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Leadership is a question of style






 

At a recent conference named " The Techniques of Building the Image of a Leader, " instructors from the one-year-old Russian School of PR claimed that, by changing one's professional image, an employee can not only become more successful, but also change the future of the country.

We work with our clients' psychological as well as physical images in order to make positive changes, " said Yekaterina Novokshenova, a seminar instructor who manages the PR company Obraz-Profi. " For the last 70 years, no one has taught us how to behave, " she said, referring to Russia's Soviet past. " Businesspeople need more than just an academic knowledge of marketing and sales to be successful; they need proper manners and the right outfits, " she added. She said wardrobe colors help build the proper professional image. " Colors do not just affect our appearance, they also have a psychological significance, " she said. " Varying shades of blue can make a person look wise, or modest, while purple can make a person look mystical, or fantastical. Balancing these colors properly for the workplace is essential."

To help students dress appropriately, the teachers give them rotating color wheels, which allow them to select ideal color schemes for work.

The right image is essential foi success, according to Natasha Naidenskaya, an instructor at the Moscow University of Culture. " Most people don't realize the importance of having a proper image at work, " she said. " For instance, women don't know that they should never put pictures of children on their desk, or people will think they aren't concerned with their work."

" Men, on the other hand, should never be without pictures of their families, or people will think they are irresponsible, " she said.

Naidenskaya said cultivating the proper image can help change Russia's future for the better, adding that each epoch in Russian history has been marked by an archetypal image. " Recent history has been marked by criminals and business leaders without manners, " she added. She told students that Russia had entered a new era and they were responsible for building the image of a " yuppie class, " or socially responsible business people.

Naidenskaya stressed that students should differentiate between the English word " leader" and the traditional Russian term " rukovoditel." " Gorbachev was the first person we learned to use the word 'leader' with, " she said. " 'Rukovoditel' is a word for the old times when bosses simply delegated tasks to employees. 'Leader' implies someone more proactive and cooperative."

Good PR specialists are among the highest-paid professionals in Russia because there is such a high demand for them and a lack of quality services, said Olga Vasileva, the school's founder and head of the non-profit organization Upravleniya Uspekhom (Management with Success).

She said she created the school out of a need for good PR professionals in Russia, although she said public relations is not a new concept for Russia. " We've had PR here for a long time, but we used to call it propaganda, " she added. " Soviet propaganda was well-suited for Russian culture, but it lacked some of the technology and methods available in the West. This project is an attempt to adapt Western techniques to the Russian mentality in order to create a new style of PR."

Two members of a newly created PR department in the Russian Army attended the seminar looking for pointers. " This information is completely new to us, " said Viktor Sidrov, who will head the department soon. " We already knew about the old stuff, but this will be helpful, " he added.

While Naidenskaya of the Moscow University of Culture felt that the seminars would be beneficial, she was not confident that the school had the real potential to make a difference in Russian society when it comes to manners. " We will never be as well-behaved as people in the West, " she said. " We have a gene for extremity, which makes us incapable of behaving ourselves."

 

UNIT 3

ECOLOGY

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