Guzella Nikolayshvili

Guzella Nikolayshvili

Director of the Laboratory of Social Advertising, a non-profit organization

Associate Professor, State University – Higher School of Economics

Candidate of the political sciences

Director of the Internet Project Socreklama.Ru

Education

1984 – The Ural State Conservatory, Department and History and Theory, specialization: musicology and teaching

1998 – Traineeship in Great Britain (Birmingham, London), “Interaction Of The Three Sectors of Economy” program ran by The BEARR Trust, Great Britain, and Dobraya Volya, Russia.

1999 – Know-How Fund traineeship for PR-coachers

2001 – Seminar of the Center of the Development of Democracy and Human Rights (Moscow), and the National Council for Voluntary Organizations (London)

2002 – Traineeship in the USA (Washington, CO; Jacksonville, FL) with the Open World Program, Women’s Leadership section

2006-2009 – State University – Higher School of Economics, aspirant for the Masters degree in political science, thesis “Social Advertising in the Political System of Modern Russia”

2009 – Successful defense of doctorial thesis in politics “Social Advertising in the Political Process of Modern Russia”

Professional interests
  • Social advertising
  • Political advertising
  • Mass media
Teaching courses
  • Social Advertising
  • Political Advertising
  • Advertising Practice
  • Introduction to Advertising
  • PR in non-commercial sector
Work experience

2002 till now – lecturer, Associate Professor, Deputy Head of the Division of Advertising Theory and Practice at the State University - Higher School of Economics

2002 till now – Director of the Internet project on social advertising www.socreklama.ru

2005 till now – Director of the Laboratory of Social Advertising, an autonomous non-profit organization

2007 till now – Director Advertising and Public Relations Specialty, Applied Politics Department at State University – Higher School of Economics

2008 till now – lecturer at the Moscow State Institute of International Relations (MGIMO University), Division of Public Relations

2008 till now – Director of the project “Raising Effectiveness of Social Advertising in Russia”, a media educational program of IREX via USAID grant, which includes two internships in social advertising in the USA (New York, Washington, San Francisco), International Conference on Social Advertising (Moscow, October 2009) and three videoconferences on social advertising (15 Russian regions participating), see project website at www.esarussia.ru

2010 – President of the International Social Advertising Festival called LIME, festival’s website at www.limefest.ru

Project participation:

2009 till now – Expert in the Advertising Commission of the Public Chamber of the Russian Federation

2007 – 2009 Working group member of the Committee of Charity and Volunteer Work of the Public Chamber of Russia for the preparation of social advertising suggestions to the legislative bodies

Director of the federal motor rally “Road to Justice” from Moscow to Barnaul

2006 – Press Service Director of a transcontinental motor rally from Moscow to Kolyma

2006 – Coacher during Open Russia PR Workshops in 7 regions of Russia

2003 – Head of the information center at the first governmental motor rally of the magazine Za Rulyom, supported by the Russian federal agency Rosavtodor, from Moscow to Vladivostok

2003 till now – developing and running an Internet portal devoted to social advertising www.socreklama.ru

1999 - 2006 – Regional Projects Director at the Center of Political Consulting “Niccolo M” (Moscow)

1999 – Project Coordinator, Development of Social Journalism Project at a non-profit organization Dobraya Volya, supported by Soros Fund

1998-1999 – Project Coordinator, Development of Social Journalism Project at a non-profit organization Dobraya Volya, supported by Soros Fund

1996-1999 – Director of the Center of Social and Political Projects in the spheres in culture, art and education “The XXI Century”

1994-1999 – Media Group Head during pre-election campaigns of S. Gvozdeva (vice-president of Zoloto-Platina Bank, State Duma deputies election), V. Trushnikov (governor’s elections), G. Burbulis and L. Mishustina (State Duma deputies elections) in Ekaterinburg

1994-1996 – Project Chief of the Ural Women’s Association, Section “Women in Cinema and TV”

1993 – Group Head of the campaign Russia-Japan at the Center of Japanese Culture

Achievements:

- Diplomas for the best “Outdoor Advertisement” and the best “Social Advertisement” for the project City Without Drugs-1 (Gorod Bez Narkotikov) at the First International Festival of Social Advertising, 2001

-Over 30 diplomas (including Grand Prix and 5 winning prizes) have been awarded to the Laboratory of Social Advertising at the leading Russian and international advertising festivals in the nominations “Social Advertising”

- Planning and carrying out numerous seminars and training sessions on social advertising in Moscow and 28 cities of Russia

Published works

· Social Advertising Should be Creative and Have “Human Face” (Collection of articles “Social Advertising and Social PR. Materials of the 3rd International Scientific and Practical Conference”, Barnaul: Altai’s Academy of Economics and Law, May 2010)

· Advertising with Human Face (Collection of the Academy of Labor and Social Relations named after T. Shanin “Informational Support of Social Projects in Modern Society. Materials of the 1st International Scientific and Practical Conference”, March 2010 )

