According to the Head of Information Policy Department of Ukraine's Foreign Ministry Oleh Voloshyn, the effect of understated expectations of the Euro-2012 hosting has played into the hands of Ukraine.
According to him, over the last few days more than 55 articles have already been published in leading international media, positively covering the football championship in Ukraine.
"This is a unique case, when the effect of understated expectations has played into our hands, and correspondents of the foreign media were really impressed by what they saw. Also very unusual thing is strictly positive content of the messages, because historically, negative information is always the priority for the media," he shared his observations.
According to Voloshyn, the successful organization of the championship contributed to the positive image of Ukraine much more than the media campaign did.
"Euro 2012 showed thousands of ordinary Europeans, being far away from politics and economy, that Ukraine is a civilized developed European state. No PR campaign could produce such an effect," he said.
According to him, over the last few days more than 55 articles have already been published in leading international media, positively covering the football championship in Ukraine.
"This is a unique case, when the effect of understated expectations has played into our hands, and correspondents of the foreign media were really impressed by what they saw. Also very unusual thing is strictly positive content of the messages, because historically, negative information is always the priority for the media," he shared his observations.
According to Voloshyn, the successful organization of the championship contributed to the positive image of Ukraine much more than the media campaign did.
"Euro 2012 showed thousands of ordinary Europeans, being far away from politics and economy, that Ukraine is a civilized developed European state. No PR campaign could produce such an effect," he said.
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