For the fifth year running, Gepra is lending its support to the global hypertension awareness campaign, "Measure Your Blood Pressure," organized by "Servie.r" The campaign is part of a broader initiative to commemorate World Hypertension Day, during which 21 leading cardiology clinics joined efforts to provide free medical screenings over a two-day period. This collaborative endeavor successfully offered services to over 1,200 patients, granting them access to top healthcare professionals at no cost.

The campaign aims to elevate public awareness of hypertension, also known as high blood pressure, which stands as a leading cause of cardiovascular mortality worldwide. By offering free screenings and educational resources, the event emphasizes the critical importance of effectively managing this prevalent health condition. We are honored to be a part of this vital initiative and look forward to continued collaboration with "Servier" in the years to come.

A groundbreaking B2B forum, aimed at fortifying small and medium-sized enterprises (SMEs), was recently hosted through the collaborative efforts of the Bank of Georgia, USAID Economic Security Program, Gepra, and Kudos Georgia. The forum welcomed 60 participating entrepreneurs and client companies from diverse sectors including tourism, light industry, intellectual services, creative industries, and solid waste management.

Designed to serve as an incubator for future cooperation, the event facilitated one-on-one meetings between prospective producers and buyers. Zurab Masurashvili, head of the Small and Medium Business Department at the Bank of Georgia, remarked, "We are committed to bolstering SMEs by helping them identify dependable partners. Participation in such initiatives aligns perfectly with our goal to continually enhance the business sector."

Davit Tsiklauri, USAID/Georgia's Senior Advisor for Private Sector Development, emphasized the long-term relationships the forum aims to cultivate: "We've been working with these target sectors for four years. The forum is an invaluable platform where entrepreneurs can establish strong future ties with potential buyers."

Kakha Maghradze, Senior Consultant at Gepra, noted, "The forum's objective is to augment avenues for SMEs to communicate their offerings and forge new business alliances. Despite the digital era offering various channels for outreach, direct communication remains irreplaceable for establishing genuine relationships."

Aleksandre Margishvili, Co-founder of Kudos Georgia, rounded out the conversation by underscoring the necessity for personal contacts in business development. "The digital realm is not a sufficient avenue for brand promotion. The forum provides the much-needed space for companies to meet potential customers in a face-to-face setting.

For more information about the event click here:

Media planning is a crucial aspect of public relations and marketing. It involves strategic planning and execution of various communication methods with the media to reach target audiences. In Georgia, Gepra has been offering media planning services for its clients for the past 20 years.

Nini Metreveli, Media Manager at Gepra, said that media planning is one of the many directions of media relations. Gepra's services range from consultation and content creation to media workshops, contests, and media placement. Company also provides extensive services such as media campaign management, speaker training, external press office, story-telling, and crisis management.

According to Metreveli, almost all the projects Gepra works on, involve some form of media planning, whether it be minimal or extensive. In Georgia, traditional and alternative media are highly rated and play a crucial role in determining brand awareness. Thus, maintaining good relationships with the media is one of the ways to achieve success.

Media planning has become increasingly important in the PR industry as traditional media is no longer the only source of news and information. Social media and digital platforms have changed the game, and companies need to adapt their strategies to reach target audiences.

The rise of social media has also brought about the need for crisis management, another service offered by Gepra. In the event of a crisis, companies need to act fast and respond to the situation with transparency and honesty. Gepra works with clients to develop crisis management plans and media responses to ensure that their reputation is not tarnished.

Overall, media planning is a key aspect of PR and marketing. With the rise of social media and digital platforms, companies need to adapt their strategies to reach their target audience. Gepra has been at the forefront of media planning in Georgia for the past 20 years, offering a range of services to their clients.

March is known for the blossoming of cherry trees, and to celebrate this event, we dedicated a presentation to exploring how Japanese management techniques can be effectively applied to modern business practices. Our presentation covered five powerful tools for quality management and marketing communications: the 5 Whys, Kano Model, Matrix of Priorities, Jidoka, Tree Diagram, and Similarity Diagram.

