Official Launch of the Women in Business Programme in Armenia

DATE

March, 2017

Client

EBRD

Service

Strategic Communications, Media Relations

Overview

As part of its ongoing and long-term cooperation with the European Bank for Reconstruction and Development (EBRD), SPRING PR was entrusted with providing strategic communications and media relations support for the launch of the Women in Business Programme in Armenia. — an initiative of the European Bank for Reconstruction and Development (EBRD) aimed at promoting female entrepreneurship and inclusion in the private sector. The programme was implemented in partnership with local financial institutions including Ameriabank, ACBA-Credit Agricole Bank, and later AraratBank, with financial backing from the European Union, the Government of Sweden, and the EBRD’s Early Transition Countries Fund.

Through this initiative, the EBRD sought to strengthen the role of women-led small and medium-sized enterprises in Armenia by providing access to tailored financing, advisory services, and capacity-building opportunities. The programme’s launch highlighted Armenia’s commitment to advancing gender equality in business and was positioned as part of a broader effort to promote sustainable, inclusive economic growth across the Eastern Partnership region.

Strategy

SPRING PR managed the full spectrum of strategic communications and event-related media coordination for the programme’s national launch. The agency developed clear key messaging that effectively articulated the programme’s goals, impact, and multi-stakeholder collaboration among international donors, local partners, and financial institutions.

Comprehensive media relations were managed throughout the process — from pre-event coordination and press engagement to on-site communication support during the launch event. SPRING PR also ensured smooth coordination of speakers and spokespersons, consistent messaging across all interactions, and active facilitation of B2B communication among programme stakeholders.

Following the event, the agency led post-event media relations and coverage coordination, securing extensive visibility across national outlets and reinforcing the programme’s relevance to Armenia’s economic and social development agenda. Visual communication was strengthened through professional photo and video documentation, capturing the event’s key moments and institutional presence.

This collaboration highlighted SPRING PR’s ability to deliver strategic, high-level communication support for international development programmes, ensuring message consistency, media impact, and long-term public resonance.