Olivier turned sour in the refrigerators of Kazakhstanis when the akim of Zhambyl region, Erbol Karashukeyev, posted on social networks about how he read two books by Kazakh authors over the New Year's weekend. The post was accompanied by a photo of akim reading right in his office and a remark: 2025 has been declared the year of book reading in the region. It's hard to guess what headlines akim's PR people were hoping for, but the newsbreak still helped him get on the pages of major media outlets, though only after the news was ridiculed on social media. Why did this happen? Let's figure it out.
Context and idea
The "Year of Book Reading" initiative is a socially significant project that can be implemented effortlessly. The akim's post is an attempt to create an image of an intellectual and cultural leader who not only governs the region, but also sets a personal example, inspiring residents. The works of Sherkhan Murtaza and Kulyash Akhmetova, to which akim referred, resonate with the audience, causing a sense of national pride. In general, the theme of books is universal and safe from the point of view of perception: it does not cause sharp contradictions and appeals to a wide range of audiences, from students to the older generation. The call to read is backed up by quotations and examples, which adds weight to the publication. But then why did the audience perceive the post as a joke?
Mistakes and controversial issues
Firstly, the post itself looked unnecessarily staged. The photo of akim in a business suit with a book in his hands raised doubts about its naturalness. Social media users asked questions: who photographed akim at work, and why was he in his office during the holidays?
Secondly, the text of the publication was overloaded with official rhetoric. Instead of a lively and emotional account of the reading experience, the emphasis was on general phrases and quotations. This created a sense of distance between the author of the post and the audience.
Another problem is the lack of consideration of the social context. For some residents of the region who face household, social, and economic problems (infrastructure, housing, unemployment, etc.), discussing books is a secondary topic, distracting from real issues that require immediate solutions.
What the PR team should have considered
In publications of this kind, it is important to add personal details and emotions. For example, akim could tell us why these books are important to him, how they influenced his worldview. This would make the post more sincere.
Secondly, formal photographs have never provoked a positive response from the audience. The theme of reading especially suggests a visual design in a more lively, relaxed style. For example, akim is reading at home or at a meeting with young people in the library.
An interactive approach could be included in the PR strategy in the form of an appeal to residents to share their favorite books, organize an online challenge or a contest for the best essay on literature.
Simplicity of language is the best way of communication, which, for some reason, is beyond the control of many officials. Instead of official language, it is better to use a warmer and more accessible communication style that is close to the audience of social networks.
In general, the Year of Reading project has good potential, but it requires more fine-tuning of communication in order to avoid misunderstandings and criticism.
Context and idea
The "Year of Book Reading" initiative is a socially significant project that can be implemented effortlessly. The akim's post is an attempt to create an image of an intellectual and cultural leader who not only governs the region, but also sets a personal example, inspiring residents. The works of Sherkhan Murtaza and Kulyash Akhmetova, to which akim referred, resonate with the audience, causing a sense of national pride. In general, the theme of books is universal and safe from the point of view of perception: it does not cause sharp contradictions and appeals to a wide range of audiences, from students to the older generation. The call to read is backed up by quotations and examples, which adds weight to the publication. But then why did the audience perceive the post as a joke?
Mistakes and controversial issues
Firstly, the post itself looked unnecessarily staged. The photo of akim in a business suit with a book in his hands raised doubts about its naturalness. Social media users asked questions: who photographed akim at work, and why was he in his office during the holidays?
Secondly, the text of the publication was overloaded with official rhetoric. Instead of a lively and emotional account of the reading experience, the emphasis was on general phrases and quotations. This created a sense of distance between the author of the post and the audience.
Another problem is the lack of consideration of the social context. For some residents of the region who face household, social, and economic problems (infrastructure, housing, unemployment, etc.), discussing books is a secondary topic, distracting from real issues that require immediate solutions.
What the PR team should have considered
In publications of this kind, it is important to add personal details and emotions. For example, akim could tell us why these books are important to him, how they influenced his worldview. This would make the post more sincere.
Secondly, formal photographs have never provoked a positive response from the audience. The theme of reading especially suggests a visual design in a more lively, relaxed style. For example, akim is reading at home or at a meeting with young people in the library.
An interactive approach could be included in the PR strategy in the form of an appeal to residents to share their favorite books, organize an online challenge or a contest for the best essay on literature.
Simplicity of language is the best way of communication, which, for some reason, is beyond the control of many officials. Instead of official language, it is better to use a warmer and more accessible communication style that is close to the audience of social networks.
In general, the Year of Reading project has good potential, but it requires more fine-tuning of communication in order to avoid misunderstandings and criticism.
What the PR team should have considered
In publications of this kind, it is important to add personal details and emotions. For example, akim could tell us why these books are important to him, how they influenced his worldview. This would make the post more sincere.
Secondly, formal photographs have never provoked a positive response from the audience. The theme of reading especially suggests a visual design in a more lively, relaxed style. For example, akim is reading at home or at a meeting with young people in the library.
An interactive approach could be included in the PR strategy in the form of an appeal to residents to share their favorite books, organize an online challenge or a contest for the best essay on literature.
Simplicity of language is the best way of communication, which, for some reason, is beyond the control of many officials. Instead of official language, it is better to use a warmer and more accessible communication style that is close to the audience of social networks.
In general, the Year of Reading project has good potential, but it requires more fine-tuning of communication in order to avoid misunderstandings and criticism.
In publications of this kind, it is important to add personal details and emotions. For example, akim could tell us why these books are important to him, how they influenced his worldview. This would make the post more sincere.
Secondly, formal photographs have never provoked a positive response from the audience. The theme of reading especially suggests a visual design in a more lively, relaxed style. For example, akim is reading at home or at a meeting with young people in the library.
An interactive approach could be included in the PR strategy in the form of an appeal to residents to share their favorite books, organize an online challenge or a contest for the best essay on literature.
Simplicity of language is the best way of communication, which, for some reason, is beyond the control of many officials. Instead of official language, it is better to use a warmer and more accessible communication style that is close to the audience of social networks.
In general, the Year of Reading project has good potential, but it requires more fine-tuning of communication in order to avoid misunderstandings and criticism.