The 5 Whys is a systematic tool for identifying the root cause of problems. It was coined by Sakito Toyoda, the founder of Toyota, and is widely used for effective problem-solving. By analyzing the cause-and-effect relationships of a problem, the method helps to plan corrective actions and improve communication audits, anti-crisis communications, and advocacy campaigns.

The Kano Model, developed by Noriaki Kano, is used to define and prioritize customer needs and requirements. It is a valuable tool for creating new products and establishing a value proposition that delights customers. By identifying the key factors of selection and preference, businesses can enhance their competitive edge.

The Matrix of Priorities, which was included in the list of 7 main methods of quality management by the Japan Association of Scientists and Engineers in 1979, is a powerful decision-making tool. It helps to find the most important way to solve a problem by visually presenting information graphically. This tool is useful in creating business models, planning campaigns, and creating message boxes.

Jidoka, is a technique for optimizing production management and improving competitiveness. It was introduced by Sakito Toyoda and is a method of using human intelligence to implement automated systems. The main purpose of Poka-Yoke is to reveal and clarify hidden problems that prevent a company from functioning properly. It is a component of Lean Management.

The Tree Diagram, also known as the hierarchical model or system diagram, is another tool for decision-making that was included in the list of 7 main methods of quality management by the Japan Association of Scientists and Engineers in 1979. It is used to identify the characteristics of a problem and arrange them logically to find effective solutions. This tool is useful for strategic planning, problem analysis, budgeting, and social mobilization campaigns.

Finally, the Similarity Diagram, developed by Dziro Kawakita, is a tool for systematizing and organizing ideas, customer requirements, and problem-related expressions by members of groups. It helps to understand unsolved problems, establish invisible links and connections between individual pieces of information, and analyze unsystematic oral opinions. It is often used to create a business model canvas, strategy canvas, and customer profile.

Expanding the Quality Function, also known as Quality Function Deployment (QFD), is a method for refining existing products and creating new ones. It was developed by Akao and Mizuno and is committed to creating products that meet the future needs and demands of consumers. The Lexus brand was created using this method, which involves converting customer requirements into manufacturer requirements for a product/service throughout its life cycle. The House of Quality is a graphic part of the method that combines customer requirements and their ranking with product characteristics and correlation of goals and priorities.

In summary, these Japanese management techniques are valuable tools for businesses to improve their competitiveness and meet the needs and expectations of their customers. By adopting these techniques, businesses can create new products, refine existing ones, optimize production management, and make effective decisions based on thorough analysis and understanding of their problems and customers' needs.

2022 has been a pivotal year for the UN Global Compact Network Georgia, marked by significant changes including official registration, a new charter, and an updated board composition. Among the newly appointed board members is Ekaterine Zhvania, the Executive Director of Gepra, highlighting the organization's focus on strategic and impactful leadership.

New Board, New Horizons

The board restructuring reflects a commitment to rejuvenate the UN Global Compact's presence in Georgia. The newly appointed members come from diverse sectors, including road safety, accounting, hospitality, law, consulting, and business development. Together, they are tasked with steering the organization in a direction that aligns with its renewed focus and updated charter.

Ekaterine Zhvania: A Focus on Strategy and Communication

Ekaterine Zhvania’s appointment to the board stands as a testament to her expertise in strategic decision-making and communications. As the Executive Director of Gepra, she has proven her capability in helping organizations make and implement strategic decisions. Her role on the board signifies not only her individual recognition but also validates Gepra's broader mission of driving meaningful change through strategy and communication.

The Collective Objective

The updated board of UN Global Compact Network Georgia is a composition of leading professionals, including Ekaterine Laliashvili, Zurab Lalazashvili, Ketevan Jamarauli, George Chekhani, Sopho Chachanidze, Valeri Chekheria, Alexandra Tarazi, and Salome Zurabishvili. Each member brings their unique skills and insights to the table, promising a multidisciplinary approach to the network’s future endeavors.