· Advertising and Public Relations Perspectives as Bachelor Degree Course in the State University – Higher School of Economics (Chapter in Collection “13th All Russian Conference of Advertising, PR and Related Disciplines Course Directors”, Moscow, April 2010)

· Advertising with Human Face (Science and Technology in Russian Federation, Internet Journal, February 2010) link: http://strf.ru/science.aspx?CatalogId=222&d_no=27176&rated=ok

· The Use of Shock (Collection “Materials of the 2nd Scientific and Practical Conference on Social Public Relations and Social Advertising”), Barnaul, May 2009

· Market or Pseudo-Market? Wide Spread Myths About Social Advertising, Open Heart Magazine, #2 (203), Tatarstan, 2009

· Social Advertising: Some Theory and Practice Issues, Human Sciences and Modern World Journal, #1, 2009

· Expert Analysis of Road Police Campaigns, Advertisers Magazine, #11, 2008

· Social Advertising Without Shock, Laboratory of Social Advertising Journal, December 2008

· Interview About Acute Tasks of Social Advertising, Business Journal, Kazan, September 2008

· About Social Advertising, Civil Dialogue Journal of the Public Chamber of Russia, #2, 2008

· «Wassen, was richting und was falsch ist», an interview included in the article «Bildlich gesprochen», “Moskauer Deutscher Zeitung “, #12 (235), June, 2008

· Interview About Recent Events in Social Advertising, Records of the Civil Society Bulletin by the Agency of Social Information, April 2008

· Expert Opinion on Social Advertising “Open Your Eyes to the Problems of the Society” on the website of the Commentaries Agency at www.kommentarii.ru

· The Use of Shock, special supplement to the newspaper Vedomosti “Charity in Russia Forum 2008”, April 2008

· Expert Opinion in the article “Shock Therapy by Road Inspection”, Firm’s Secret Magazine. # 08 (240), 2008

· Interview in the Records of the Civil Society Bulletin by the Agency of Social Information, May 2008

· Social Advertising: Some Theory and Practice Issues, Region Studies Magazine (Saransk), #2 (63), 2008

· Textbook “Social Advertising: Theory and Practice” (Aspect-Press, 2008)

· Social Advertising: Myths and Reality, Civil Society Magazine, # 2, 2008

· Social Advertising: Myths and Reality, Money and Charity Magazine, #2, 2008

· Road Inspection Shock Therapy, Firm’s Secret Magazine, # 8 (24), 2008

  • Interview for the Agency of Social Information Bulletin “Records of Civil Society”, # 5

· Shock in Social Advertising: for and against, special newspaper issue “Charity in Russia”

· Vedomosti, April 2008

· Interview for the newspaper “Moskauer Deutsche Zeitung”, June 12, 2008

· Social Advertising in the field of virtual communications: an attempt of humanization of the political space (Collection of articles “Public Politics in Modern Russia: Subjects and Institutes”, Moscow, Higher School of Economics, 2007)

· Social Advertising Round Table Report (Collection of the materials of the VII Moscow Festival of Social Advertising, 2007)

· Report for the Section of Social Advertising of the First Charity Forum (Collection of the materials, St. Petersburg, 2007)

· Interview “I choose lasting values”, Region 57 Journal, Oryol

· The first Russian textbook on social advertising “Social Advertising: Theory and Practice” (Moscow, Virtual Gallery Publishing House, 2006)

· Interview for the poll on charity in Russia (Business and Society Magazine, # 5, 2006)

· Social Advertising Phenomenon (Collection of the materials of the Congress of Political Scientists, 2006)

· Several Aspects of Social Advertising, Homeland Records Journal, # 5, 2006

· What is Business PR? Sovetnik Magazine, # 1, 2002

· Social project City Without Drups-1 (Public Relations Encyclopedia, Moscow, 2002)

· Commercial, Political and Social Advertising: cooperation or competition? (Communication Journal, # 1, 2003; Internet portal www.socreklama.ru, 2003)

· Social Advertising as an Instrument of Public Politics (Collection of the materials of the Congress of Political Scientists, 2003)

· Social Advertising as an Influence Technology in Public Politics (Internet portal www.socreklama.ru, 2003)

· Social Advertising Beyond Politics (5 publications), CPEDA Magazine, # 9-12, 2003 and # 1, 2004

· Social Advertising – what is it? Money and Charity Magazine, # 3, 2004

· Project “Favorite City” as an Innovation in the Sphere of Social Public Relations (Internet portal www.socreklama.ru, 2003)

· Social consulting – an attempt of express-analysis, Pravozaschitnik Journal (Human Rights Defender), # 4, 2004

· Political Technology as a Social Phenomenon, Pravozaschitnik Journal (Human Rights Defender), # 1, 2005

· Publications on the website www.socreklama.ru

Additional information
  • Member of the Russian Association of Political Science

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