not organizing, note) Ukrainian Culture Days in
Switzerland.
There
was a slew of PR activities to increase the Mission’s profile at home, too. A
brochure. A website. Helping the Philharmonic participate in Bern. Sponsoring a
roundtable on economic transformation organized by the Bleyzer Foundation (no
date). Holding a “Ukraine in Focus” competition to select the 100 best photos
of contemporary Ukraine.
And
finally, the Mission worked to bring to the government’s attention “the
importance of working in the direction of formulating [sic] an international
image for Ukraine.”
This
involved: Getting the president to sign a decree Oct. 4 to support UC. Getting
a line item in the draft 2003 Budget to “finance the formulation of Ukraine’s
international image.” (They failed to get into the 2002 Budget, alas. Note:
this is in addition to the Hr 5,500,000 sitting in UC’s accounts already!)
Preparing a draft law on activities aimed at formulating said image. Trying to
get Mission members included in the coordinating council of a state program
called “Ukraine’s Investment Image.”
The
Mission believes that its first year was very positive and effective. Surely
they don’t imagine that a single press conference in Vienna and Ukrainian Days
in Bern have had a serious impact… do they?
Also,
the Mission’s “Principles and methods” include “openness, transparency.” The
report did not include any financial statement about the first year. And
they’re trying to get taxpayers’ money.
The
next day, July 9, there was a news flash in Ukraine that the country’s top
biathlete, Olena Zubrylova, was moving to Belarus. This single story had more
impact than an entire year of hot air on the part of Ukraine Cognita.
Why
is a top athlete changing citizenship to play for a no-name country like
Belarus? Why was Ukraine Cognita’s committee member, Olympic star Serhiy Bubka,
not on every channel explaining what’s going on and working to get her back? Or
provide a compelling reason for letting Ms. Zubrylova – one of the few athletes
in the world who could compete in 1997 as an equal against the legendary
Magdalena Fossberg, according to champion.com.ua
– go? When we called UC July 11, they refused to comment.
Incidentally,
DerzhKomSport isn’t worried. “We have a very promising team of male
biathletes.” Now, there’s an organization that understands about PR. •
–from the
notebooks of Pan O.
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