Looking Forward

The new board, with its collective wealth of experience and expertise, is expected to lead the UN Global Compact Network Georgia into a new era of corporate social responsibility and sustainable business initiatives. With Ekaterine Zhvania’s inclusion, the focus on strategic thinking and impactful communication is set to become a cornerstone of the network's activities moving forward.

This article was originally published on Marketer.ge

Kakha Maghradze makes predictions for the year 2023 in the field of communication in Georgia and offers a solution to deal with them.

The Georgian agricultural sector is at an interesting juncture—marked by the promise of innovation and held back by traditional practices resistant to change. One of the most pressing concerns for the industry is adapting to meet international product standards, which necessitates a wave of modern innovations. However, the task is not as straightforward as it might seem.

Ana Tskovrebadze, an experienced consultant at Gepra, highlights the main challenge: "Our first objective is to bridge the gap between time-honored agricultural practices and modern necessities. Farmers, who have followed 'tried-and-true' methods for decades, often show reluctance towards adopting new technologies and practices. Overcoming this resistance is the initial hurdle that sectoral associations and farmers' unions face. And the path to doing that is rooted in continuous education, communication, and information sharing."

Gepra is currently in a collaborative partnership with USAID, as part of the Human and Institutional Capacity Development (HICD) program, aimed at bolstering communication channels in the agricultural sector. A cornerstone of this project was the rebranding of Association "Organic Georgia."

The metamorphosis of Georgian agriculture is not just a requirement but a crucial advancement that holds promise for both farmers and consumers. Gepra's involvement, alongside strategic partners like USAID, underscores the pivotal role that effective communication and outreach can play in this transformative process.

First Published in Marketer

In today's ever-changing business landscape, employee development is not just a buzzword; it's a necessity. Companies are more focused than ever on human resources and personnel development to ensure long-term growth and stability. But what strategies do Georgian companies employ in this important area?

Ekaterine Zhvania, the Executive Director of Gepra, recently shared insights into their company's approach to employee development in an article published in Marketer.

The Gepra Competency Model: A Hybrid Approach

At Gepra, the focus on human resources is far from cursory. A specific, detailed plan is in place that addresses the company's strategic goals in terms of personnel development. Gepra has both a general plan and individually tailored competency development plans for all employees. What makes Gepra’s approach unique is the “Gepra Competency Model,” a hybrid model designed to fit the company’s specific requirements.

Employee Satisfaction: The Pulse of the Company

Another standout feature of Gepra’s strategy is the emphasis on the employee satisfaction index. Surveys are conducted twice a year to gauge employee morale and job satisfaction. The feedback is not just collected; it plays a decisive role in planning and implementing changes within the company.

Individual Development Plans and Training

The company goes above and beyond in catering to its employees' growth and learning. Gepra offers its employees the opportunity to deepen their knowledge through internal and external training. This aligns with the company’s strategy of individual development plans, allowing each employee to grow in competencies they are passionate about.

The Power of Mentoring and Innovation

Gepra employs an internal mentoring system that promotes a stress-free environment conducive to learning and teaching. This system proved especially effective during Gepra’s "Innovation Month," an initiative where employees, including trainees, engaged in daily 20-30 minute reports on innovative topics. This collaborative effort enriched the company's understanding of various techniques and approaches in the field of communication and consulting.

A Model for Others

Gepra’s strategy for employee development sets a strong example for other Georgian companies to follow. Through meticulously crafted plans, a focus on employee satisfaction, and an openness to innovation, Gepra stands as a leader in personnel development strategies.

Elene Takaishvili, a consultant at Gepra, brings a wealth of experience to the table when it comes to advocacy campaigns. Her insights highlight not just the professional accomplishment but also underscore the social responsibility inherent in such work.

