New Global Communication Standards Developed at International Forum
Uzbekistan
The transformation of nation branding from isolated "event-driven PR" to systemic institutional reforms is becoming the primary condition for winning the global battle for the attention and trust of foreign investors in the digital age. On the sidelines of the Tashkent International Investment Forum, a large-scale panel session supported by the PwC consulting firm was held to address digital diplomacy and "soft power" tools.
Leading international experts, diplomats, and development institution representatives discussed how modern communication platforms, artificial intelligence, and high-quality storytelling shape the global positioning of states and translate directly into foreign direct investment inflows.
Vladimir Norov, Chairman of the Central Asia Artificial Intelligence Association, emphasized in his speech that Uzbekistan's open foreign policy under the leadership of President Shavkat Mirziyoyev has already elevated regional cooperation to a new echelon, resolving long-standing transboundary and water disputes. However, alongside the opportunities of digital diplomacy, the expert pointed out the risks of cybercrime capable of undermining interstate trust, calling the integration of AI into the economy and education a key strategic priority for the country.
In turn, Jeffrey Macmillan, Brand, Marketing and Communications Director for PwC Central and Eastern Europe, noted that amid a continuous flow of information, countries compete not merely for capital, but for investor attention itself. In his view, a strong national brand is built on the consistency of ideas backed by concrete actions, rather than advertising. This thesis was expanded upon by EUROUZ founder Oybek Shaykhov, who highlighted the specific nature of European businesses oriented toward long-term partnerships. Shaykhov stressed that for European companies, it is critically important that reforms are anchored within independent state institutions rather than relying on personal relationships.
A critical perspective on promotional practices was delivered by Asian Development Bank communications specialist Nargiza Alikulova. Drawing on the example of the ADB Annual Meeting in Samarkand, she demonstrated the effectiveness of engaging global media but called for a complete departure from boilerplate PR. According to her, foreign press expects a live and direct dialogue with high-ranking officials instead of rewriting pre-packaged press releases. The session participants agreed that systematic digital diplomacy serves as a powerful economic driver and formulated a comprehensive set of recommendations to bring Uzbekistan's information strategy in line with advanced international standards.
Vladimir Norov, Chairman of the Central Asia Artificial Intelligence Association, emphasized in his speech that Uzbekistan's open foreign policy under the leadership of President Shavkat Mirziyoyev has already elevated regional cooperation to a new echelon, resolving long-standing transboundary and water disputes. However, alongside the opportunities of digital diplomacy, the expert pointed out the risks of cybercrime capable of undermining interstate trust, calling the integration of AI into the economy and education a key strategic priority for the country.
In turn, Jeffrey Macmillan, Brand, Marketing and Communications Director for PwC Central and Eastern Europe, noted that amid a continuous flow of information, countries compete not merely for capital, but for investor attention itself. In his view, a strong national brand is built on the consistency of ideas backed by concrete actions, rather than advertising. This thesis was expanded upon by EUROUZ founder Oybek Shaykhov, who highlighted the specific nature of European businesses oriented toward long-term partnerships. Shaykhov stressed that for European companies, it is critically important that reforms are anchored within independent state institutions rather than relying on personal relationships.
A critical perspective on promotional practices was delivered by Asian Development Bank communications specialist Nargiza Alikulova. Drawing on the example of the ADB Annual Meeting in Samarkand, she demonstrated the effectiveness of engaging global media but called for a complete departure from boilerplate PR. According to her, foreign press expects a live and direct dialogue with high-ranking officials instead of rewriting pre-packaged press releases. The session participants agreed that systematic digital diplomacy serves as a powerful economic driver and formulated a comprehensive set of recommendations to bring Uzbekistan's information strategy in line with advanced international standards.
Powered by Froala Editor