In a recent interview with news.am, Hayk Hakobyan, Media Communications and Corporate Social Responsibility (CSR) Specialist at AxelMondrian & Partners, reflects on the growing fascination with social media marketing (SMM) in Armenia and explains why long-term trust still depends on a broader media communication strategy.

How can a company secure long-term trust and a strong reputation?

In reality, sustaining and strengthening a company’s reputation and ensuring its stable growth heavily depend on a strategic approach to public relations. A business is not a static entity; it is a living organism that operates not only within a legal framework but also within social and ethical norms. When built properly, a company’s media presence can significantly increase the level of public trust.

Why is media so important? One of journalist’s core functions is the objective reporting of events. When people read about a company in the press, hear about it on the radio, or see it on television, their perception of that brand tends to be far more credible. Journalists, through their work, extend that credibility to the public.

Thus, the widespread claim that Armenians no longer trust the media and prefer to get the information exclusively from social networks is misleading.

It is important to make a clear distinction in this matter. This trend applies mostly to political content. Armenian society is highly politicized: everyone has their own view, and when that view doesn’t align with a given outlet’s editorial stance, trust in that outlet sharply declines, sometimes leading to boycotts, cancellations, or counter-campaigns. Yet when it comes to products, services, and business communication, trust in traditional media remains consistently high. This is because businesses can often build balanced, professional communication with their audiences through quality media coverage.

​​This is why media engagement plays such a crucial role in advancing a company’s profile. Before launching active communication campaigns, it is vital to carefully analyze the organization’s legal structure, principles of operation, and the foundations of its relationship with the press. Such preparation ensures that media communications are accurate, timely, and effective.

At the same time, business journalists themselves need more than reporting skills; they must also understand economic trends and the specific dynamics of Armenia’s business environment. Familiarity with, for example, stock exchange data and sector-specific terminology makes it much easier to bridge the gap between media and the business community, helping to establish a professional shared language that builds trust on both sides.

Read the full interview in Armenian and Russian at the original source: here and here.