Cover Osteuropa 1/2014

In Osteuropa 1/2014

“Soft Power” and Image Building from Moscow
An Easy Job for a PR Offensive during the Media Crisis

Gemma Pörzgen

Deutsche Fassung


Russia has been trying to improve its image for years. To this end, its foreign media have been expanded, PR firms contracted. But an overall strategy and a basic understanding of how a democratic public works is lacking. Despite partial successes, Moscow will not achieve much without political change and social modernization in Russia. A look at some of the players in state image policy in Germany shows this as well.

(Osteuropa 1/2014, pp. 63–88)