Yerevan, Armenia

What is PR Summit Armenia 2017?

PR Summit Armenia is a platform for PR and communications professionals to explore best practices and trends of Public Relations worldwide.

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What is PR Summit Armenia 2017?

PR Summit Armenia is a platform for PR and communications professionals to explore best practices and trends of Public Relations worldwide. Held for already 4th time, PR Summit Armenia hosts leading international and local experts to share their experiences and expertise. This year we feature international guest speakers from the U.S.A., Poland, Lebanon and Russia.
PR Summit Armenia is a major PR Event in the South Caucasus region. In the previous years, numerous world-renowned organisations of the industry have contributed to the success of the PR Summit. Among them: Ogilvy PR Worldwide, Ketchum Maslov, Media Consulta Group, Hallvarsson & Halvarsson (H&H), PR Society of America (PRSA), PR Academy in the UK and others.
The Summit is initiated and organised by Deem Communications, a PR and Marketing agency, with the support of great speakers and partners.

Why should I participate?

PR Summit Armenia is a 3-day professional networking and knowledge-sharing event for 100+ local and international experts.

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Why should I participate?

By taking part in PR Summit Armenia 2017, you will have access to:
• Professional networking and knowledge-sharing with 100+ local and international professionals
• Hands-on sessions by seasoned experts from well-established institutions and agencies
• Collaborative space enabling the development of PR and Communication industry locally and internationally


Katerina Tsetsura is the Director of Graduate Studies at the Gaylord College of Journalism and Mass Communication at the University of Oklahoma in the U.S. She is the author of over 80 publications and 100 conference proceedings and papers in global public relations, ethics, media transparency, social construction of public relations, women in the field of strategic communication, and public diplomacy. Katerina is also the Vice-Chair of Public Relations Division of the International Communication Association (ICA), and a member of the Global Commission on Public Relations Education.

Katerina Tsetsura

Director of Graduate Studies, Journalism and Mass Media, University of Oklahoma, U.S.

Nada Tawil is the Head of Communication Department at Byblos Bank Lebanon. Having a professional experience of more than 20 years, she is now responsible for managing internal and external communications of the financial group that operates in 11 countries. Nada Tawil has an expertise in marketing management, business strategy and communication, advertising and public relations.

Nada Tawil

Head of Communication Department, Byblos Bank, Lebanon

Evgenia Kondrasheva is the Client Service Director at the Moscow office of Ketchum, a leading communications agency in Europe and worldwide. Her current function includes consultancy and business development. Evgenia has over 12 years of professional experience in brand and consumer PR. On her career path, she worked with numerous renowned companies, such as Hyatt Hotels Corporation, Emirates, Philips, P&G, Samsonite, and Whirlpool.

Evgenia Kondrasheva

Client Service Director, Ketchum, Russia

Ruben Harutunian is the Deputy Chief of the Political/Economic Section at the U.S. Embassy in Yerevan. With over 10 years of experience in Diplomatic Relations and Public Affairs in the United States, Russia, Israel, and Armenia, Mr. Harutunian has contributed to the development of U.S.-Armenia economic and political relations during his 3 years in Yerevan. His previous assignments include serving as Special Assistant to Secretaries of State Hillary Clinton and John Kerry at the U.S. Department of State, as a Political Officer at the U.S. Embassy in Moscow, and as Deputy Spokesman at the U.S. Embassy in Tel Aviv.

Ruben Harutunian

Deputy Chief of the Political/Economic Section of the U.S. Embassy in Yerevan

Karolina Pawłowska is a philologist and cultural anthropologist. She is currently a PhD Candidate at the University of Adam Mickiewicz in Poznań, specialized in theory of anthropology and migration. Her focus on return migration, specifically the repatriation of Armenian diaspora, started from a research she conducted as Resident Research Fellow in Regional Studies Center. In Armenia, she cooperates with Civic Forum NGO, conducting weekly workshops which provide a space to rethink and discuss global issues.

Karolina Pawłowska | Philologist and cultural anthropologist, Poland

Arpi Karapetyan - the Founder and Managing Partner of Cascade People & Business and the President of Armenian HR Association. Arpi is Internationally Certified HR Professional (SPHRi, SCP), Internationally Certified Coach (ECC, ACSTH), trainer and consultant with a PhD in Social Psychology. With over 20-years of experience in Human Resources Management, Arpi Karapetyan has worked with numerous renowned local and international companies from Banking, Insurance, Production, IT, Telecommunications, Retail, NGOs and other sectors. Arpi Karapetyan lectures at the AUA and at the French University of Armenia.

Arpi Karapetyan | Founder, Managing Partner of Cascade People & Business, President of Armenian HR Association

Abraham Gasparyan is a senior analyst at Agenda TV program at Public Television of Armenia. A TV Broadcast Journalist and expert on regional issues, Mr. Gasparyan is the author of over 20 articles featured in English-language publications. He is also an expert on democratisation, civil-military relations, domestic and foreign policy of the Middle East and media communications.

Abraham Gasparyan | Political Science PhD, Associate Professor at the Faculty of International Relations, YSU

Mike Laziev is a Strategic Digital Marketing consultant. With 16+ years of experience, he has worked as a consultant, on and offsite Digital Marketing trainer for many companies in the UK, Germany, the Netherlands, Belgium, USA and Canada. His experience and expertise include such areas as B2B and B2C Strategic Digital Marketing, Strategy development and analysis, Market and competitors’ analysis, Campaign optimisation and others.

