Communication, design, and ethics in practice…
Read about Mikhail’s experience with strategic and responsible advertising, public relations, corporate communication, and communication management. Find out Mikhail’s design and delivery of integrated communications. Learn about Mikhail’s development of persuasive strategies using ethical approach and advanced media tools.
Ethics is not a performance or a set of rules. It is the discipline that allows communication, leadership, and institutions to sustain trust across disagreement. In a time that rewards certainty and speed, this essay reflects on ethics as a daily practice of responsibility, restraint, and care for the common good.
In 2025, Ricoh's past commitment to customer engagement and brand values is challenged as key accounts like Kroger and universities transition to competitors like FedEx Office. Gaps between promises and reality widen, highlighting executive disconnect and a profit-driven strategy that jeopardizes Ricoh’s customer-centric identity, raising questions about its future viability.
Whether you're a media and communications professional, journalist, marketer, or public relations expert, ethical principles set you apart. Strong ethics are the foundation of effective communication, fostering trust and credibility in your work. Introducing the Ethics Framework In the syllabus "The Ethics of Strategic Communications: An Introduction" (Winter 2009), University of Oregon Professor Thomas Bivins, …
Continue reading "The Ethics of Strategic Communication: A Key Differentiator"
Tagline: Every Day is a Humming Bee Day—Let’s Keep Them Buzzing! Description: The National Humming Bee Campaign (NHBC) raises awareness about honey bees' essential role in ecosystems, beekeeping practices, and threats like Colony Collapse Disorder (CCD). Join us in preserving bee populations and supporting a sustainable planet. Introduction: The Silent Decline of Insect Populations Overview …
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Evaluation, Assessment, and Planning. Tohoku, Japan 2011 Earthquake and Tsunami, Regional Crisis and Aftermath. Part One: Executive Summary Role of Emergency Manager in crisis: Any Crisis Communication or Emergency Manager must understand that it is impossible to prevent a disaster, but it is critically important to be prepared for it and to educate the public …
Background of the Specific Problem The Love Has No Labels (LHNL) campaign was launched to challenge implicit bias and promote a more inclusive, accepting society. Its central message is that small, everyday actions can help create a sense of love and acceptance among diverse groups. According to the campaign’s mission, “We believe we all have …
Continue reading "Breaking Bias: A Case Study on the ‘Love Has No Labels’ Campaign"
For this semester-long assignment the task was to generate original social media, PR, and advertising campaign elements for a single real or fictional company, organization, event, or initiative. The choice was made to promote existing business for a real estate agent and his partnership. First the problem challenges and opportunities were defined for the campaign …
Continue reading "Digital Content Promotion Final Report Fall 2018 Semester"
Stage One: Defining Objectives and Scope Core Business Objectives Ricoh’s brand communications are driven by three core business objectives: awareness, sales, and advocacy. These objectives are paired with six tactical strategies: Attention, Evaluation, Recency, Proximity, Value Exchange, and Community. In the articles Rethinking Marketing Strategy and Rethinking the Customer Decision Journey, Satell (2017) presents an …
Continue reading "Customer Engagement Strategy and Long-Term Value Proposition"
Brand Values: Core Strengths of Ricoh's Identity According to Ricoh’s 2018 Sustainability Report, the company’s value drivers include its technological strength, close customer connections, responsible environmental management, and human resource excellence. Together, these factors create significant value and reinforce the Ricoh brand in the eyes of its customers, fostering trust and long-term relationships. Brand Personality: …
Continue reading "Building a Global Brand: Ricoh’s Brand Identity and Value Drivers"
Introduction: Ricoh’s Impact on Business Transformation Ricoh’s diverse services and solutions are designed to enhance business processes and drive innovation across multiple sectors. These include federal agencies, insurance companies, universities, law firms, and corporate clients. By optimizing workflows and integrating advanced technologies, Ricoh helps organizations improve efficiency and sustainability. Tailored Solutions for Key Industries Ricoh …
Continue reading "Understanding Ricoh’s Executive-Level Customers: Strategies for Engagement"
Introduction: Why Ricoh’s Brand Strategy Matters To stay competitive and become a trusted global leader, Ricoh focuses on delivering quality products and services that improve lives and support sustainability. A key part of this mission is developing strong relationships with customers by defining both the customer and brand clearly. Business Goals: Driving Ricoh’s Brand Message …
Continue reading "Ricoh Level-C Customer Strategy: Connecting with Business Leaders"
Introduction: Understanding Timeless Virtue in Business This page explores the concept of timeless virtue through the organizational values and ethics of RICOH and adidas. Both companies exemplify customer-centric cultures that transcend cultural boundaries, promoting universal ethical principles. Founding Principles: The Spirit of Three Loves Kiyoshi Ichimura, the founder of RICOH Corporation, articulated three fundamental principles …
