YEREVAN, ARMENPRESS – AxelMondrian is Armenia’s first consultancy specialising in reputation management and a member of a European professional network. The firm opened its Yerevan office three years ago. Armenpress spoke with co-founder and CEO Shushan Harutyunyan about the challenges and potential of this emerging field.

Can Reputation Be Managed?

The term ‘reputation management’ entered professional vocabulary in the late 1990s and early 2000s, largely due to the rise of search engines. Brand reputation came to depend not only on traditional media but also on social media reactions and online content with no clear chronological archive. One of the most respected institutions in the field – Oxford University Centre for Corporate Reputation – was founded in 2008 within the Saïd Business School. Shushan Harutyunyan, co-founder of AxelMondrian, is among the centre’s early graduates and brings international best practice to Armenia. She emphasises that the way authority and trust are communicated in Armenia needs comprehensive study.

“If we consider Aristotle’s Rhetoric, Ethos refers to the authority, credibility and moral standing of a person. One is heard not only for what they say, but for who they are. In Armenia today, this becomes especially challenging amid widespread discrediting of public figures and the trivialisation of important issues. Reputation takes years to build, yet it can be destroyed in hours. As a result, many thoughtful and qualified individuals avoid public life for fear of losing their hard-earned credibility in a moment,” she says.  Harutyunyan adds that while reputational harm is a global phenomenon, it is particularly damaging in smaller countries like Armenia, where the pool of trusted voices is limited.

“Reputation can—and must—be managed. A society where reputation holds no value becomes a breeding ground for deception. The desire to earn and maintain trust shapes healthier communities. In contrast, widespread cynicism erodes hope,” she argues.

She notes that today’s reputation management tools range from public source analysis and financial modelling to individual trust indices—services AxelMondrian tailors for both private clients and corporations.

Is Bad PR Still PR?

“No, for sure. It may be quicker and cheaper to gain attention through a stunt, but notoriety does not equal trust. There’s nothing clever in turning yourself into a joke and calling it black PR,” – says Shushan Harutyunyan. She observes that influencer-driven campaigns are increasingly common, often to the detriment of long-term brand value.

“A brand is a promise—it’s about shared experience, aspiration and belonging. While short-term buzz can drive interest, it rarely guarantees sales. Over time, it leads to lowered brand equity, even when the product is discounted by 80%,” she warns.

Harutyunyan points to the popularity of prank videos on social media as an example of cultural decline. “These videos tap into voyeuristic emotions. Viewers empathise with the person mocked, feel superior by comparison, and then derive a sadistic thrill as the individual willingly humiliates themselves—whether through language, gestures, or values no one used to flaunt,” she explains. “In the end, it provides a kind of twisted reassurance—if these people can earn a living making a mockery of themselves, then even idle viewers might feel they still have a chance.”

What Does It Take to Become a PR Specialist?

The profession typically draws from backgrounds in marketing, journalism, design, or PR. Still, many enter the field through social media training courses.

“As the saying goes, everyone’s an expert in football, politics and marketing,” she notes. “Communication is particularly prone to cognitive bias. People believe that if they can write, they can craft a message; if they see colours, they understand design.” In reality, she says, true expertise requires deeper knowledge:

“Sociology and behavioural sciences help understand audiences. Philosophy teaches how ideals are created and destroyed. Aesthetic disciplines like film and art are essential for crafting powerful visuals.” She stresses that superficial familiarity is no substitute for genuine professional insight—regardless of the sector.

AxelMondrian is a certified consulting firm and member of a European professional network. Launched in Armenia in 2022, the company has introduced classical and institutional reputation management practices to the region. It specialises in corporate strategy, executive team positioning, and communications for mergers and acquisitions. The firm also delivers branding and marketing campaigns, video production, and corporate reporting.

The interview in English: https://armenpress.am/en/article/1225624?fbclid=IwY2xjawLx5OJleHRuA2FlbQIxMABicmlkETFibTdiSkdERzlmSUpsamtSAR5V8zIwGQgT25PahX4gGvD0Mg3UMe3mhBZ7ItQkCA22RyUg2XbVtPULbBhzGw_aem_HezrcOwuo8nwIrGTTcx3DA

The interview in Armenian։ x5RBleHRuA2FlbQIxMQABHmTq1X0NZWNjKHxu3dndAo3AbUiUq2frIrFjaTk0Rq53o7SX3-igJzyqpt6V_aem_h0IYg72uwFFZl0900sYlsA