Mike Laziev | Digital Marketing Strategist and Consultant, KetONE

Ms. Gayane Grigoryan is an international marketing communications strategist who in the last ten years has been involved in areas as diverse as communications, strategic media planning, implementation, social media marketing and management of media relations. Gayane has developed and delivered marketing communications programmes for major hospitality leaders, such as Kempinski Hotels, Accor Group, Swiss-Belhotel International, Best Western among others. Her articles have been published by Forbes Middle East, Executive Women, Qatar Tribune News and in other UAE media. Gayane currently holds the position of Marketing and Communications Director at the IRIS Media and PR Company. She is based in Abu Dhabi, UAE.

Gayane Grigoryan | Marketing and Communications Director, IRIS Media and PR Company, UAE

Mr. Sergey Tantushyan is the Director of Extension Program and the Strategy Professor at the American University of Armenia. With extensive experience in consultancy backed with a background in financial sector here and abroad such as, the program chair of BA in Business program at the AUA, Deputy CEO at IDeA Foundation, fifteen years in management and consulting in strategic planning, project implementation, and strategy advice, in New York, Yerevan and Moscow, Sergey has also worked at the Central Bank of Armenia, served as a consultant at the OSCE office in Yerevan and headed the Strategy Development Division of Ameriabank.

Sergey Tantushyan | Director of Extension Program, Strategy Professor in the MBA program, AUA

Arsen Babayan is the Chief of PR and Media Department at the National Assembly of Armenia. With over 10 years of experience in public relations, he has held leading positions in various public institutions. Mr. Babayan has extensive experience in providing training in media relations. He has contributed to the development of relations between the government and society. Mr. Babayan is an author of numerous scientific articles.

Arsen Babayan | Chief of PR and Media Department, National Assembly of Armenia

Gabriele Schlipf sees herself as an artistic live interpreter, turning spoken words into accessible images. As a graphic recorder, also called scribe, she visually summarizes any topic in business, science, politics or culture. She works at congresses, debates, workshops as well as lectures. With a background in Visual Communication, Gabriele has been a freelance Creative Director for more than a decade and has applied her idea of “design based upon concepts” mainly to Corporate and Information Design.

Gabriele Schlipf | Graphic Recorder, Germany

Anahit Haytayan is the Press Secretary at the Ministry of Health of the Republic of Armenia. Her extensive experience goes back ten years specialising in Journalism. Anahit received the Vahagn Award for her investigative work in 2003 and rewarded with The Golden Key information freedom award for her open and transparent work in public relations. She led the press office of the Ministry of Territorial Administration of the RA and is the current press officer for the Minister of Health of the RA, a post she holds five years.

Anahit Haytayan| Press Secretary in the Ministry of Health of the RA

Cristina Garrido has extensive experience going back ten years, in various fields such as Research, Consulting and Project Management. Her expertise includes working with renowned brands and institutions, among them Goldsmiths University London U.K. Centre of Urban and Community Research, Birkbeck University London U.K., Serpentine Gallery London U.K., Franklin Furnace Archive New York U.S. Cristina's background is in urban studies and contemporary art, she is focused on innovation as a tool for improvement in Smart Cities and the Internet. She manages Smart City Expo World Congress and is a regular published contributor to Encuentros magazine. Cristina lectures at the Universitat Oberta de Catalunya (UOC). Since 2013, Cristina has been working as a Consultant and Project Manager at Anteverti Consulting - a consulting firm advising international cities and governments on urban development, Smart Cities and Social Engagement with Citizen Participation.

Cristina Garrido | Senior Consultant, Anteverti, Spain


  • 19:00
    Public LectureDr. Katerina Tsetsura | What's Next in PR. Understanding the Profession /
  • 09:00
    Registration & Coffee Break
  • 10:00
    Welcome Note
  • 10:30
    Plenary Session: Trends and Convergence of Communication
  • 11:15
    Workshop 1 (PR Measurement & Global Brands)
  • 12:15
    Pocket Session 1 (Storytelling & Digital Marketing in PR )
  • 13:15
    Lunch Break
  • 14:00
    Panel Discussion (Government Relations)
  • 15:00
    Workshop 2 (Youth Engagement Case & Content for Brands)
  • 16:00
    Pocket Session 2 (Internal PR & Digital Communication)
  • 16:45
    Coffee Break
  • 17:00
    Workshop 3 (Master Class)
  • 18:00
    Summit Closure
  • 18:30
    Summit Adjourns
  • 09:00
    Trip to Gyumri
  • 12:00
    City Tour
  • 13:00
    Lunch break
  • 14:00
    Workshop: City Branding and Development
  • 18:00
    Back to Yerevan


AMD 28000 (By May 5)
AMD 36000
  • Public Lecture: May 19
  • 1 Plenary Session: May 20
  • 3 Workshop Sessions: May 20
  • 1 Plenary Session: May 20
  • 1 Panel Discussion: May 20
  • Coffee Breaks
  • Lunch Break
  • Networking
  • -
  • -
USD 200 (By May 5)
USD 250
  • Welcome reception & networking with guest speakers: May 19
  • Public Lecture: May 19
  • 1 Plenary Session: May 20
  • 3 Workshop Sessions: May 20
  • 1 Plenary Session: May 20
  • 1 Panel Discussion: May 20
  • Coffee Breaks: May 20
  • Lunch Break: May 20
  • City Branding Workshop in Gyumri: May 21
Reception and Closing Event are available at additional fee.
All taxes included.


International participants will get a 20% discount for their stay at Ibis Hotel Yerevan Center















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