Understanding Cultural Relativism In The Elements of Moral Philosophy, James and Stuart Rachels discuss Cultural Relativism and its implications for the objectivity of moral truth. This concept emphasizes that defining cultural customs as right or wrong can lead to prejudice since ethical standards are deeply rooted in their respective cultures. Key Claims of Cultural Relativism …
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FOSTER WASHINGTON: INFORM | IMPACT | INSPIRE Overview: Becoming a foster parent for children in our community is not just an opportunity; it's a responsibility. Many people are unaware of the overwhelming number of children in Washington State in need of a safe, loving home and a brighter future. Foster Washington is a grassroots initiative …
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For my final video project, I created a PSA (Public Service Announcement) to support the Animal Rights PNW Facebook page that promotes advocacy for all animals as sentient beings. As a part of my “Know Your Audience” theme for this course, I used persuasive language and video to support and tell the story that would appeal …
Campaign Overview: Foster WA Foster WA is an annual strategic campaign designed to raise awareness and funding for the foster care system in Washington State. The campaign culminates in a gala event at the end of the year, drawing attention to the urgent needs of foster children. Through grassroots efforts, we leverage local public government …
Continue reading "Fostering Change: Annual Campaign Overview for Foster WA"
"…technological features that enable users to serve as sources of information can influence persuasion not only by increasing users' agency, identity, and self-determination, but also by ensuring that the content is more relevant and involving." —Sundar et al. (2012, p. 393) Analysis For this analysis, I explored and interacted with McDonald’s HappyMeal.com website, an advergame …
Campaign Vision and Mission Vision: Every child deserves a family. Mission: Inform, Impact, Inspire. Campaign Overview: Goals and Objectives Campaign Theme: Society Begins with the Family Fostering change begins at home. While many individuals may not aspire to raise a child, every child needs a loving and supportive environment to thrive. Parenting is challenging, yet …
Continue reading "Fostering Change: Empowering Washington’s Children Through Family Support"
For my video project, I chose to create a PSA (Public Service Announcement) to support the Animal Rights PNW Facebook page that promotes advocacy for all animals as sentient beings. As a part of my “Know Your Audience” theme for this course, I used persuasive language and video to support and tell the story that would …
Video tutorials - practice basic editing tools in Adobe Premiere. VIDEO 1: Transitions and Keyframes: Murrow Hall and campus video footage and images provided by WSU, audio soundtrack super theme royalty-free collection for video editing. VIDEO 2: Shooting and Sequencing Basics: Gathering establishing shot with at least 3-shots (WS MS CU) from 3 different angles …
Campaign Overview: Inform, Impact, Inspire The Foster Washington campaign aims to raise awareness for children without families in our communities. While not every family may wish to have children, every child deserves a loving home. The urgent need for foster parents in Washington State cannot be overstated. Many children and youth in the foster care …
Continue reading "Fostering Change: Raising Awareness for Washington’s Children in Need"
Introduction: Why Understanding ELM Matters in Consumer Behavior Every day, consumers make countless purchasing decisions, often without realizing the underlying cognitive processes influencing them. The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo (1986a, 1986b), explains how people process persuasive messages through two distinct routes: ✔ Central Route Processing – When individuals engage in …
For the Audio Story assignment, I chose to create an ad for assumed campaign Animal Rights PNW – a real local activist Facebook page. To view the draft of the audio story, visit the Audio Story: Draft page. Continue reading “Audio Story: Final”
For this assignment, I chose to create a promotional piece that introduces Animal Rights PNW’s goals, and proposed solutions to prevent animal cruelty. Continue reading “Audio Story: Draft”
This was fun! I have not used Soundcloud for about 5 years and today I had a chance to practice some audio editing… I know, it is a little generic, since I have over 15 years of audio/video production and DJ experience. Nevertheless, it was refreshing and educational. Continue reading “Audition / Soundcloud Practice”
This is the logo final design assignment, utilizing Illustrator as a primary application. Click on LOGO DESIGN DRAFT to view the initial design draft assignment with the commentary from Logo Design Group 4 (Steve Steinhour, Dana Simmons, Adriana Gonzalez) For my logo design I chose the topic that is close to my heart. I strongly believe a healthy …
For my logo design project I decided to utilize my public Facebook page dedicated to animal rights awareness in the Pacific Northwest. The reason I chose this and not something else is because I believe motivation for the subject helps to create a stronger design. When one is passionate about the subject, it helps artistic …
Introduction: Why Understanding Your Audience Matters Every message has a purpose, and effective communication begins with knowing who you are speaking to. Whether you are marketing a product, crafting a speech, or launching a campaign, understanding your audience is what transforms a message from mere information into a persuasive and impactful communication strategy. As a …
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Mikhail Oparin 