"Engaging in advocacy campaigns, particularly those focused on various diseases, is more than a job; it’s a civic duty. When your endeavors can significantly impact and even transform the quality of life for individuals in the community, the work transcends its commercial nature," Takaishvili states.

She elaborates on a multi-year advocacy campaign focused on spinal muscular atrophy, a rare genetic disease, tagged with the message #Strengthen. "When we started, public awareness about this ailment was dismally low. The campaign required a multi-faceted and persistent approach, which involved the concerted efforts of patients, their families, healthcare professionals, media, and public figures."

Elene is proud to announce that their tireless advocacy has yielded unprecedented results. "Our collective aspiration, shared with the patients and their families, has now been realized. A treatment program for the disease is not only in place but also funded by the state. This translates to saved lives—each one a valuable, talented member of society."

In her closing remarks, she reaffirms the core belief driving her work: "Our efforts substantiate the principle that with sustained, active engagement, seemingly insurmountable obstacles can be overcome."

"Hybrid war" - this is the form of conflict in which the opposing parties, through military force, economic leverage, effective communication, or other means gain an advantage.

This time, we will talk about effective communication - the information war that is going on intensively around the world in parallel with the conventional confrontation in Ukraine. Anyone who willingly or unwillingly disseminates this or that information can become a participant in the information war. When talking about the Russia-Ukraine war, they often mention the effective dissemination of information by Ukraine through various communication channels. Among them, the social space of Telegram and TikTok is distinguished, from where the news about the course of the war is spread in detail and operatively. "This is the First World Information War" - this is how Soso Galumashvili, the founder of the communication agency "Gepra", assesses the events and talks about the information war at Marketer. 

M: What do we mean when we say that Ukraine was very well prepared for the information war?

First of all, the channels where the so-called information war had to be waged, were chosen correctly. This "territory" turned out to be mainly Telegram. Why Telegram? Because this is a space that has not allowed the Russian government to use its own platform to arrest people. That is why it has become one of the most popular apps in Russia, where a number of Russian-language media outlets have settled. It was this area that the Ukrainians occupied and, with proper pagan communication, were able to open a "resistance front" on all the leading Telegram channels.

Naturally, the Ukrainian side alone would not be able to deal with the Russian troll factory. Therefore, a large volunteer network was created for the people who joined this "resistance front". Today, a ruthless war is unleashed on the Telegram, which the Ukrainian side is winning, of course, with the help of partners. It should also be noted that this is not just my analysis (although it coincides with my wishes).

M: On what basis can we think that Russia is losing the information war?

The information war is only part of hybrid warfare. One of the components of hybrid war is economic sanctions. Here, too, there is a specific rate of victory over Russia. All this (and not only) makes me think that today, for the first time in the 21st century, Russia has been bitterly defeated in an information war.

"We have lost the information war," said Vladimir Solovyob, one of the most outspoken supporters of Russian ideology. He made it very clear: "We have completely lost the information war. We appear nowhere. It is better to let go of all this, to look after the economy, to go back inside so that the charge of discontent in Russia does not increase. Unlike in previous years, when Russia won the information war with a great advantage, today, the situation has changed significantly. So much so that even one of Russia’s most influential propagandists admits defeat.''

The same is said by his teammate and Soviet director Karen Shakhnazarov. It is also interesting that despite the ban on the word "war", the word was mentioned several times in a recent program. In addition, a video of a conversation between him and a military expert from Solovyov's broadcast was spread in the Telegram. This is an incredible precedent because such shows and media are thoroughly filtered. In general, the position "we no longer know what to do" emerges from them…

M: In your estimation, how did Ukraine prepare for the information war?

First of all, let's start with the fact that with the help of the US, the right information policy has been established. This became the basis of the organization we witnessed. They understood very well the power of an army of trolls who were active not only in war but also in peacetime. For example, we can cite intense attacks during the US elections, for which Congress has appointed a special prosecutor to investigate. Also, the interference of trolls in the elections in Bulgaria and Belarus. This experience dictated a complete change in US cybersecurity policy.

