Famous director, producer, and screenwriter Alexander Atanesyan Master Class – Lectorium Project
DATES
April – May, 2016
Client
Yerevan Productions
Service
Strategic Communications, Media Relations
Category
Culture & Education
Overview
Within the scope of its long-term cooperation with Yerevan Productions, SPRING PR provided strategic public relations and communications support for the Lectorium educational initiative, including the exclusive master class of renowned director, producer, and screenwriter, prominent figure in contemporary Russian cinema, Alex anderAtanesyan held in Yerevan.
The master class, titled “Directing and Contemporary Cinema,” took place at the Mass Media Educational Center and marked the inaugural event of the Lectorium public-educational project. The initiative was launched to create an open platform for knowledge exchange through master classes, lectures, and pop-up formats featuring leading professionals from the fields of culture, business, design, finance, psychology, and beyond.
As a special guest of the project, Alexander Atanesyan addressed filmmakers, cinema professionals, students, film critics, and media representatives, presenting insights into contemporary film production trends, creative processes, and the future development of cinema. During the session, he shared professional perspectives on the role of education, debut filmmaking, and talent development as key drivers for strengthening national cinema and achieving international competitiveness.
Strategy
As part of the partnership with Yerevan Productions, SPRING PR developed and implemented a comprehensive communications approach aimed at positioning the Lectorium project as a credible educational platform and ensuring strong public and media visibility for the master class. The strategy focused on aligning the intellectual value of the event with a clear narrative that emphasized professional expertise, cultural relevance, and open access to knowledge.
In the pre-event phase, SPRING PR shaped the key messaging framework and communications narrative surrounding the launch of Lectorium and the participation of Aleksandr Atanesyan. This included strategic media outreach to cultural, educational, and industry-focused outlets, ensuring accurate representation of the project’s objectives and the significance of the master class for Armenia’s creative and film community.
SPRING PR managed media relations throughout the event lifecycle, coordinating media attendance and facilitating on-site coverage to ensure consistent messaging and high-quality representation across platforms. The agency oversaw interactions with journalists and media representatives, supporting the dissemination of expert commentary, thematic highlights, and key discussion points emerging from the master class.
Following the event, SPRING PR coordinated post-event communications, reinforcing media visibility through follow-up coverage, content analysis, and qualitative assessment of publications. Media monitoring and tonality evaluation were conducted to assess the reach, narrative framing, and overall impact of the communications efforts, ensuring that the master class was positioned as a meaningful contribution to Armenia’s cultural and educational discourse.
Through the integrated strategic communications approach, SPRING PR supported Yerevan Productions in strengthening the visibility of the Lectorium project and successfully positioning the Aleksandr Atanesyan master class as a notable professional and cultural event within the local media and creative landscape.