Ukraine, on the other hand, has prepared diligently and ended up with the right cyber security and the right information war. On the one hand, he set up the messaging system vertically - the usual cyber soldier of the Ukrainian front to receive and distribute the correct message box.

Third, the information was disseminated correctly horizontally as well. What does this mean? In the same service - for example, in the presidential administration, in the parliament - there was almost no difference of opinion.

Fourth, the war will not end until the commander-in-chief says so. This also applies to the information space. That is, the information war does not end until the commander-in-chief announces it. The Ukrainians continue the war daily, diligently, do not relax, and act consistently. This turned out to be a very important factor.

Also, there is the language factor, which is not a barrier for Ukrainians. In our case, the language barrier hindered us in the 2008 war. International partners will help Ukraine in terms of foreign language communication. We see that the information war is not only in Ukrainian and Russian and is spread in English, German, Spanish. Unlike conventional warfare, in this case, information warfare took on a global face, from New Zealand to the Arctic Islands. Therefore, I can say - this is the first world war in the information space.

Unfortunately, Georgian society has become immature in digital terms. This is very evident in the viral spread of xenophobic statements, excessive sugar purchases, the spread of false information, the download of applications created by the Russian special services (despite the emergency warning).

M: What do you mean by digital immaturity?

Digital immaturity means that a person cannot set apart a true story from a fake one. Second - posting without thinking. As Obama once said - think before you post. And third - immaturity is also manifested in the uncompromising defense of one's position when a person realizes his own mistake but remains in the opinion until the end. I call this digital infantilism.

It was this digital infantilism that misled us, and when the U.S. was actively talking about Russia's plan to invade Ukraine, we thought everything was fine and the alarm was unfounded.

M: What can we learn from this, in terms of communication?

Of course, we have to master what I talked about in the section on preparing for the Ukraine information war. We must learn to choose the right communication channels. For example, when you create an NFT, you know you have to switch to Discord groups because most of the activity takes place there. In this information war, we have seen that Telegram has become the main area where "combat operations" take place.

Also, all citizens should be able to distinguish between false and true news so as not to become the object of panic. Think carefully before posting anything on a social network. Both of these principles are strictly adhered to by Ukrainians. Sees that their comrades do not share fake news on the internet, which can be very damaging.

We must remember - what is trendy may not be useful at all. Therefore, we should try our best to filter such things. A clear example of this is the emergence and spread of xenophobic statements. On the one hand, it seemed that this post was an expression of anger, aggression, and resistance. Here we can learn rationalism from the Ukrainians - what will benefit us more and what will harm our opponent? This rationalism is very well seen in the patriotic posts of Ukrainians and the spread of information. They know when to show creativity and when to spread the established message. In our case, our actions will often turn into a message against us.

In this case, we can be creative in discovering new news channels and, to a lesser extent, in conveying the messages themselves. When a war is going on, it is important that everyone follows the plan in an organized manner. At such times, arbitrary actions can be harmful.

Also, discipline has a crucial factor. War, including information warfare, is won by discipline and proper military strategy.

This war is also won by the fact that on the one hand there is truth, correct, and verified information, on the other hand - the troll factory is spreading lies. Credibility is very important in information warfare. Classical media - CNN, CBS, BBC, or other important news sources - provide significant assistance to Ukraine. And most interestingly - the truth is spread through all these channels. I have been watching this information war for six months and not once have I noticed a fake story. On the one hand, we have the right information, on the other hand - a great stream of lies, the falsity of which is revealed very soon. Consequently, they lose credibility and fail. The official part of the Russian propaganda machine (TACC, RIA Novosti) knows this very well - unlike other periods, including the periods of wars with Georgia, it is very reluctant to spread false news. Be very careful not to lose credibility and become part of the trolley information machine. I think this is also one of the results of winning the information war.